That doesn’t mean business blogs should be bland and corporate in tone. In fact, especially for customer-oriented weblogs, it’s better if they aren’t. Trellix co-founder Dan Bricklin suggests that personality might be particularly relevant to small businesses. “For a lot of small businesses, the way they survive is because of personal service,” says Bricklin. “There’s an actual person behind the counter who you can get to know.” A public weblog could let businesses provide that kind of service online.
In some ways this sounds quite similar to the idea of a newsletter.