I used to take my car to a local auto shop around the corner from my apartment. I picked it because it was close and convenient, but I also liked the idea of supporting the independent guy. But despite having that local charm and walking-distance appeal--they just didn't connect. It didn't help that I always felt like they were trying to sell me something I didn't need and they never offered any deals or coupons.

Now I take my car to a cookie-cutter national chain, not because they do connect with me, but because they flood my mailbox with coupons. If there's no connection, I'm going to go with the best deal.

Connecting with customers is vital. And it doesn't take much. Sometimes it's simply doing things right--treating your customers with respect, remembering their name, replying in a timely manner.

Often that connection comes down to personality. My lawyer and accountant know my name, they return my calls and e-mails, we swap stories and laugh together. They offer a personal connection. Not so much with my financial consultant.

The local auto shop lost my business because they had no personality. The national chain won my business not because they did anything better, not because they did connect, but because they saved me a few bucks. If the local shop remembered my name, if they treated me like a person and not just a car that crossed another sales threshold, if they sent me a Christmas card--I'd gladly pay a few bucks more and go back.

We want to help you connect with your customers. We want to make sure your business has a personality that people can't help but remember. Your customers should walk away with a smile, wondering why no one else is like you. That's Personality™.