In person, it’s easy to win someone over with a smile, a kind word, or just remembering their name. But online? It can feel like shouting into the void. For values-led businesses, this is where the challenge and opportunity, really begins. The same people skills that make you unforgettable in person can also set you apart in a crowded digital world. You just need to know how to translate them.

Write Like a Human

People-first brands talk to people, not at them. If you’re warm in real life, your digital voice should be too.

Instead of:

“Your order has been shipped. Thank you for your purchase.”

Try:

“Good news! Your order’s on its way. Thanks again for supporting our small team, it really does mean the world.”

This small shift turns a transaction into a connection. Aim for clarity, not formality. And read your copy out loud, if it sounds like something you’d say face to face, you’re on the right track.

Personalization Is More Than a Name Tag

Personalization isn’t just inserting someone’s name into an email subject line. True personalization reflects real awareness. Ask yourself: What have they bought before? What problem are they trying to solve? What tone would resonate most with them? A good CRM helps, but a great brand doesn’t rely on automation alone. If you run a café, you probably remember your regulars’ orders. Online, remember their preferences, their wins, or even just their last review. A quick “We saw your feedback, thank you for taking the time” can go a long way.

Lead With Values

People don’t just buy what you sell, they buy why you sell it. Your values should show up in every touchpoint: your copy, your social captions, your FAQ page.

Are you all about sustainability? Explain why your shipping is slower but more conscious.
Are you here for mental wellness? Your language should be calm, reassuring, and rooted in empathy.

Every interaction, automated or not, is a chance to reiterate what you stand for.

Make Support Feel Like Support

When someone reaches out, treat it like they walked into your space. Be fast, be helpful, and be kind. Skip the scripts when you can, or at least customize them to sound less like a bot.

A few tips:

• Use first names when replying.

• End messages with a real person’s name, not “The Team.”

• Follow up after the problem is solved. A simple “Just checking in, how did that go?” builds trust fast.

Create Tiny Moments of Connection

In person, this might be a warm greeting or a surprise upgrade. Online, it could be:

• A handwritten thank-you scanned into your order confirmation

• A personalized playlist shared in your welcome email

• A surprise discount on their birthday

These moments don’t need to be big. They just need to feel like someone thought of them.

The best digital experiences feel like someone’s there—not just on the other side of the screen, but on your side. That’s the power of bringing your people skills into the digital space. When you lead with empathy, speak with personality, and treat your customers like humans (because they are), your brand doesn’t just show up online. It shows up well.

At Foreword, we help brands build bridges between what they believe and how they show up—from the first email to the hundredth loyal customer.