One of the reasons big companies spend millions, even billions, on branding advertising is to give their product a personality--to differentiate their widget from all the others. Some companies even use fictitious "personalities" to give a bland product some life. Uncle Ben's. Betty Crocker. Mr. Clean. The Jolly Green Giant.
And many companies hire celebrities...again, to give the product some life. Arnold Palmer recommends you get your clothes cleaned at Arnold Palmer Dry Cleaners. And yes--there was a chain of Arnold Palmer Dry Cleaners.
If you haven't got a celebrity, or you haven't got a billion dollar budget, you can still get some personality into your marketing, specifically your website.
The copy on the site should be a conversation between the person behind the product and the buyer. This means extensive use of the pronoun "you."
"We're great" becomes "You're going to look and feel a lot younger." I always like writing copy when the sales pitch comes directly from the owner of the company or the inventor of the product. It's a LOT more powerful.
Think about the last time someone came into your home to sell gutters or something similar. If the person was dull, you were less likely to buy. If the person was an extrovert and a character--plus had a great product--then you were more likely to pay attention.
So please, someone, explain to me why so many websites are dull and lacking in character/personality.
Bring your site to life with video, a photo gallery, and testimonials from satisfied customers. Include a Frequently Asked Questions page. Get someone with an effusive character at your company to write a blog. Make their love of life shine through.
There's no need to be obnoxious or silly. Although if that's your character--have at it. Just avoid the typical "cookie cutter" corporate-style copy and content that makes so many websites a total yawn. Get people fired up about your product--give it some PERSONALITY.
I'm a direct response copywriter. My website is here.