From Blog Wild: A Guide For Small Business Blogging by Andy Wibbels:
The immediacy of blogs goes a long way toward 
providing a raw, unedited, from-the-horses-mouth feel to a company's message. A business blog should not be famous for its blogger's personality, but for the effectiveness of the blogger in getting out the message about the company's products and services, as well as for fielding questions and comments between prospects, customers and the organization.
I stick with the idea that everybody hates a press release because it has no sense of humor – it is purely functional with no personality. Yes, products and profits are incredibly important, but isn't it bit ridiculous to be so formal? Why not talk to your customers in the same voice that you use to talk to your colleagues or your friends? A little warmth can go a long way tin reaching a prospect across the coolness of an online connection. Remind yourself that most everyone hates being marketed to, but who doesn't mind a helpful or entertaining conversation?
