Check out this post on the 37Signals blog. It shows an automated "thank you" message that a particular website sends after someone has made an online order.
Big deal, you might think. Why is the wording of this email (and others like it) so important?
Here's the thing: people like to do business with people, not machines.
Of course, a lot of communications - like the one in this article - are automated messages or "form" letters. But that doesn't mean they have to sound like it.
Just small tweaks to the language can make a a message sound more human. And when you do that - showing that there's a real person behind your company - you start to build a connection with your clients.
Then - as I so often say - those connections lead to relationships, which lead to long-term profits.