I'd just finished reading this thread when I ran across the following "pose as a person" example on a webhosting site. It probably depends on the customer, but this would give me a positive first impression:
Examplewebhosting was born on a duck hunting trip, believe it or not. We were sitting in our duck blind waiting for daylight so we could start hunting and started talking about where our various websites were hosted and the challenges and dilemmas we faced on an all too often basis. We decided to look into what it would take to start hosting on our own, dedicated to customer service and reasonably priced hosting.
OTOH, if I see copy with tons of grammar and spelling mistakes, I'm gone.