Buy our products and make us rich
A small software shop called OmniGroup uses a pretty catchy tone on their web site to get a leg up on the competition. The tone makes you want to buy their products because they are a small, likable company -- not some big faceless corporation. It's a great example of a small firm differentiating their brand image through the tone of writing on their site. Check out Peter's post that shows some of the text. Note you have to scroll down a bit.

Too bad they only develop Mac software. I'm just not cool enough for a Mac.