People want to do business with people. They do not want to do it with some massive faceless corporation. I actually have an acquaintance who still rubber stamps his envelopes so his customers will think he is a small company. He runs his business very folksy. He thinks of everyone as his neighbor even if they happen to be across the country.
Let your personality come through. Let your hair down and be the person you really are. That is who folks want to do business with. Dave Thomas of the Wendy's Corporation was very smart at this. You and I viewed him as an everyday guy. We wanted to go to his restaurant and eat his hamburgers as a result of that.
Tell it like it is in your listings. Do not exaggerate your product. If anything under-sell what you have and then over-deliver it. Never, never promise more than you will deliver.
Being down to earth lets folks really understand who you are and they will realize they can trust you. Once they trust you, they will buy whatever you are selling and refer you to all their friends and family.
Use your photo in your selling platform and in social media. It’s a bit disconcerting to have your face everywhere and takes a while to get used to. This is not an ego-maniac thing--it's a marketing thing. Your customer’s relationship is with you, they want to know who they are dealing with so put on a great smile!