"No matter who you are, we can help." From the home page of the American Cancer Society.

There is something deeply human about making a promise. While corporations make promises every day, we take those promises with a pinch of salt.

So what makes this promise any more credible?

First, it's from a highly respected non-profit organization. And hopefully we have not become too cynical for that to mean something.

More importantly, every phrase and word in this short sentence encourages trust and a sense of closeness.

"No matter who you are..." They are speaking to YOU, and are letting you know that nobody is excluded. Whoever you are, whatever your circumstance, they can help you.

"We can help." There's the promise. Notice how they say 'we' instead of 'The American Cancer Society'. By saying 'we', they are immediately being a great deal more personal. This is a message not from an organization, but from a group of people...to you. Person to person.

"...can help". When someone gets cancer, it is a frightening experience for all those who care for him or her. When ACS says they can help, they are delivering a promise that carries hope. It's tremendously powerful.

Also, notice how the sentence is short, as are the words. Brevity in text online is a marker for being personal. Corporate-speak, lawyer-speak and sloppy writing are all long. With brevity comes clarity and a stronger sense of honesty.

And therein lies the key to any promise: honesty.

If your promise carries truth, it will work well for you and bring you closer to your readers.