Remember those AT&T telephone commercials that encouraged you to “reach out and touch someone?” Well, these days that message is still viable — but the reaching out is done via the internet. So, when you are writing website content, you need to connect with your audience.

If you want people to take notice of what you are saying, it needs to resonate. The message needs to be targeted to your audience’s stage in life. For instance, if you are marketing a perfume to young, single professional women, then writing marketing copy about kids and husbands will not reach your intended audience — in fact, it will push them away.

The first thing you need to identify is the characteristics of your audience. Ask yourself these questions:

• How old are they?
  
• What is their marital status?
  
• Are they male or female?
  
• How much money do they make?
  
• How much education do they have?
  
• Why do they want your product?
  

When you get down to writing, keep it intimate. Pretend that you are talking to one person. Also, try to keep yourself out of the dialogue. Although the story of your business is interesting to you, it probably won’t help you sell anything.