Karon Thackston has a great article that stresses the importance of knowing who you are writing to so you can convey the right information.


"Before assuming that every member of your target audience is alike, take some time to do a little research. Conduct an informal survey, ask questions and talk with customers one-on-one. Find out what their wants are, what concerns they have or what they'd most like to see you offer. Once you find out, write so that you communicate directly with them on their level. You'll find your conversion rates rise when you give your visitors the information they want."

Catch it @ http://www.smallbusinessbrief.com/articles/copywriting_and_website_content/004805.html