When I visit your website for the first time, I should immediately know how you could benefit me. Use words that are easily understood by your target audience. Would you speak gigabytes and gantt charts on your site dedicated to selling Arts & Crafts or Car Accessories? Get to the point and tell your audience how your product or service can benefit them. What sets you apart from the rest? Do you have any special offers for new or regular customers?

    Connect their problem to your solution. Some people say use the word "you" since it connects you with the customers. It says I'm talking or paying specific attention to you and your needs. Don't forget to use action words or phrases such as, "Purchase this item", "Add to shopping cart", or "Click here to learn more about ...." Some people need to be told what to do. Before you unleash your site to the public ask your family or friends to critique your site. If they can't tell you what's "in it for them", then I suggest you refine your copy.

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Fit Your Message to the Audience by Dr. Kevin Nunley

    Have you ever been in a situation where you didn't understand what the other person was talking about, but were afraid to say so? Doctors, teachers, computer pros, and other experts often talk over the heads of the rest of us.

    Their specialized professions require lots of jargon that is not familiar to a general audience.

    It is very important to talk and write in language your audience will understand. If they are specialized in a particular area, you can use some of "their" words to show you are on the same page.

    Last night the number one rated TV newscast in our town did a nice story on an important medical research project. When they interviewed the doctor, he used medical terminology that seemed awfully hard to understand. He left his audience in the dust and the TV report did him little or no good.

    Before you write an ad, meet with a customer, or address the media, practice telling your information in a way even your mother could understand. Many professional writers and speakers refer to that as the "Mother Test." It is a handy trick that never fails.

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