This is the final week of the "Knowing Your Audience" series, and I hope that some of you found this information helpful. As I mentioned at the beginning, the goal is to create 1 or 2 specific customer profiles before designing your web copy. You should then write to those specific people with all of their personality traits in mind. If you write to a general audience, you are really writing to no one and your words will be much less effective.

So, without further ado, here are the questions competitive types want answers to. They want to know the "Whats."

Be sure to include this information in order to create alluring and effective copy:

•What are your advantages?
•Why are you the best choice?
•Are you a credible company?
•How can you help me be more productive?
•How can you help make me look cutting edge?
•What are your credentials?
•What is your research?
•How can you help me achieve my goals?