Do you want to communicate on the web? Do you want to get your great idea across to as many listeners as possible, or do you want to sell your product to your key customers? If you do, then you have to start thinking seriously about how you communicate on the web. Everyone knows that the web is full of products and ideas, so you have to work at it if you want to stand out. But the good news is that with a little thought and preparation, you can make a real impact. The key is to think about both your audience and what you want to communicate - and then build an easy to read bridge that will connect the two.

Audience: So you have an audience - but what are they like as people? What are they like as readers? Are they intelligent and discerning? Do they have a lot of time on their hands, or are they busy? Do they have a sense of humour, or would they prefer clinical, no-nonsense writing? Getting a clear picture of your audience - and how they read - will provide you with great start. Once you have a clear idea of your audience, you can start to plan how you want to write for them.