When you are writing for an internet audience, you are always one click away from delete. The internet audience is savvy, has read a lot of trash, and wants hard core information, and they want it now. If you do not offer it, they will click away from your page.

So what does that mean for you, the internet author?

Several things are important here:

1) You must write strong, informative copy. You must offer the reader the same quality and level of information that you expect them to buy from you (assuming you have an information product for sale). If they read your article, and it is written as though it is just filler copy, they will assume that everything you sell is just that--filler copy. Do not be afraid to teach someone something in an article just because they havent paid for it. You must give them a sample of your information, good usable information, to get them to desire to pay for the rest of your information.

2) You must NOT write a sales pitch as an article. The article should be full of good information, and simply have a link to your site at the bottom of the article. If they liked you and your article, they will click through. If they did not like you or your article, they will not buy from you anyway, so why would you want the click?

3) You must write comfortably. The style of writing should be much like the style of chatting that you might do with a good friend on your front porch on a hot summers day, drinking a cold, refreshing glass of iced tea. Write like you know the reader. They will respond like they know you. They will want to read more, click into your site, and if you have done a good job there, many will purchase from you.

4) Remember this---you are writing the article to begin a relationship with the reader. You are not selling them on anything today. You simply want them to click through to your site so you can continue your relationship with them there. Think of it as dating. The article is like the first flirt. Your web site is inviting a first date.

You must keep your information fresh, useful, and easy to read and easy to apply. In every article offer an easy way to apply some or all of the information in the article.

To keep the information fresh, continue learning yourself. Just because it worked for you 5 years ago does not mean it will work for anyone today, especially online.

To keep the information easy to read, use bullets, numbering, or break the article into many meaningful but short paragraphs.