Think about something Bill Cosby said and ask yourself "how does this apply to your current marketing. Cosby stated “I don’t know key to success, but key to failure is trying to please everyone."

Are you trying to be everything to everybody? Are you even trying to be one specific thing to everybody?

Re-examine your marketing strategy and trim fat and focus on very specific niche markets. Heck, go even further than niche marketing and fragment that niche to micro levels.

For example there are two broad markets that relate to some of our offerings. They are "investors" and "traders". These are two very different and distinct groups of people which approach stocks and futures trading completely different.

So we go to internal niche markets of "traders" and look at "stock traders", "futures & commodity traders", and "forex traders".

In fragmenting these markets we go on a micro level to create multiple opportunities such as "stock day traders", "emini stock day traders", "futures day traders", "index futures day traders". How about options trading? You have "stock options traders", "futures options traders" and "forex options traders."

The needs, wants, desired, must haves, should haves, etc of each fragmented group are different.

While they all want to make money in how they trade, why they trade and what they trade… getting to output requires different input and processes.

Just what is web copy? Some people think that web copy is anything that is written on a web page. But that is "content" and it is decidedly different than web copy. Simply stated, web copy is copy that is used to sell anything on a web page. So now you say, but that's "sales copy." And you would be partly correct, but traditional direct mail copy and web copy are two different animals.

You see, people are used to a certain way of expression on web, and you must be able to tap into that to make your web copy effective. Traditional direct mail copywriting is filled with hyperbole and exaggerations, and people are used to seeing that in direct mail. However, on 'Net, it's an entirely different ball game. People are used to a more relaxed style on Internet and most won't tolerate anything else.

With that said, what should you do if you're writing copy for web? Write in a friendly, engaging style. Use soft-sell approach with web copy. Make your copy more informational. Maria Veloso recommends writing in an editorial style. And I agree. I've been using Internet since 1993, when it first became available for use by general public. I've read thousands of web sites. I've been exposed to traditional direct mail copywriting on Internet and I've read it all. I have to side with Maria on this because of my vast experience on Web.