10.Design for your target market. Find out who your potential customers are and why they come to your site. Use surveys, focus groups or usability studies to discover their preferences, patterns and requirements.

9. Identify your goals for site and introduce content accordingly. One Internet marketer tells story of erroneously marketing an automotive book as an aid to car repair when real market for his publication was new car buyers.

8. Avoid using offline marketing material on Web. Print material requires modification before it's suitable for web viewing.

7. Engage viewer with dynamic environments. Chat features, forums, solicited feedback, and database delivery of custom content go a long way.

6. Provide good navigational structure, including search capabilities for larger sites. Allow your viewers to navigate easily no matter where they entered your site. Free your sales area of links to other Internet sites. Why encourage customers to leave when you've worked so hard to attract them?

Your visitors start to read.

Within two lines they are bored to tears and click away. Your body copy stinks.

Your web site is an advertisement. Whatever its purpose, a web site is selling something:

o Selling you o Selling product o Selling an idea or concept o Selling a dream

Take a look in paper, or a magazine. Which ads do you read? The ones that engage you. The ones that intrigue you, or excite you, or interest you.

The headline is like book's cover - it draws them in. The body copy is what makes them stay and buy in to whatever it is you are selling.

Body copy must be

- Personal - Friendly - Accessible - To point - Easy to read - Benefit driven - Empathetic - Convincing - Persuasive

Take a look at a few of sites run by big Internet marketing names - Marlon Sanders, Cory Rudl, Ken Evoy for example - and you will see how body copy should be written.