Once you know exactly who your ideal clients are and your target audience, take a look at their age. As our population continues to get older, more and more of us fall into the Baby Boomer category. Yet I regularly see advertisements and information geared more towards the younger crowd.
There is a post by James Chartrand that addresses this situation very well. James talks about writing to an older audience and what you need to consider. Using short, concise sentences, and a larger font size are just two of the reasons to think about what and how you write.
When I write my web sales copy I write directly to the person whom I believe will be reading it. I have given this person a name, age, location, interests, annual income, and more. This person represents all of the men and women in my target audience. I get inside of the mind of this person and answer their questions before they even think to ask them. You can do the same thing. Be sure to address the needs and wants of your ideal client, whether you are writing an article, a blog post, an eBook, or sales copy.
You can download my 21 element Copywriting Checklist and apply this information to every point on the list. Writing web sales copy is different from print copy. You will see that as you read through the checklist. Being able to reach your target audience and offer them copy that is easy to read will save you time and make you money.