Building on the your target audience, and your purpose in contacting them, it’s now time to craft your message. Your purpose will drive your content.

For instance, if your purpose is to get readers to your web site, you should offer some “teaser” content: maybe it’s a headline, or the first three lines of a recent article on your site. Something that will grab the reader’s attention, and entice them to take further action. Then follow that teaser with a link to a specific page with that entire article. If, rather, your purpose in contacting your readership is to sell product, your content will need to be crafted in that direction.

The concept is not difficult to grasp, but starting with an analysis of your audience and your purpose will make crafting your message much more direct, and the more direct your messaging, the greater the impact of your marketing.

Do you post to a blog on a somewhat regular basis? A great way to get new and recurring traffic is to notify your subscribers when you have new content available on your blog. Sending a short “teaser” with a link to your blog page to “read more” will 1) show your readers that they matter, 2) bring more traffic to your site, and 3) give you a little rapport with Google and most of the other search engines.