According to Price and Price, audiences were traditionally thought of
as a vast and vaguely defined crowd (2002). Because the web provides a
voice to individuals and niche groups, the concept of this mass audience is
disintegrating.
Price and Price go on to argue that the Internet has led to an audience of one
(2002). What does this mean? While your audience is not literally one person
(and if it is, thank your mum for reading your website, but spend some time on
growing your readership), it is not a vast, vaguely defined crowd. Instead, online
we have many niche audiences who are used to being addressed as individuals.
When you are writing marketing material, you need to identify that individual,
investigate what they want and write as if you were speaking directly to them.
The individual that you have in mind when you are writing could also be called
a persona.