Three things executives care about: "Will it take my time or my company's time? Am I incurring significant risk? Will it cost me or make me money?"
Three things managers think about: "Can I trust the quality? Will I get good service? Is the price the best deal I can get or is it fair?"
Think about your audience. Maybe it's managers and executives. Students. New hires. Recruits. Vendors. Partners. Existing customers. One message does not fit all.
Here are five practical ways your Web assets can speak to different audiences.