You can find out a lot about your site visitors'
preferences and habits by looking at the server
logs your web host supplies:

? What's the most popular page on your site?
? What pages do visitors stay on for the longest
time?
? Where do people most often click away from your
site?
? When do most people visit your site?
Also consider the questions or comments you get
from customers after a sale. What do they want to
know? What do they like or dislike?

All this hard information will help you come up
with copy that addresses your users' specific
needs and anticipates any questions or objections
they might have--just the way a sales rep would
do in person.