One very important thing to remember when using article marketing is the need to connect with populations of people.  If you write your article impersonally, just stating facts or repeating how great your business is, nobody will read your article.  However, if you tailor your article to be accessible and appreciable to people who might do business with you, you'll be far more successful.

Your articles should be geared toward people who are actually in need of your business.  If you're a computer retailer, you are trying to help people find the right computer to buy.  You need to connect with the issues that a potential customer is experiencing, like, "What brand is best? What specs do I need? How do I find out how to use it?"

It's very easy to neglect these simple needs that a consumer has, and thus completely fail to connect with them or to get them the message that you're trying to get across.  You can address these needs via many different articles, including ones that address several issues briefly or ones that are dedicated in detail to a single issue.  Once consumers see that you are trying to help them, they will be more receptive to your article marketing.

For articles specifically about your business, it's also important to mention how your business can help consumers get what they need or want.  Many consumers expect to be faced with a combative or unpleasant experience when dealing with a purchase.  This is your chance to prove to them that this is not what they should expect.  It's a great opportunity to start the customer experience off on the best possible footing.