What I’m going to share with you is something that many, many people overlook. And frankly, it’s the first place to start when you’re getting ready to write a copy.
You must define your tribe and know who you are writing to before writing a single copy word.
If you’ve followed me before, this process may sound familiar. But remember, KNOWING and DOING are two different things. These 3 steps are also the steps to create your TARKET!
The word “tarket” comes from the combination of the words “target” plus “market”. I coined the term because it is CRITICAL to think in the singular, not in the plural. The target market sounds like a mob. Tarket is a person.
- “Target” + “Market” = “TARKET”
- The target market is plural
- TARKET is singular
When you write your marketing copy and can imagine yourself sitting in the same room with a real human being, your words will come to life.
Step one: reveal the problem you solve
This part of the process is about you doing the inner work of what you really offer that is unique.
- Have a clear idea of what you bring to the table.
- Research offerings for other similar products or services in your industry.
- Discover what makes you unique
Part of the first step is identifying your area of expertise and putting it into a category. Even if you have many areas of expertise (or know a little about each of these topics) focus on selecting just one for the purposes of this exercise.
What is your general area of expertise?
- Health and nutrition
- Creative arts
- Healing and energy work
- Business and wealth creation
- Love and relationships
It is essential to bring your CONSCIOUSNESS to your area of expertise. You have to be able to narrow your focus and bring clarity to the image so that your tribe (or target market) knows how you are going to be able to help them.
Think of the old days when there were still bookstores. When searching for a specific book, I would find out which section it would be archived in and then go to that specific section. You don’t usually find “children’s” books in the “history” section. There are also no “psychology” books in the “references” section. Do you see where I am going with this concept? You must be relentlessly precise in defining your own experience so that there is no room for confusion. Make sense?
Step Two: Complete Your Tarket Checklist
It is important to dig deep and find as much information about your tarket as possible. The important thing to remember is that you are writing to ONE PERSON, even though your copy may be read by others with many different qualities. Your copy is most powerful when you focus on ONE PERSON. Trust me this time.
So here are some qualities to get you started. The more details you can think of, the more connected your copy will be and the more sales you will make. Period.
- age
- Gender
- Civil status / history
- Kids
- Older parents / grandparents
- Religion
- Education
- Activities
- Pets
- Training level
- Physical attributes
You can also ask yourself other questions such as:
- What are your psychographies, like what magazines, books or movies do you like?
- What is your true financial image?
- What is a normal day like for her?
- What are your values and priorities in life?
- How much do you use technology?
- What are you ultimately looking for in life?
Step three: create your Tarket story
This is where you can get super creative. But it is also the most important piece of the 3-step formula. When you bring your tarket to life, she becomes an ally in your copy, every time you sit down to write. Here is mine:
Gabrielle “Gaby” Anderson is 44 years Y divorced. She has a 13 year old son daughter named Jessica, who has severe food allergies, so Gaby keeps up with all the nutrition. They both eat clean and often raw (but not always, Gaby likes to splurge occasionally on wine and cheese). Gaby is a masseur and work with clients on it House with 3 bedrooms and 2 bathrooms in a busy little suburb in Studio City, California, while Jessica is at school. She earned approximately $ 143,000 last year. Gaby loves yoga but he only goes twice a week. She is a avid student of personal development and read tarot cards. Gaby has a group of 5 close friends but keeps her free time for her daughter. She believes in giving back and volunteers (along with Jessica) one weekend a month at the Animal Shelter. She’d like to take advantage of her dollar-per-hour model so she’s not so tied up in the massage business, but she’s not sure how to get started.
(Note that I highlighted Gaby’s qualities that are relative to my copy.)
The feedback I always get when I do this exercise is how simple but powerful it is. Even if you’ve done it before, it’s worth updating your marketing and doing it again. It’s like rekindling a romance … the love of your community.