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The Four Archetypes In Tarketing

Hi there,

I am so digging the delivery of my final She Factor Copywriting Bootcamp class. What a group of sharp people! (I do have to admit I’m getting some grumbles that this is my last virtual class. Sorry, gang. I love teaching it so much but there are some new opportunities on the horizon that are pulling me.)

This week in class we’re going into great detail about the “tarket” which is a term I coined years ago. A tarket represents a single representative of your entire target market. A tarket is singular, while your target market is plural. The more you learn to write to ONE PERSON as a time, the more powerful and personal your copy will sound.

This session in Bootcamp we’re going to be discussing archetypes and how they impact your tarket. You can peek behind the curtain with this week’s article. Enjoy…

Also if you’re a copywriter or freelancer, this is your last call to invest in my mentor John Carlton’s Copywriting FREELANCE COURSE.  As expected, the people who bought it are beyond pleased and already seeing results. (Hard to believe it used to run $995 and is so dang cheap right now. Truly was worth more than the original price!)

Remember to BE YOURSELF! You are wonderful!



“The She Factor Copywriting Bootcamp!”

Registration for the final She Factor Copywriting Bootcamp is now closed. Thanks to those who took advantage of this class and joined me.

The Four Archetypes In “Tarketing”

by Lorrie Morgan-Ferrero, Expert Copywriting Strategist

When you’re looking to address a certain market, you want to know as much about that market as possible…especially how they make their decisions.

Let’s take women for example.

There are all kinds of women fitting in all kinds of markets. It makes it difficult to pinpoint how to approach her with the copy.

•    But when you understand her values,
•    what makes her tick, and especially,
•    how to speak in a way that encourages her to buy you have a much better chance of getting her to make a purchase.

Generally speaking there are four main archetypes people fit into. By archetype I mean how personality is hard-wired.

This isn’t a new concept. No matter what you call them…the four archetypes, temperaments, personalities (or even my term, tarkets) have been documented since 370 BC.  Hippocrates who is the father of western medicine believed personalities were a result of the four “humours” residing in our bodies. He theorized our behavior and emotions depended on how much blood, yellow bile, black bile, or phlegm we had in our bodies.

Before I lose you, let me explain.

•    Blood dominant bodies were cheerful.
•    Yellow bile bodies were enthusiastic.
•    Black bile bodies were somber.
•    And phlegm bodies were calm.

So much credence was put on Hippocrates’ theory that it became the basis for Greek and Roman psychology.

I won’t bore you with the hundreds of years of evolution these four humours took but today they look remarkably similar to theories put forth by many others including Carl Jung, Myers-Briggs, and David Keirsey. There have been many different labels attached to each of the four archetypes throughout history. But the ones that make the most sense today in marketing are the most recent ones put forth by Keirsey.

Keirsey’s labels are Artisans, Guardians, Idealists, and Rationalists. When you understand the qualities of each category, marketing to them suddenly becomes easier.

Artisans tend to work well with tools. Most comfortable in the here and now. They have an attitude of if things go wrong, oh well…that’s the breaks. Brush yourself off and move on. They thrive on action and getting things done. They are risk-takers. Adjectives that describe Artisans are colorful, tactical, effective, playful, optimistic, daring, adaptable, impulsive. They are drawn to careers in the entertainment, sports, and political arenas. Artisans make up about 30-35% of the population.

As a tarket, the Artisan will look for emotional appeal and excitement in your copy to make her decision.

Guardians tend to be more traditionalists. They are sensible, down-to-earth, and just want to know the facts although they enjoy lively discussions about ideas. Guardians are extremely thorough and interested in things that will make their lives run smoothly. They are very social but take responsibility seriously. They appreciate respect though are a little reserved about bragging personally. Adjectives for Guardians are factual, law-abiding, logistical, managerial, stoic, cautious, dependable, helpful, concerned, trusting of authority. Guardians make up about 40-45% of the population.

As a tarket the Guardian is likely to read every word of your copy and print out the sales letter to check off each item she is getting.

Idealists (that’s me) believe we should all get along and take measures to collaborate. The world is full of potential and endless possibilities. They work on themselves for self-discovery and to be the best person they can possibly be. They hold themselves up to a higher ideal than they expect from others and can be hard on themselves if they feel they fall short. Adjectives to describe Idealists include imaginative, ethical, diplomatic, humanitarian, trustful, empathetic, kind-hearted, authentic, enthusiastic, intuitive, introspective. Idealists make up about 15% of the population.

As a tarket the Idealist wants to know what’s in it for her but ALSO what’s in it for her loved ones and family. Be sure to include that information in your copy for best results with an Idealist.

Rationals are problem-solvers. They’ve never met a puzzle that didn’t pique their curiosity. They are incredibly goal-oriented and very independent in their thinking. They won’t agree with someone just to be ‘politically correct’. They weigh out the information and make up their own minds. Adjectives that describe Rationals are theoretical, strategic, analytical, pragmatic, skeptical, determined, driven, independent, calm, curious, and logical. Rationals are actually pretty rare making up only 10% of the population.

As a tarket the Rational isn’t moved by emotional hype. Your best bet at attracting a Rational buyer is to be thorough in tangible offerings your copy makes.

The best way to write successful copy is to hit the needs of each archetype. For the Artisan you’ll need to make the copy engaging and fun. For the Guardian, you must be thorough and make the copy scannable. For the Idealist you must highlight the benefits to her community, not just to her. And for the Rational you want to be sure to cover every detail.

Do you know what your archetype is? Take the free test at and discover if you are an Artisan, Guardian, Idealist, or Rational. This kind of self-discovery not only makes you a more aware marketer, but it also opens your eyes to how your target market may respond to your products or services.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor Copywriting Bootcamp“, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at

Calling All Aspiring Copywriters!

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