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Why selling hamburgers to vegetarians doesn’t work

Hi there,

So last night hubby and I saw my favorite ska band, No Doubt in concert. We had excellent seats in the 4th row. I was very proud that this was the SEVENTH concert of theirs we’ve attended until a guy in the 2nd row held up a sign that this was his SIXTY-NINTH concert! Wow! And he’s not even a relative.

 FAIR WARNING: Girl crush gush about to ensue…

The lead singer is a gorgeous blonde bombshell with a set of pipes that even church choir singers would envy. Her name is Gwen Stefani and I have felt like I’ve known her personally since I became a fan in the mid-1990s.

Now, I’ve never met Gwen, nor am I likely to. But she knows her target market – which is largely assertive women, girls, and even some guys, who believe in “girl power” at every age. She whipped the crowd into a singing and dancing frenzy by being authentic, welcoming, and a rock star. She understands her target market VERY WELL and they embrace her.

Today’s article and video event are all about how you can capture that same kind of charisma in your own marketing. If you don’t connect with your target market, you may as well be selling hamburgers to vegetarians!

Let me know what ya think!







Peek over my shoulder as I share my proprietary “tarket” concept that will change the way you write copy forever. This video is like getting access to the copywriter’s secret handbook. Watch me here or click the video to the left!

  How to Work the TARKET Factor

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

Women, like men, are vastly different and fit in multiple categories making market research more challenging, but incredibly important.
Imagine a circle with the words “female prospect” in the middle. Now when you go to categorize your “female prospect” imagine drawing a circle with a line to each quality she has. Here is just a thumbnail of some you should be looking for:

Different segments

  • Age (20s, 30s, 40s, 50s, 60s, 70s) 
  • Single corporate women (with kids/without kids) 
  • Married corporate women (with kids/without kids) 
  • Single entrepreneurs (with kids/without kids) 
  • Married entrepreneurs (with kids/without kids) 
  • Single white collar workers (with kids/without kids) 
  • Single blue collar workers (with kids/without kids) 
  • Stay at home moms

Different lifestyles

  • Active 
  • Sedentary 
  • Straight 
  • Gay 

Education level

  • Ethnicity
  • Religious affiliation
  • Aging parents/grandparents
  • Hobbies
  • Pets
  • Financials 

The list is practically endless but you can see our female prospect has different needs based on different categories.
Here’s how you work the TARKET FACTOR. One of the things I figured out a long time ago is when you’re writing copy or any marketing materials, you need to be very specific about who you’re talking to. So rather than writing to a mob of people – your target market – I recommend you write to a SINGLE PERSON – your TARKET. “Tarket” is the term I coined as the singular of target market. It’s like your persona or character or avatar who is a representative of the majority of your ideal customers.
I created this concept and it’s a very useful device when writing copy because it’s extremely connecting and relationship-building which is what women in particular look for.
Here’s how it works. You’ll want to take notes on this.

First you do your target market research so you know where they live, where they shop, what motivates them to spend, what problem you solve. 

Next, I’m asking you to take it a step further. When you’re writing your copy I want you to imagine a single person and write to that person. I want you to choose a gender, an age, a back story, even a name. I want you to be able to picture that person and write to her. For example, my tarket is Nikki Stanton, a 37 year old divorced entrepreneur with a web conferencing business. She’s Internet and business savvy. 

  • Invests most of her profit back into the business. 
  • Lives in San Diego in a gated community with her 10 year old daughter, Madison. 
  • Involved in daughter’s school and drives her to dance classes. 
  • Has a home office making approximately $117,000 per year. 
  • Jogs 3 times a week in the neighborhood. 
  • She loves to find bargains on designer clothes. 
  • And dreams of visiting Italy with her daughter someday. 

This technique makes your copy very personal, like you’re talking to the reader on the other side. Copywriting is actually an interactive activity. There is the writer – you – and the reader or prospect. As soon as the prospect doesn’t feel connected or interested the relationship is over.

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

How would you like me to hold your hand every step of the way, and give you my best copywriting techniques to take you from a blank page to copy that sells? Wish granted! I’ve collected my best A-Z formulas for writing copy (even if you’ve never written a lick of copy before) and put them all in the Second Edition of my book, Quick Start Guide to Writing Red Hot Copy You can grab your copy at the Kindle store. Be sure to download the companion ACTION GUIDE that’s linked in there too. You’re going to love this! 


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