Lorrie Morgan-Ferrero has released the latest issue of ‘Copywriting TNT’ newsletter Volume 7, Issue 14 article. The featured article is titled “The Super Simple Secret All Copywriters Know.” [eZine Article]


Lorrie Morgan-Ferrero’s ‘Copywriting TNT’ Newsletter Volume 7, Issue 14 article:

‘The Super Simple Secret All Copywriters Know’

Wanna know the secret to my success as a copywriter? Once you get this concept, you’re practically guaranteed to boost sales for yourself AND your clients.

Ready? Here it is in a nutshell. Focus on the catch and not the pitch. If you’re tossing a baseball to your kid, would you turn around and throw it in the bleachers? Or would you aim it toward his glove so he has a successful catch? In other words, instead of spending the majority of your time crafting HOW you’re going to sell your audience with your offer, focus on finding out WHO the heck you’re talking to!

You must uncover exactly who your target market is, then narrow it down even further to a specific TAR-KET! The word tarket comes from combining the words “target” plus “market”. I coined the term because it’s CRITICAL you think in the singular, not plural. Target market sounds like a mob. Tarket is one person.

Over the years, I’ve developed a step-by-step approach to laser focusing on the tarket I call the “IQEE”. Not so I can have a cutesy acronym. But so I can remember to check off each step! Each of these letters drill down to more specifics than I can cover in this article, but I can give you enough to get started.

STEP 1: “I” – IDENTIFY TARKET
Who is your client? You already know it’s not “everybody.” Again, when you write your copy, you’re writing to one person and one person only. The more you can actually visualize your tarket, the more conversational and effective your copy will be.

Once you have a grip on the average target market, you’re ready to eliminate all but one. Don’t worry. No one gets hurt. It’s just for your copy. Now I want you to imagine the hair color, gender, age, health, marital status – everything you can think of – regarding your particular tarket. At the end of this exercise, you should have an imaginary friend in mind to sell to. Name your tarket. Mine is called Nikki.

STEP 2: “Q” – QUERY
“Q” isn’t about your projections, but what your real tarket wants. Wouldn’t you agree the only opinion that matters is the opinion of the customer? Good. (I have such a smart subscriber list!)

Now that you know who your tarket is, you gotta dig deeper. I mean pick up the phone and CALL people in your target market. Keep your questions open ended. You’re a detective, gathering information. Listen closely to their WOES so you can offer the solution in your copy. (FYI, Alex Mandossian does a broader job with his online system, the “Ask Database”. This powerful database sorts whatever keyword and keyword phrases the user types in so you get a crystal clear picture of what your target market wants to know! I highly recommend you incorporate this tool in your tarket research).

STEP 3: “E” – EXECUTE
Okay, now that you know what your target market wants and needs, funnel their answers down to your single tarket. Now you’re ready to craft your copy and offer. If you did the first steps right, the copy practically writes itself. Remember to visualize your tarket. Nothing makes your copy more engaging than when you zero in on the RIGHT tarket.

STEP 4: “E” – EVALUATE
Finally, LOOK AT your results and see if you hit a bull’s eye or wrote a brick. You should have inserted a tracking link or code for each of your copy campaigns. Don’t know how to test and track? They’ll teach you everything you need to know at Click Start Cart(a private label of 1 Shopping Cart – the most powerful e-commerce software available). It has a tracking module that’s easy to follow for split tests. And there’s detailed training available on the site. (F~ree 30 day trial.)

So in some ways copywriting is just like school. If you want to be successful do your homework, turn it in and follow up to see if your answers were correct!

About Lorrie Morgan-Ferrero

Award-winning Lorrie Morgan-Ferrero of Red Hot Copy is the top female copywriter in her industry. While her strategies teach both men and women how to massively increase their profits, she is aware that women make 85% of all purchasing decisions. Now she can teach you how to find, catch, and keep your share of the female market. Get details at http://www.TheSheFactor.com

‘Copywriting TNT’ Newsletter

* IMNewswatch would like to thank Lorrie Morgan-Ferrero for granting permission to reprint the latest ‘TNT Newsletter’.

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