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 affiliations
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.
