Mass Marketing Doesn't Work. Do This Instead:

Quick question: who’s your ideal customer?

A lot of business owners answer that question with a variation of:

“Anyone with a pulse and the money to pay me.”

Two problems with that:

1. It doesn’t narrow things down a lot.
2. It only works if you have an unlimited marketing budget.

If we’re trying to reach everyone who fits that description, a couple hundred million dollars is a nice start for our marketing campaign.

But what if you’re working with a normal small-business budget?

Well, this article is for you!

Why carpet-bomb marketing doesn’t work

We all grew up looking at mass marketing. The giant global brands are so everywhere that it’s almost hard to imagine a world without them.

Then we start our company. And we realize we don’t have the means to market like them. We simply don’t have the budget to saturate the market with our message.

Carpet-bombing your slogan or your logo doesn’t work unless you’re a billion-dollar business. It’s also not how any of those big brands started out.

In fact, I’d bet good money that every big brand you know started by using the same mechanism.

They crafted an RSO. A Rock Solid Offer. An offer that spoke directly to their ideal clients. The people they identified as perfect customers for their product or service.

Effective marketing hinges on that concept and that concept alone. Can you get your RSO in front of the right people?

Dynamite marketing with your RSO

I saw a documentary recently about “blast fishing”. Some fishermen figured out that fishing was a whole lot easier if they just threw dynamite into the water.

Dynamite goes off, the fish get stunned by the blast, and you just scoop them up. No need for fishing lines or bait.

(It’s destructive and illegal, so please don’t actually do this.)

But that’s what an RSO does for you in your market. Not only will your ideal clients be drawn to your message, if your offer is solid you’ll also attract the people who are thinking about it, playing with the idea, considering it. You scoop up ALL the fish.

So how do you put together an RSO? Let’s talk about that in a future post.

Talk soon,

Eric

P.S. If you want to know how I’d build an RSO for your business, fill out the form here and we’ll be in touch to see if we’re a good match.