Mass Marketing Doesn’t Work. Do This Instead:

Quick question: Who is your ideal customer?

A lot of business owners answer that with a variation of.

Anyone with a pulse and the money to pay me.

Two problems with that

It doesn’t narrow it down a lot. 

And it only works if you have unlimited d budget.

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

But what if you do not have the marketing budget the same as the GDP of a small African country?

Then this article is for you. 

Why scatter gun marketing does not work

We all grew up with mass marketing. Coca-Cola, Mcdonalds, Apple. These companies are so omnipresent it is almost impossible to imagine a world without them.

But then we start our own business and run into a problem, we don’t  have the marketing budget of Coca-Cola. We simply don’t have the money 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 the way that any of these 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 directly spoke 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. Are you able to get your RSO in front of the right people? 

Dynamite Marketing With Your RSO

I saw a documentary recently about a thing called ‘blast fishing’ or ‘dynamite fishing’. Some people (I believe it was in Tanzania) figured out that fishing was a whole lot easier if you just chucked a stick of dynamite into the water.

Dynamite goes off, fish get killed or dazed by the blast, you just scoop them up. No need for fishing lines or bait or any of that stuff.

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

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

Talk soon,

Amos

P.S. If you want to know how I would implement an RSO in your business, feel free to get in touch. Fill out the form Here and I will be in touch with you to see if we would be a good fit to work together.