Quick question: who’s your ideal customer?
A lot of business owners answer with something that sounds like:
‘Anyone within 2000 miles and money to pay me’.
Two MASSIVE problems with that:
It doesn’t narrow things down a lot.
It only works if you have an unlimited marketing budget.
If we’re trying to reach everyone that fits that description then a marketing budget of around £2,500,000 would be a nice start for our marketing campaign.
But what if you’re working with a marketing budget that’s less than the GDP of a small country?
Well, this article is for you!
Why Mass-Attack Marketing Doesn’t Work
We've all grown up, bombarded by mass marketing. Coca-Cola, McDonald's, Apple. These companies are so omnipresent that it’s almost hard to imagine a world without them.
Then we start our little company. And we realise that we just can't market like Coca-Cola. 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 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 a (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, and you just scoop up the fish. No need for fishing lines or bait or any of that fancy 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, but if your offer is SOLID you’ll also attract the people who are thinking about it, playing with the idea, and considering it. So you’ll scoop up ALL the fish.
So how do you put together an RSO? Let’s talk about that in our next article.
Speak soon,
Thomas
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 one of my team members will be in touch to see if we’re a good match.
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