Mass Marketing Doesn’t Work. Do This Instead:

Quick Question: Who’s 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:

1. It doesn’t narrow things down at all.

2. It only works if you’ve got an unlimited marketing budget.

If you’re trying to reach everyone with a pulse and a wallet, you’d better start with a couple million dollars—just to get the ball rolling.

But what if your marketing budget isn’t as big as the GDP of a small African country?

Well, this article is for you!

Why Carpet Bomb Marketing Doesn’t Work

We all grew up watching the giants—Coca-Cola, McDonald’s, Apple. These companies are so omnipresent it’s hard to imagine a world without them.

Then we start our own businesses and quickly realize we’re not Coca-Cola. We don’t have the budget to plaster our message across every billboard, TV screen, and social media feed.

Carpet bombing your slogan or logo doesn’t work unless you’re swimming in billions. And guess what? That’s not how these big brands started out.

In fact, I’d bet serious money that every big brand you know started by using the same strategy. Not mass marketing.

They crafted an RSO—a Rock Solid Offer. An offer that spoke directly to their ideal clients. The ones they identified as their perfect customers.

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 watched a documentary recently about ‘blast fishing’ or ‘dynamite fishing.’ Some folks (I think it was in Tanzania) figured out fishing’s a whole lot easier when you chuck a stick of dynamite into the water.

Boom! The dynamite goes off, the fish get stunned, and you just scoop them up. No fishing lines, no bait, none of that nonsense.

That’s what an RSO does in your market. Not only will your ideal clients be magnetically drawn to your message, but if your offer is solid, you’ll also reel in those who are on the fence—thinking about it, toying with the idea. You’ll scoop up ALL the fish.

So, how do you put together an RSO? We’ll dive into that in the next post.

Talk soon,

Jake

P.S. If you want to see how I’d implement an RSO in your business, get in touch. Click the button below and fill out the form below, and one of my team members will reach out to see if we’re a good fit.

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P.S.S Here is a picture of the dynamite fishing