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:
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 couple hundred million dollars are 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 African country?
Well, this article is for you!
Why Carpet Bomb Marketing Doesn’t Work
We all grew up looking at mass marketing. Coca Cola, McDonalds, Apple. These companies are so omnipresent that it’s almost hard to imagine a world without them.
Then we start our company. And we realize that we lack the means of marketing 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 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.
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