First things first: If you haven’t checked out this article
Why Mass Marketing Doesn’t Work For Small Business
You probably want to start there. It’s worth it, trust me.⠀
The number 1 thing you can do to make marketing for your business to pay off is: to craft an RSO.⠀
A Rock Solid Offer.⠀Here’s how:⠀
The Deadliest Mistake When Crafting An Offer⠀
Let’s say we run a marketing agency and we need to come up with a good offer to attract clients.⠀
Most business owners will come up with something like:⠀
‘Call us today for excellent customer service and competitive pricing’
⠀or⠀
‘We’ve been in business for 15 years and we’re experts in our field’⠀or⠀‘We can handle your ads for you and we have done this for 100+ other customers’
Look around you and you’ll see this type of marketing EVERYWHERE.⠀
Here’s the major problem with it:⠀It’s B-O-R-I-N-G.
Generic. Doesn’t stand out. Doesn’t get your prospect’s blood running hot. Doesn’t even register when your ideal client scans headlines.⠀How do I know?⠀Because the competition can say the exact same thing.⠀ The First Element Of Your RSO⠀When I tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to make their stuff outrageous.⠀Lasershows, blinking lights, airhorn noises, confetti, maybe also throw a flamethrower in there for good measure.⠀ That’s not what I mean.⠀Oil changes are very boring to me. But if my car is telling me that it’s almost time to get my oil changed? All of a sudden it shoots to the top of my list of things that are interesting.⠀I start looking for oil changes and what do I see?⠀‘Changing your oil is important and good for the engine’‘$150 oil change. Book here protect your engine, change your oil today’⠀All of that stuff doesn’t cut it. Because it doesn’t step into MY world. The world of your customer.⠀And you know what my main question is about this oil change thing?⠀ “How long is this going to take?”.⠀ So if you want to make it interesting for me you come up with something like:⠀ ‘Book your 25 minute oil change online. Fixed in no-time flat’⠀That’s a great start for an offer. It’s not an RSO yet, but at least we’re making progress. You don’t fix ‘the boring problem’ by being outrageous.⠀You fix ‘the boring problem’ by thinking about your customer, stepping into his world, entering the conversation going on in his mind.⠀ That’s only one element though. A great RSO usually has three, so we still have two more to go.⠀We’ll talk about those in the next article in this series.