Quick question: who’s your ideal customer?
Many business owners answer that question with a variation of:
Anyone with a pulse and the money to pay me.
There are two problems with that:
It doesn’t narrow things down a lot and it only works if you have an unlimited marketing budget.
If we’re trying to reach everyone that fits that description then we’ll need a couple hundred million dollars to start our marketing campaign.
So what if your marketing budget is less than what you spend monthly on Starbucks coffee?
Well, good news this article is for you!
Why Carpet Bomb Marketing Doesn’t Work
We all grew up seeing mass marketing: Apple, McDonald’s, Coca Cola, etc… These companies are so omnipresent that it’s almost impossible to imagine a world without them.
Then we start our own company. And we realize that we lack the means of marketing like Coca Cola. We don’t have the budget to saturate the market with our message.
Carpet bombing your slogan or logo doesn’t work unless you’re a billion dollar business. It’s also not how any of these big brands got started.
I’d be willing to bet that every big brand you know got started by using the same mechanism.
They crafted an RSO—a rock-solid offer that directly spoke to their ideal clients, who they identified as their perfect customers for their product or service.
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
There’s a method of fishing called blast fishing or dynamite fishing. Some people figured out that fishing was much easier and quicker if you just threw a stick of dynamite into the water.
The dynamite goes off, fish get killed or dazed by the explosion, and you just scoop them up. No need for a fishing line or bait.
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 strong, 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, the question is, how do you come up with an RSO? We’ll discuss that in the next blog post.
Talk to you soon,
Ryan