Mass Marketing Doesn’t Work. Do This Instead:

Quick question: Who’s your ideal customer?

Many business owners answer that question with something like:

“Anyone who has a pulse and the money to pay me.”

Two problems with that:

1. It doesn’t narrow things down much.

2. It only works if you have an unlimited marketing budget

   
   

If you’re trying to reach everyone that fits that description, then a couple hundred million dollars would be a good start for your marketing campaign.

But what if your marketing budget is more in line with a small startup than a global corporation?

Well, this article is for you!

Why Carpet Bomb Marketing Doesn’t Work

We all grew up seeing mass marketing everywhere. Coca-Cola, McDonald's, Apple. These brands are so dominant, it’s almost impossible to imagine a world without them.

Then you start your business, and you quickly realize you don’t have the resources to market like Coca-Cola. You simply don’t have the budget to blanket the market with your message.

Carpet bombing your slogan or logo doesn’t work unless you’re a multi-billion-dollar company. In fact, that’s not how any of these big brands started.

I’d bet anything that every major brand you know began with a different strategy.

They crafted an RSO—a Rock Solid Offer. An offer that was tailored to their ideal clients. The people they knew were the perfect match for what they were selling.

Effective marketing depends on one thing: Are you getting your RSO in front of the right people?

Dynamite Marketing with Your RSO

I watched a documentary recently about something called "blast fishing" or "dynamite fishing." It was in Tanzania, I believe. Fishermen discovered that catching fish was much easier if you just tossed a stick of dynamite into the water.

The dynamite explodes, and the fish are either killed or stunned by the blast. You don’t need fishing lines, bait, or anything else—just scoop up the fish.

That’s what an RSO will do for you in your market. Your ideal clients will be magnetically drawn to your message, and if your offer is solid, you'll also attract those who are on the fence or just considering the idea. You’ll catch all the fish.

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

Talk soon,

Mohamed

P.S. If you want to learn how I would implement an RSO in your business, feel free to reach out. Fill out the form HERE, and one of my team members will get in touch to see if we’re a good fit.