Mass Marketing Doesn't Work — Do This Instead
Hi,
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, a couple hundred million dollars are a nice start for the marketing campaign.
But what if you're working with a marketing budget that's a bit more modest than that? Well, this article is for you.
Why Carpet Bomb Marketing Doesn't Work
We all grew up looking at mass marketing. Coca-Cola, McDonald's, 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 we lack the means to market like they do. 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. And it's not even how those big brands started out.
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.
Dynamite Marketing With Your RSO
There's a thing called 'blast fishing' where fishermen figured out that fishing was a whole lot easier if you just chucked a stick of dynamite into the water. Fish get dazed by the blast, you just scoop them up.
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, considering it. You'll scoop up ALL the fish.
So how do you put together an RSO? We'll talk about that in the next post.
Talk soon,
The AKW Marketing Team