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Quick question: who’s your ideal customer? A lot of business owners respond with something like: "Anyone with a pulse and the money to pay me."
Two issues with that:
It doesn’t narrow down your audience.
It only works if you have an unlimited marketing budget.
If your goal is to reach everyone, you’d need a couple hundred million dollars just to get started. But, if your marketing budget is a bit more modest (i.e., less than the GDP of a small African country), then this one’s for you!
Why Carpet Bomb Marketing Fails
We’ve all grown up watching mass marketing from giants like Coca Cola, McDonald's, and Apple. These brands are everywhere, and it’s hard to picture a world without them.
Then we start our own businesses, only to realize… we don’t have the funds to market like Coca Cola. We can’t afford to cover the market with our message.
Unless you’re a billion-dollar company, flooding the market with your slogan or logo won’t work. And guess what? That’s not even how these big brands got started. I'd bet every successful brand began with one key strategy.
They created an RSO—Rock Solid Offer. An offer that speaks directly to their ideal clients, the people they’ve identified as the perfect match for their product or service. The heart of effective marketing is this: can you get your RSO in front of the right people? Blast Marketing with Your RSO Saw a documentary recently about something called "blast fishing" or "dynamite fishing." Some folks (I think it was in Tanzania) figured out that fishing became a lot easier when you threw a stick of dynamite into the water.
Boom! The dynamite goes off, fish are either killed or stunned by the blast, and you just scoop them up. No need for fishing lines, bait, or fancy techniques. That's exactly what an RSO does for your business. Not only will your ideal clients be drawn to your offer like a magnet, but you’ll also attract those who are on the fence—thinking about it, considering their options. You’ll scoop up all the fish. So, how do you create an RSO? Let’s dive into that in the next post.
Talk soon,
Ed
P.S. Want to know how I’d set up an RSO for your business? Just fill out the form at https://www.nexalate.com/book-online, and I'll get in touch to see if we’re a good fit!
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