Quick question: who’s your ideal customer?
If your answer sounds something like “Anyone with money who’s willing to pay me,” we’ve got two major issues:
1. You’re not narrowing it down at all.
2. Unless you’ve got a marketing budget the size of Coca-Cola’s, that’s not going to fly.
If your marketing strategy is “reach everyone,” you might as well be lighting a match to your budget. But if you’re working with a budget that’s less than the GDP of a small country in Africa, this post is for you.
We’ve all grown up seeing the giant players like McDonald’s, Apple, and Nike plastered across billboards, TV screens, and online ads. Their brands are quite literally everywhere, and it feels like they’ve always been there. But here’s the catch:
They didn’t start that way.
These massive companies didn’t start by flooding the market with their message. That “carpet bombing” approach only works when you’re sitting on a phat pile of cash. They started by honing in on a very specific group of people who needed their product. They figured out exactly who those people were and crafted an irresistible offer just for them.
And guess what? Absolutely nothing has changed since then which means, so can you. The same principles still apply.
The Key to Good Marketing: (RSO)
Here’s the thing, effective marketing doesn’t come from screaming your message at everyone.
It comes from focusing on the right people. You don’t need to target the masses; you need to reach the people who are already searching for what you are offering.
And that’s where your Rock Solid Offer (RSO) comes in.
An RSO is a tailored offer that speaks directly to your ideal clients. It’s something so compelling, so perfectly suited to their needs, that they can’t ignore it. The bigger brands we all admire? They all started by figuring out who their perfect customers were and speaking directly to them with an irresistible offer.
Fish and Dynamite
I recently came across a documentary that introduced me to something called “dynamite fishing.”
Apparently, In parts of Tanzania, some fishermen have figured out some kind of high level technologically advanced fishing and this is how they do it:Instead of casting nets and waiting hours and hours for a catch, they just toss a stick of dynamite into the water and Boom! Suddenly, fish are everywhere, and they scoop them up with ease.
Your RSO can work the same way.
When you’ve got a strong offer, you don’t have to go searching for your customers, they come to you. Not only do you attract your ideal clients, but you also catch those who are on the fence, thinking about your service, or not even realizing they need it yet. A well-crafted RSO doesn’t just cast a net it brings in all the fish.
So, How Do You Create Your RSO?
We’ll dive into the specifics of building your RSO in the next post. But here’s the key takeaway: If you want your marketing to improve drastically, stop trying to talk to everyone. Instead, try focusing on the people who actually need what you offer and hit them with a message they can’t ignore.
Talk soon,
Tinashe
P.S. Curious about how I’d implement an RSO in your business? Let’s chat. Fill out the form at <link>, and we’ll see if we’re a good fit.
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