Why Mass Marketing Doesn’t Work. Do this instead:

Quick question for you: Who’s your ideal customer?

Most business owners would say:

”Anyone who has money and a pulse”

2 problems with that answer:

1) It’s not specific enough

2) It only works if you the marketing budget of coca-cola

If we’re trying to reach everyone that falls in that category then a couple 100 million dollars would be a good start for our marketing campaign.

So you might ask yourself; what if I’m working with a marketing budget that’s less then the GDP of a 3rd world country?

I’ll explain that in this article.

Why Mass Marketing Doesn’t Work

We’re all familiar with mass marketing. Being bombarded with it since our childhood. Coca cola, Pepsi, McDonalds, Apple, etc. These companies are so omnipresent that it’s almost hard to imagine a world without them.

Then we start our own company. And we quickly realize we simply lack the budget to flood the market with our message.

Carpet bombing your slogan or your logo doesn’t work unless you’re a billion dollar business. Besides, it’s not the way that any of these big brands started out.

Actually, I’d bet good money that every big brand started out using the same mechanism.

They crafted a RSO. A Rock Solid Offer. An offer that directly spoke to, and resonated with their target customer.

Effective marketing relies entirely on that one concept. Are you able to get your RSO in front the right audience?

Dynamite Marketing With Your RSO

I recently watched a documentary about a thing called ‘blast fishing’ or ‘dynamite fishing’. Some people (I believe it was in Tanzania) figured out that fishing was a whole lot easier if you just chucked a stick of dynamite into the water.

The dynamite goes off, fish get killed or dazed by the blast, you just scoop them up. No need for fishing lines or bait.

That’s what an RSO will do for you in your market. Not only will your ideal customers be magnetically attracted to your message, but if your offer is solid you’ll also attract the people that are thinking about your offer, playing with the idea, considering it. So you’ll scoop up ALL the fish.

So how do you put together an RSO? Let’s talk about that in the next blog post.

Talk soon,

Jan