Mass Marketing is a Money Pit—Here’s What Works Instead
Quick question: Who’s your ideal customer?
A lot of business owners respond with something like:
“Anyone who breathes and has a credit card.”
Two big issues with that:
1. It doesn’t actually narrow things down.
2. It only works if you’ve got an unlimited marketing budget.
If you’re trying to reach everyone who fits that description, you’d better have a war chest the size of a Fortune 500 company.
But what if your marketing budget is a little closer to reality?
Then keep reading.
Why Blanket Marketing Fails
We’ve all been raised on mass marketing. Coca-Cola. McDonald’s. Apple. These brands are so embedded in daily life that they almost feel like forces of nature.
Then we start our own business. And reality hits.
We don’t have billions to flood the airwaves or plaster our brand across every billboard. And here’s the kicker—neither did they when they started.
None of these giants built their empire by throwing their logo at the masses.
Instead, they nailed one thing early on: a killer offer targeted at the right people.
They built what I call an RSO (Rock Solid Offer)—a compelling, irresistible offer crafted specifically for their perfect customers.
And that’s exactly what you need to do.
The Power of an RSO—Marketing That Works
Ever heard of blast fishing? In some parts of the world, fishermen skip the whole bait-and-hook thing. Instead, they toss a stick of dynamite in the water. Boom. Stunned fish float to the surface, ready to be scooped up.
That’s what an RSO does in your market.
Instead of slowly casting lines, hoping someone bites, your offer draws the right clients to you like a magnet. Not just the ones ready to buy, but also the ones on the fence—the ones who just needed a little nudge.
So how do you create an RSO that explodes in your market?
That’s exactly what I’ll cover in the next post.
Talk soon,
Hunter
P.S. If you want a hand crafting your own RSO, let’s chat. Fill out our form and let’s see if we’re a good fit.