Why Mass Marketing Doesn’t Work and What to Do Instead

Quick question: who’s your ideal customer?

Many business owners respond with a variation of: ‘Anyone that has the money to pay me’. 

There are two major flaws with that:

It’s too broad and doesn’t really specify a target audience.

You need a massive budget, typically the kind that are reserved for a small country, not a small business. 

So what if you’re working with a more modest marketing budget?

Well, then this article is for you!

The Limitations of Mass Marketing

It’s hard to imagine a world without giants like Coca-Cola, McDonald’s, or Apple. These companies have become so big that their marketing seems out of reach for smaller businesses.

We started our company and realized that we fall short of the means of marketing like Coca-Cola. We just don’t have the budget to saturate the market with our messages. 

Mass marketing your slogan and logo will never work unless you’ve got a billion dollars in the bank. These big brands didn’t start out like this. 

They crafted an RSO, a Rock Solid Offer. This offer directly targeted their ideal clients. 

Effective marketing depends on just this single concept. Would you be able to get your RSO in front of your target audience? 

Use Your RSO in Dynamite Marketing 

I recently saw a documentary about a method called 'dynamite fishing.' Long story short, some people discovered that fishing became 10 times easier when you simply chuck a stick of dynamite into the water.

The dynamite explodes, fish die, you just scoop them up. They didn’t even need fishing lines, bait, or any of that stuff. 

Believe it or not, that’s what an RSO will do for you in marketing. Your ideal clients will be attracted to your message like a magnet. And if your offer is solid, people that are thinking about it will also be attracted. You’re basically scooping up ALL the fish. 

So, how do you put together an RSO? I’ll talk about this in the next post. 

P.S. If you want to know how I would use an RSO in your business, feel free to get in touch. Fill out the form here and I will be in touch to see if we’re a good match.