Stop Wasting Money on Mass Marketing: Here’s a Smarter Strategy for Small Businesses
Quick question: who’s your ideal customer?
If you’re thinking, “Anyone with a pulse who can pay,” it might be time to rethink that strategy.
Here’s why:
It’s way too broad — You’re not narrowing down your audience enough.
It’s expensive — Marketing to everyone requires a budget most small businesses can’t afford.
If you’re working with a more realistic budget, you’ll need a more targeted approach. Here’s how.
The Problem with “Carpet Bomb” Marketing
We’ve all seen mass marketing at work—think Coca-Cola, McDonald’s, Apple. They’re everywhere. But when you’re running a smaller business, trying to blanket the market like these brands isn’t realistic.
What works for billion-dollar brands doesn’t work for most of us. Even those big names didn’t start with mass marketing. They built their brands by focusing on one thing: an RSO, or Rock Solid Offer. They started by crafting offers that resonated with a specific audience—ideal clients who would love what they had to offer.
The key to effective marketing is putting that RSO in front of the right people. Not everyone, just the right ones.
Boost Your Marketing with an RSO
Think of your RSO like “blast fishing”—where you throw dynamite into the water to catch fish. It’s powerful, impactful, and brings in more than just the immediate catch.
When you create a compelling offer, it’s like dynamite in your market. Not only will your ideal customers be drawn to you, but those on the fence will be intrigued as well. Your RSO allows you to scoop up all the potential customers who might have been on the edge, waiting for the right reason to jump in.
P.S. If you want to know how I would implement an RSO in your business, feel free to get in touch. Fill out the form HERE and one of my team members will be in touch to see if we’re a good match.
