First things first: If you haven’t checked out this article about Why Mass Marketing Doesn’t Work For Small Businesses you probably want to start there. It’s worth it, trust me.
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The number 1 thing you can do to make marketing for your business pay off is: craft an RSO.
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A Rock Solid Offer.
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Here’s how:
The Deadliest Mistake When Crafting An Offer
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Let’s say we run a marketing agency and we need to come up with a good offer to attract clients.
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Most business owners will come up with something like:
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“Call us today because the only people who don’t like our price is our competition”’
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or
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“We’ve been in business for 15 years and we’re experts in our field”
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or
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“We can handle your ads for you and we have done this for 100+ other customers”
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Look around you and you’ll see this type of marketing EVERYWHERE.
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Here’s the major problem with it:
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It’s B-O-R-I-N-G.
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Generic. Doesn’t stand out. Doesn’t get your prospect’s ears to perk up. Doesn’t even register when your ideal client skims over headlines.
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How do I know?
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Because the competition can say the exact same thing.
The First Element Of Your RSO
If you tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to go overboard with their stuff.
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Flashing lights, quick transitions left and right, confetti, maybe also throw a flamethrower in there for shits and giggles.
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Nah that’s not what we’re after.
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Visiting the dentist is no fun. But when that back tooth starts to ache, there’s no clearer sign for a checkup. At that point it’s a top priority on the list of interesting things.
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I start looking for dentists and what do I see?
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‘Come visit our dentistry’
‘Need dental repair? Then call us!’
‘[Name of Dental Clinic] Call us today!’’
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All of that stuff doesn’t cut it. Because it doesn’t step into MY world. The world of your customer.
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And you know what my main question is about this dentist appointment?
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“How soon can I get booked in?”.
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So if you want to make it interesting for me you come up with something along the lines of:
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‘Book your dental check-up in three simple steps!’
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That’s a great start for an offer. It’s not an RSO yet, but at least we’re making progress.
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You don’t fix ‘the boring problem’ by being outrageous.
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You fix ‘the boring problem’ by thinking about your customer, stepping into his world, entering the conversation going on in his mind.
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That’s only one element though. A great RSO usually has three, so we still have two more to go.
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We’ll talk about those in the next article in this series.
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Talk soon,
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Asher
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P.S. Want to see a solid RSO example in the meantime?
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Get in touch today. If we’re a good fit I will take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t then that’s cool. No hard selling, no pressure, no fuss.
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Sounds good? Then fill out this form: https://abresultsmarketing.com/contact/
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