Crafting a RSO - Part 2.
First things first: If you haven’t checked out the first article in this series, Why Mass Marketing Doesn’t Work For Small Business you probably want to start there. Then this will make more sense, trust me.
The number 1 thing you can do to make marketing for your business pay off is: craft a RSO.
A Rock Solid Offer.
Here’s how:
Let’s say we run a marketing agency and we need to come up with a good offer to attract clients.
Most business owners will come up with something like:
‘Call us today for excellent customer service and competitive pricing’
or
‘We’ve been in business for 15 years and we’re experts in our field’
or
‘We can handle your ads for you and we have done this for 100+ other customers’
Look around you and you’ll see this type of marketing EVERYWHERE.
Here’s the major problem with it:
It’s B-O-R-I-N-G.
Generic. Doesn’t stand out. Doesn’t get your prospect’s blood running hot. Doesn’t even register when your ideal client scans headlines.
How do I know?
Because the competition can say the exact same thing.
When I tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to make their stuff outrageous.
Holographic mascots, drones dropping glitter bombs, a giant inflatable wacky waving arm man, and perhaps even a jetpack-wearing monkey skywriting your logo in the clouds.
That’s not what I mean.
House cleaning is very boring to me. But if I’m being reminded that my house is starting to look a bit messy? Suddenly, it shoots to the top of my list of things that are interesting.
I start looking for house cleaning services, and what do I see?
‘A clean home is a happy home’
‘$150 for a house cleaning. Book here’
‘Keep your home spotless with our cleaning service’
All of that stuff doesn’t cut it. Because it doesn’t step into MY world. The world of your customer.
And you know what my main question is about this house cleaning thing?
“How long is this going to take?”
So if you want to make it interesting for me, you come up with something like:
‘Book your whole-house clean in 90 minutes. Spotless, stress-free, and done fast.’
That’s a great start for an offer. It’s not an RSO yet, but at least we’re making progress.
You don’t fix ‘the boring problem’ by being outrageous.
You fix ‘the boring problem’ by thinking about your customer, stepping into his world, entering the conversation going on in his mind.
That’s only one element though. A great RSO usually has three, so we still have two more to go.
We’ll talk about those in the next article in this series.
Talk soon,
Adir
P.S. Want to see a solid RSO example in the meantime?
Get in touch with our agency today. If we’re a good fit I will personally 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 want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
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