Who Is Your Ideal Customer?
When asked about their ideal customer, many business owners respond with something like, "Anyone who can pay."
However, this broad approach presents two major issues:
It doesn't provide a clear target audience.
It only works if you have an unlimited marketing budget.
Attempting to reach everyone requires an abundance of money, so if you have a marketing budget that’s less than a high-paying athlete's contract or the GDP of a small country then this article is for you.
The Problem with Mass Marketing
We've all seen the massive marketing campaigns of giants like Coca-Cola, McDonald's, and Apple.
These companies are so prevalent that it's hard to imagine life without their ads.
However, most businesses don't have the budget to replicate this kind of blanket marketing.
Mass marketing, or "carpet bombing," is ineffective unless you have billions of dollars to spend, and even the big brands we know today didn't start this way.
They began by crafting a Rock Solid Offer (RSO)—a compelling proposition that directly appealed to their ideal customers.
The success of any marketing campaign hinges on this concept: getting your RSO in front of the right people.
Effective Marketing with a Rock-Solid Offer
Think of your RSO as a powerful magnet. As you move it through a pile of mixed materials, it pulls in all the metal pieces, even the ones you didn't see at first.
The magnet's force attracts everything metal, leaving nothing behind.
Your RSO operates the same way in the market. A well-crafted offer not only draws in your ideal customers but also attracts those who are on the fence considering your product or service.
This way, you'll attract everyone who's even slightly interested.
So, how do you create an effective RSO? We'll dive into that in the next post.
Talk soon,
Hayden Conklin
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