Why Your Social Media Strategy Feels Like a Bad Date (And How to Fix It)
Mass Marketing is Dead: Here’s What You Should Do Instead
August 7, 2024
Marketing Strategy
Let me ask you a quick question: Who is your ideal customer?
If your answer is something like, “Anyone with a pulse and a wallet,” we need to talk.
Here’s the thing: if you’re trying to reach everyone, you’re likely reaching no one. Unless you have an ad budget that rivals the GDP of a small country, mass marketing just isn’t going to work for your business. But don’t worry—that’s what this blog is all about.
Why Mass Marketing is Failing You
When we think of marketing, we often picture the giants: Coca-Cola, Apple, McDonald’s. They’re everywhere—on billboards, in our Instagram feeds, on TV. But here’s the catch: they didn’t start out that way.
These companies didn’t get to where they are by blasting their message to the masses from day one. They started with something much more focused—a Rock Solid Offer (RSO) that spoke directly to their ideal customer. Only after perfecting that offer and expanding their base did they move into mass marketing.
So if you’re sitting there trying to figure out how to get your small business in front of everyone, you’re setting yourself up for failure. Mass marketing requires massive budgets, and for most businesses, that’s just not realistic.
So What Should You Do Instead?
Instead of trying to market to the whole world, you need to start small—really small. You need to target the right customers with the right message. That’s where a Rock Solid Offer comes in. It’s the cornerstone of effective marketing, and it’s going to help you cut through the noise to attract the people who actually matter to your business.
Think of your RSO as a magnet. It pulls in exactly the type of customer you’re looking for, while repelling those who don’t fit. But it’s not just about attracting customers—it’s about attracting the right ones.
Why Most Businesses Get This Wrong
Most businesses make the mistake of trying to be everything to everyone. It’s understandable—when you’re just starting out or trying to grow, it’s tempting to believe that the broader your message, the more people you’ll reach.
But here’s the reality: when you try to speak to everyone, your message gets diluted, and you end up resonating with no one.
It’s like going fishing with a net that’s full of holes. You’re not going to catch anything substantial, and you’ll waste a lot of time and effort in the process.
How an RSO Can Dynamite Your Marketing
You might have heard of dynamite fishing—toss a stick of dynamite in the water, and all the fish float to the top. That’s exactly what a well-crafted RSO does in your market. Instead of using a traditional “fishing line” (aka mass marketing) and hoping someone bites, an RSO explodes onto the scene and attracts everyone who’s even remotely interested in what you offer.
But there’s a trick to it. Your RSO has to be so compelling that it doesn’t just attract the people who are ready to buy right now—it also pulls in those who are considering it, thinking about it, or just becoming aware of the problem your product or service solves. You want to scoop up all those leads.
How to Craft a Rock Solid Offer in 3 Steps
Now that you know why mass marketing isn’t the answer, let’s break down how to create a Rock Solid Offer that works:
Know Your Ideal Customer: Get crystal clear on who you’re talking to. Who benefits most from your product or service? What keeps them up at night? What problems are they trying to solve? The more specific you can be, the more powerful your offer will be.
Solve a Specific Problem: People don’t care about your product—they care about what it can do for them. Your RSO should solve a real problem for your ideal customer. The more urgent or painful the problem, the more irresistible your offer will be.
Create a Sense of Urgency: Don’t give people time to procrastinate. Your offer should include a reason to act now. Maybe it’s a limited-time discount, a bonus, or a scarcity play (like “only 50 spots available”). Whatever it is, make sure there’s a clear incentive to take action right away.
How to Know if Your RSO is Working
Once you’ve crafted your RSO, it’s time to test and tweak. A great RSO doesn’t just sit there—it evolves based on how your audience responds. Here are a few key metrics to keep an eye on:
Conversion Rate: How many people are taking the action you want? Whether it’s signing up for your email list, purchasing a product, or scheduling a call, the conversion rate will tell you how well your RSO is resonating.
Cost Per Lead (CPL): How much is it costing you to acquire new leads? If your CPL is too high, it might be a sign that your RSO needs refining.
Customer Feedback: Are people excited about your offer? Are they talking about it, sharing it, or telling their friends? If not, your RSO may not be as strong as it needs to be.
Final Thoughts: Why You Can’t Afford to Ignore This
If you’re still clinging to the idea that mass marketing will work for your business, it’s time to let go. Instead, focus on building a targeted, irresistible offer that speaks directly to your ideal customer.
Remember: it’s not about how many people see your message, it’s about how many people act on it. And with a well-crafted RSO, you’ll get the right people to take action, not just glance and scroll.
Talk soon,
Szymon
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.