Crafting an RSO – part 2
First things first: If you haven’t checked out this article about Why Mass Marketing Doesn’t Work For Small Business you probably want to start there. It’s worth it, trust me.
The number 1 thing you can do to make marketing for your business to pay off is: craft an RSO.
A Rock Solid Offer.
Here’s how:
The Deadliest Mistake When Crafting An Offer
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.
The First Element Of Your RSO
When I tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to make their stuff outrageous.
Lasershows, blinking lights, airhorn noises, confetti, maybe also throw a flamethrower in there for good measure.
That’s not what I mean.
Oil changes are very boring to me. But if my car is telling me that it’s almost time to get my oil changed? All of a sudden it shoots to the top of my list of things that are interesting.
I start looking for oil changes and what do I see?
‘Changing your oil is important and good for the engine’
‘$150 oilchange. Book here’
‘Protect your engine, change your oil today’
All of that stuff doesn’t cut it. Because it doesn’t step in to MY world. The world of your customer.
And you know what my main question is about this oilchange 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 15 minute oil change online. Fixed in no-time flat’
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,
Youri
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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