Three Letters That Will Magically Get You More Clients
Crafting an RSO (Rock Solid Offer) - part 2
First things first: If you haven’t checked out this article about Why Mass Marketing Doesn’t Work. Do This Instead: - 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 business and we need to come up with a solid offer to attract new clients.
Most business owners will come up with something like this:
‘Call us today for excellent customer service and reasonable pricing’
or
‘We’ve been in business for 10 years and we’re experts in our field’
or
‘We can get advertising off your plate, and we have done this for 100+ other clients’
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 on fire wanting to learn more. Doesn’t even register when your ideal client scans headlines.
How do I know?
Because the competition can say the same thing as they do.
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 and loud.
Lasershows, blinking lights, airhorn noises, confetti, cute animals, 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 our 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 and that need to get done QUICKLY.
I start looking for oil changes and what do I see?
‘Changing your oil is important and good for the engine’
‘$150 oil change. Book here’
‘Protect your engine, change your oil today’
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 oil-change 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, and entering the conversation going on in his mind.
It sounds simple, but simple always works.
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.
P.S. If you want us to look at your marketing plan and see what we can do for you, get in touch here.
Talk soon,
Morley
