These Three Letters Will Magically Get You More Clients

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. Trust me it’s worth it.

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The number 1 thing you can do to make marketing for your business to pay off is: craft an RSO.

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A Rock Solid Offer.

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Here’s how:

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The Deadliest Mistake When Crafting An Offer

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Let’s say we run a marketing agency and we need to come up with a good offer to attract clients.

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Most business owners will come up with something like:

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‘Call us today for excellent customer service and competitive pricing’

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or

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‘We’ve been in business for 25 years and we’re experts in our field’

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or

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‘We can handle your ads for you and we have done this for 100s of other happy customers’

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Look around you and you’ll see this type of marketing absolutely EVERYWHERE.

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Here’s the major problem with it:

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It’s just plain B-O-R-I-N-G.

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It’s generic. Doesn’t stand out. Doesn’t get your prospect’s blood running hot. Doesn’t even register when your ideal client scans headlines.

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How do I know?

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Because the competition can say the exact same thing. And 99.89% of the time they do.

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The First Element Of Your RSO

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When I tell people that ‘being boring’ is a huge marketing problem they usually start thinking about ways to make their stuff outrageous.

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Lasershows, blinking lights, airhorns, maybe also throw in a flamethrower or a few torpedoes for good measure.

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That’s not what I mean.

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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.

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I start looking for oil changes and what do I see?

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‘Changing your oil is important and good for the engine’

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‘$150 oil change. Book here’

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‘Protect your engine, change your oil today’

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All of that stuff doesn’t cut it. Because it doesn’t step into MY world. The world of your customer.

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And you know what my main question is about this oil change thing?

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“How long is it going to take?”.

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So if you want to make it interesting for me you come up with something like:

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‘Book your 15 minute oil change online. Fixed in no-time flat’

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That’s a great start for an offer. It’s not an RSO yet, but at least we’re making progress.

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You don’t fix ‘the boring problem’ by being outrageous.

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You fix ‘the boring problem’ by thinking about your customer, stepping into his world, entering the conversation going on in his mind.

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That’s only one element though. A great RSO usually has three, so we still have two more to go.

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We’ll talk about those in the next article in this series.

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Talk soon,

Josh

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P.S. Want to see a solid RSO example in the meantime?

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Get in touch with us 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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Sound good? Then fill out this form: https://www.byrmarketinguk.com/contact-form