Why Mass Marketing Doesn't Work (and what to do instead)

I want you to ask yourself, who is your ideal customer? 

Your initial answer might be “well it obviously everyone. I like money, I sell to everyone and anyone.” 

This is, of course, the natural response of most people. However there is two problems following this line of thinking: 

Number one: Everyone does not narrow things down much

Number two: This strategy only works if you have an unlimited marketing budget

If you’re looking to reach everyone inside of this description then you’ll be needing a marketing budget along the lines of Coca-Cola or Apple to get the ball rolling. 

But what if you don’t have hundreds of millions of dollars on tap to just throw away at marketing? 

Good news, this article is for you!

Why Carpet Bomb Marketing Doesn’t Work

We’ve all grown up surrounded by mass marketing. Simply open your social media or browser and you’re bombarded with brand images and messages. 

On TV, commercials every 5 minutes remind you once again of the fast food chain down the street. 

Step outside and you don’t have to walk very far to see a billboard with the latest ad you’ve already seen 17 times that morning. 

Brands like Google, Apple, or McDonalds are seemingly so omnipresent that it’s almost impossible to imagine a world without them. 

Seeing this type of advertising 24/7 since birth makes us think that this is how all advertisement must be. 

Then we start a business. 

Suddenly we realize that we have neither the means nor the finance to plaster our company in the market like Google does. 

Carpet bombing the market with your logo or business slogan isn't feasible unless your company has crossed the billion dollar threshold. It also isn’t the way that the billion dollar business we’ve mentioned grew to the status they did. 

In all likelihood, every single fortune 500 company started out the same way. 

They crafted an RSO. 

What’s an RSO? A Rock Solid Offer. An offer that connects directly with their ideal clients. Individuals they determined to be a perfect fit for their product or service. 

This is the crux of effective marketing. Are you able to get your RSO in front of your ideal client?

You may or may not have heard of the concept of blast fishing (or dynamite fishing) before. It’s exactly as it sounds. Some people who got tired of using a line and hook, found it was a lot easier to simply throw a stick of dynamite into the water. 

The dynamite explodes, and any fish in the immediate vicinity are either dead or dazed, allowing you to simply scoop them up. Fishing tackle and hook becomes obsolete. 

This is essentially what your RSO will do to the market. Not only will your ideal client resonate with and be attracted to your message, but if your offer truly is Rock Solid, you’ll also manage to persuade those individuals who may be just mulling it over, considering a purchase, or even just had the idea pop into their head. 

You’ve just captured all the fish.