Three Letters That Will Magically Get You More Client: Crafting an RSO - Part 2

Before we dive in, 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.

Alright, let’s get to it.

The number one thing you can do to make your business’s marketing actually pay off? Craft an RSO.

What’s an RSO?

A Rock Solid Offer.

Here’s how to create one:

The Deadliest Mistake When Crafting An Offer

Let’s say you run a marketing agency and you need to come up with an offer that actually attracts clients. What do most business owners do?

They 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 maybe

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

Take a look around, and you’ll see this kind of marketing EVERYWHERE.

Here’s the major problem with it:

It’s B-O-R-I-N-G.

It’s generic. It doesn’t stand out. It doesn’t get your prospect’s heart racing. In fact, it doesn’t even register when your ideal client scans the 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 huge marketing problem, their first thought is usually, “Let’s make it 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 screaming at me that it’s almost time for an oil change? 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 oil change. Book here’

‘Protect your engine, change your oil today’

Yawn.

None of that speaks to me. None of it enters 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, 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,

James

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.

Sounds good? Then fill out this form: https://www.jflresults.com/free-consultation