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

First off, if you haven’t read our discussion on why mass marketing fails for small businesses, head over to this link first: https://www.jandmsolves.com/post/why-broad-brush-marketing-misses-the-mark-focus-your-efforts-instead. It sets the stage for what we're about to dive into here, which is crafting an RSO — a Rock Solid Offer.

The Biggest Mistake in Crafting an Offer

Imagine we're running a marketing agency and brainstorming our next big pitch to draw in clients. Many might suggest:

"Contact us today for unmatched customer service and competitive rates,"

or,

"Our 15 years of expertise guarantees top-tier service,"

or even,

"Let us manage your ads; we’ve successfully handled campaigns for over 100 businesses."

This kind of messaging is everywhere, and here's why it doesn't work: It's dull.

It's what anyone can say (and everyone does). It doesn't capture the attention of your ideal client or differentiate you from the crowd.

How to Begin Building Your RSO

Avoid turning your service into a spectacle with lasers and flamethrowers. Instead, think about what truly matters to your potential clients. Let’s use an example of someone needing an oil change. If your main concern is time, a compelling offer would be:

"Book your 15-minute oil change online today — quick, convenient, and necessary to keep your car running smoothly."

That starts to align more closely with what the customer cares about and taps into their needs.

From Boring to Captivating

Don't solve the 'boring' problem with outrageousness; solve it by entering your customer's world. Reflect on what they are thinking about, what they need, and how you can meet them there.

This is just one element of a great RSO. A full-fledged Rock Solid Offer typically incorporates multiple elements to truly resonate with and convert the target audience. We’ll explore the remaining elements in the next part of our series.

Talk soon,

Joel

P.S. Interested in seeing what a solid RSO looks like in action? Contact our agency today. We offer a no-pressure, no-obligation review of your current marketing strategy and a detailed discussion on potential improvements. Fill out this form to get started: www.jandmsolves.com.