Mass Marketing Doesn't Work. Do This Instead.

Quick question: who’s your ideal customer?

Most business owners answer that with something like: “Anyone with a pulse and the money to pay me.”

Two problems with that:

1. It doesn’t narrow things down.

2. It only works if you have an unlimited marketing budget.

   
   

So, what happens? You throw money at ads. You blast your message to everyone, hoping someone bites. But here’s the brutal truth: they don’t care. They scroll, they ignore, they forget.

That old-school shotgun approach—blasting the same message to everyone—is like fishing with dynamite. Sure, you might hit something, but it’s messy, expensive, and wildly inefficient.

Mass marketing only works if you’ve got the bankroll of Coca-Cola. If you don’t, it’s time to play smarter.

The Smarter Approach: Targeted Marketing with Your RSO (Rock Solid Offer)

Instead of trying to reach everyone, you need to reach the right ones—the ones who actually need what you offer, who are actively looking for a solution, and who will open their wallets when they see the right message.

And the way to do that? Your Rock Solid Offer (RSO).

An RSO is an irresistible, no-brainer offer that makes your audience say, “I’d be crazy not to take this.”

It does three critical things: 

✅ Solves a real, painful problem – Not just a product, but a solution that feels custom-made for your ideal customer. 

✅ Provides instant clarity – No fluff. No confusion. Just a clear, powerful outcome. 

✅ Feels like a steal – The value is so obvious, they have to take action.

The problem? Most businesses try to create an offer that they think is great… and then wonder why no one bites.

Want to Build an RSO That Converts? Here’s What’s Next.

Now that you know mass marketing is a money pit and why an RSO is the key, the next step is actually creating one.

And this is where most businesses screw up. They slap together a discount, call it an offer, and wonder why no one cares.

So how do you put together an RSO? Let’s talk about that in the next post.

Talk soon,

Tony

P.S. If you want to know how I would implement an RSO in your business, feel free to get in touch. Fill out the form HERE and one of my members will be in touch to see if we’re a good match.