Does Your Marketing Message Pass the Grunt Test?
More is not always better.
In our quest to get our message in front of our perfect customer, we talk too much. We can’t help adding more and more content to our website.
And then we wonder why when eyes start to glaze over and a polite “Sorry, I need to run” is mumbled. We can’t figure out why visitors leave our website without buying anything.
Here’s a clip from the movie Jerry Maguire that I love.
In reality, our Holy Grail of marketing is to hear our audience say, “You know, I’m interested in your product…tell me more.”
Then and only then do we continue the conversation. Automated email campaigns that give tips and short wins, testimonial videos of how our product or service has transformed the life or business of someone who used it.
Donald Miller of StoryBrand.com talks about subjecting your website to the “grunt test.” If a primitive caveman took a quick look at your site, would he be able to grunt what it is that you offer?
Let’s say you sell mulch. Would he say, “Me get good mulch. My garden look better than neighbor. Great price.”
People don’t always buy the BEST products and services. They usually buy the products and services that they can understand the FASTEST.
In the spirit of keeping the message clear and concise…here are the four steps in administering the “grunt test” to check if your website is doing its job:
- SHOW SOMEONE YOUR WEBSITE FOR FIVE SECONDS AND THEN CLOSE YOUR LAPTOP.
- ASK “WHAT DOES MY ORGANIZATION OFFER?”
- ASK “HOW WILL IT MAKE YOUR LIFE BETTER?”
- ASK “WHAT DO YOU NEED TO DO TO BUY IT OR GET STARTED?”
If people who visit your website can’t answer those three questions quickly and easily after checking it out for five seconds, I guarantee you’re leaving money on the table.
Seize the day!