Is Your Overt Benefit on Your Homepage?

A couple of weeks ago I was one of the over 160 lucky people at the monthly Cincinnati AMA luncheon to hear one of the country's best marketers Doug Hall of the Eureka Ranch give a fantastic presentation on marketing leadership.

During his presentation Doug reviewed the Three Laws of Marketing Physics, which he developed upon working with clients at the Eureka Ranch, and are outlined in his book (which I highly recommend) Jump Start Your Business Brain.  Here is an affiliate link to buy it on Amazon:

 

As detailed in the book, Doug's team found that if businesses have all three of the these laws (An Overt Benefit, Real Reason to Believe & Dramatic Difference) in place, then businesses are much more likely to succeed. 

So in the presentation Doug told everyone to take out of their business cards and place it on the table in front of us.  Then, he instructed us to circle the Overt Benefit of our business on the card.  In my case, I circled "Internet marketing as an investment - not an expense" while most people in the room didn't have anything to circle.  My Overt Benefit could be a little clearer, but at least I had a simple statement that speaks to how businesses who choose to work with me will benefit.

My advice here is to think of your business website's homepage as your "online business card" with an overt benefit to circle and make sure you clearly convey to site visitors how working with you will benefit them.  Once you have told the customer "what's in it for them" on the homepage, you can build your case so that the customer believes you can deliver on your overt benefit ("Real Reason to Believe") and what uniquely sets you apart from your competitors ("Dramatic Difference") in the rest of your website.

So, is your overt benefit on your homepage?        

Comments

[Nicole Amsler]

I will have to check out that book. I have been searching for a well-rounded, applicable book to give to my clients as a Christmas gift. This might be right up my alley. Thanks!