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Can You Pass the Grunt Test?

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One of the biggest reasons companies fail (if they don’t truly have a terrible product or service) is because they fail to clarify their message.

This means potential customers don’t understand what the offer or product or service is. Or if they understand what it is they can’t clearly see how it will make their life better or solve their problem. Sometimes they can’t figure out how to buy it!

What I’ve just described is what Building a Story Brand author Donald Miller refers to as “The Grunt Test.” The grunt test says that within 3 seconds of looking at your website a person should be able to identify what your offer is, how it will make their life better, and how to buy it. He calls it the grunt test because your message should be so clear that a caveman should be able to grunt it.

How to Make Your Website Pass the Grunt Test  

Too often companies position themselves as the hero. They portray their company as the savior for their poor customer. 

That’s bad. Don’t do that.

Your customer is always the hero, and you’re the hero’s guide. Every classic story functions with a hero that meets a guide, who gives them a plan, and calls them to action.

The first step in making your message clear is to position your customer as the hero and yourself as the guide.  Now that you’ve got that sorted out go ahead and answer the three questions that will allow your website to pass the grunt test.

  1. What is my Product or Service?
  2. How will it make my customer’s life better?
  3. How can my customer buy it?

Got it? Good. Let’s move on to some examples of websites that do a good job passing the grunt test.

  1. What is the product or service? Identity theft protection
  2. How will it make my customer’s life better? Anything that’s stolen they will get back or it won’t get stolen at all. 
  3. How can my customer buy it? Click one of two “Get Covered” buttons
  1. What is my Product or Service? Software for churches
  2. How will it make my customer’s life better? They can quickly connect and communicate with all their church members and visitors – helps them grow their congregation
  3. How can my customer buy it? Two “get started” buttons and one “learn more” button
  1. What is my Product or Service? Leadership development program
  2. How will it make my customer’s life better? An unforgettable experience that going to make your team better
  3. How can my customer buy it? Two “request a free proposal” buttons

That’s all folks. The sooner you clarify your message the sooner you can take your business to the next level.

The good thing is it’s not difficult to do.  Working with an experienced copywriter who is well versed in copywriting principles and the elements of story is a great step to achieving clarity and getting noticed.

Hint: That’s me.

I’m ready to make sure your website passes the grunt test so you can reduce bounce rates and increase sales.