October 1, 2023

The Dangers of Boring and Generic Homepage Messaging

Is generic messaging lazy marketing or ignorance?

Generic messaging is like running with one hand tied behind your back.

But too many companies knee-cap themselves with messaging that isn't inspiring, interesting, intriguing or differentiated.

Pierre Herubel highlighted the dangers of weak messaging as one of the biggest marketing mistakes to avoid.

Think about how many Website homepages feature messaging such as:

• Best in class

• World-class

• AI-powered

• Industry-leading

So, why does generic messaging happen?

The leading reasons include:

• A lack of insight into what customers think, feel and do. The jobs-to-be-done framework is a no-brainer discovery tool.

• A belief that generic drives broad reach. In reality, it's the opposite.

• An inability or unwillingness to be bold, creative or different. It's a safe but dangerous approach to marketing.

• Bad marketing by people who don't under the brand, products, customers, or competitive landscape.

Here's the thing: clear messaging (and brand positioning) is a must-have, not a nice-to-have.

There are too many options from companies that offer the same products, benefits, features, and prices.If you don't stand out, you lose.

• The right prospects are not attracted and engaged.

• Sales cycles are long if you can close deals at all.

• Advertising doesn't engage and convert.

• Competitors easily outflank you

Bottom line:

Invest the time to develop brand positioning and messages that make it clear what you do, who you serve, why what you do matters, and how you're better, different or unique.

For less than $400, I can help you transform your messaging (and brand positioning). Check out my course, which starts on Oct. 24.

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