Why "We're Different" Isn't a Marketing Strategy

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Yesterday I tried something new inside Funnel Forensics. Instead of TEACHING how to strengthen your homepage, I did a walk through of the EXACT CHANGES I'd make to a homepage and why.

Why?

Because we're all sick and tired of "3 tips for scroll-stopping headlines." We want to see real-life examples. Before-and-afters really help shit sink in.

So, "Cold Case Files" are going to be a weekly staple from now on. Some will be client case studies, some will be spec work I've done. Some will be homepages, some will be ads. Some will be LinkedIn bios, some will be FB posts.

Here's the opening screenshot from yesterday's session. Can you spot the leak?

There are actually quite a few... the first one being "Mascoma Bank is different by design."

Now this bank is AWESOME. They really ARE different. They're a small, local bank. They're community oriented. They care about people, planet AND profit. They give 10% of their profits to local causes. 50% of their board members are women. They walk the talk.

Now, does "Mascoma Bank is different by design" tell you ANY of that? Or even hint at it?

Nope.

Also do you think anyone is Googling "banks that are different by design"...??

Nope. Talk about a lost SEO opportunity.

How about the blurb underneath that?

"We were established to help our communities and customers, not to benefit investors. That means we always put you first. As a Certified B Corporation®, we know that together we can make a difference."

Snooorrrrreee.

Let's break it down.

Duh.

How?

Duh - I'd hope you're here to help customers over investors.

Duh - I'd hope you'd put me first.

How - how can we make a difference? A difference in what? And in what way?

If you were looking for a bank and landed on this page, would you scroll down?

Probably not. And this is just scratching the surface.

To get the full breakdown (or submit your own for feedback) come join us inside Funnel Forensics.

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