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What is the GRUNT TEST? A Lesson in StoryBrand Clarity

What is the GRUNT TEST? A Lesson in StoryBrand Clarity

“What is a grunt test?”

As a StoryBrand guide, I often hear:

“Our website is getting traffic, but we’re not making sales. We’ve tried everything, SEO, Google Adwords, social media but we’re still not growing as fast as we should be.”

If you experience this issue, chances are, your website message is unclear and it is causing you to lose customers.

There are countless things we can do to improve your website, but for now, let’s focus on the Grunt Test. Why?

Because it is quick to fix and will cost you almost nothing – you can literally do this yourself, and fast!

The response from your potential customers will be almost immediate. You’ll be making more sales overnight!

What is the Grunt Test?

what is the grunt test


If a prehistoric caveman were to look at your website, could they “grunt” exactly what you do just by looking at the homepage? (There are three questions you need to answer in order to ‘pass’ the Grunt Test….. I will get to that in just a second).

The “caveman” can be considered anyone who lands on your website and has never heard of your business before.

The fact is, the human brain is millions of years old and its natural instinct is to “survive and thrive’, meaning that our brains will filter out anything unnecessary or confusing. Your brain is wired to conserve calories.

The human mind is drawn toward simplicity and clarity, and away from noise and confusion.

As a business owner or marketer, you might look at your website and be in love. You might think your message is clear, but do your potential customers know how you solve their problems?

The GRUNT TEST

Here it is. When someone lands on your website, you have 5 seconds to answer these three questions:

  • What is it that you offer?

Is it a product or a service? If it’s a service, is there an easier way to articulate your offerings? Are you in retail and want to frame your business as a brand?

Eg: if you are selling ‘water slides’, then say ‘water slides’. If you are a builder say ‘construction’ or‘builder’.

  • How will it make my life better or why should I care about what you sell?

It should answer these questions: What problem does your service solve for the customer? What pain point do you address with your products or services?

This is where you can invoke a positive emotion: eg: Slides: Bring the fun back to your pool or Builder: Build a home that will create generational stories

  • What do I need to do to buy?

What is the next step you want your potential customer to take? A lead magnet with an opt-in form, a demo of your services, or the purchase button (which should be more clear)?

It could be ‘Start Here’, ‘Schedule A Call’, ‘Begin Here’

Be clear and simple. If you are a builder don’t say something like this:

“Jones & Co. We create sublime, eco-friendly, award-winning living spaces.”

Instead, just say “Jones & Co. Builders. We build quality homes – without the stress.”

Clarity in communication always leads to more sales.

So here’s the bottom line. Find a stranger, show them your website (without scrolling, just the header) and ask them if they know what you do & how you can help them.

Want to learn how to use the grunt test more effectively? Visit us and schedule a call now!

(Also read: How to tell if your Website passes the StoryBrand Grunt Test?)

James Hannan

StoryBrand Certified Guide | Business Made Simple Coach | Social Media Wizard

Results and Co – Part of the Rise Group
  • Storybrand Guide Australia
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  • Storybrand Guide USA
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Aus: +61 402 916 266 , US: +1 615 551 7163

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