Jump Start Your Business Brain by Doug Hall

Doug Hall says you should focus on one “overt” benefit and not try to be all things to all people. The book states that “analysis of four thousand concepts indicates that the greater the number of benefits promised, the lower your chances of success.” People talk about writing marketing copy that emphasizes the benefits and not the features. But Hall goes one step farther: focus on a single, overt benefit. “The more you focus on doing one thing great, the greater your probability of success.” He asks why people choose particular restaurants. Usually, it’s because they are famous for one dish or specialty. 

Great restaurants don’t try to be all things to all people. In my case that\’s true. The main reason I ever want to go to Ruby River is for their giant coconut shrimp with orange marmalade sauce. But we choose these restaurants not just because we are in the mood for their specialty but because by being great in one area, “it sets in our mind a perception of excellence” for each restaurant.

As an entrepreneur, survey your employees and customers to determine what the strongest single perceived benefit you offer–something that really sets you apart. Then focus your marketing materials on that benefit.

One thought on “Jump Start Your Business Brain by Doug Hall

  1. Interesting article — I haven’t read the book, but the idea got me thinking.

    Continuing the restaurant metaphor, you still try and sell people drinks and dessert (or, in our case, conversion rate enhancement, or other traffic-generation services). That may even be where you make the bulk of your money. But that’s sales, and that happens after people have chosen to eat at your restaurant.

    Your marketing — the story you tell, the image you present — revolves around one, outstanding thing.

Leave a Reply


More Posts

Soar.com Logo Design

Some of you know that my partners and I are launching a new company that aims to help a billion or more people soar with

Cold Showers Can Benefit Your Health

I hated what I read in the Harvard Business Review last Friday: Cold showers have health benefits. I’ve always ignored people who advocate taking cold

People Like Me Need People Like You

“People Like Me Need People Like You” Someday I’ll write a book about Ancestry.com. I’ll highlight the people who built Ancestry from the ground up–unsung

The Team Coaching Zone Podcast

To listen to this podcast, click HERE. Announcer: Welcome to the Team Coaching Zone podcast. Join your host Dr. Krister Lowe and today’s leading organizational

My Favorite Artist

Artists, poets, and prophets can help us make sense of the craziness that we experience in the world. My favorite artist is Regina Spektor. When

The Coach You Need

When you need a helping hand in life or at work you might decide to hire a coach. There are many amazing executive, career, leadership,

Beware of Taking Advice

Next Friday I get to deliver a keynote at Phoenix’s biggest startup event. But beware of taking advice from me–or anyone else. Startup events are

An Entrepreneurial Superpower

One of my entrepreneurial superpowers is asking questions at scale. Before I started Ancestry I went to libraries and conferences and asked questions. I learned

Paul hopes to bring the strengths message to all 50 states and to 50 countries by 2025.
Contact him so he can help you spark a strengths movement in your area, company, or industry.