7-Second Thoughts September 30, 2021

Website playing hero ball?

Hero-ball: A style of play where a single player tries to be the team’s hero by taking (and missing) many low percentage shots.

When your website makes you the hero, your prospect gets zero credit.

And will pay zero attention to you.

HERO-BALL EXAMPLE: Nobody Does [service we perform] Better Than Us!

Ok, but how does that help me?

Instead, you want to be the behind-the-scenes “fixer” that turns your prospect into a rockstar.


Frodo in “Lord of the Rings”

Morgan Freeman in “Shawshank Redemption”

Bradley Whitford in “The West Wing”


See if this helps:

WEBSITE: Richmond Functional Medicine – Midlothian, VA

FIRST 7 SECONDS: Become a Healthier You

We combine modern and alternative medicines to help you restore your health

That second line still brings in a big “We” but quickly makes it all about the person coming to them for help.

I’m here,


P.S. You can still say “Nobody Does _____ Better Than Us!” As long as you specify the problem you’re the best at solving and how that’s going to help your prospect win the day.

Like this message?