Time, Risk and Money.
Three things executives care about (Will it take my or my company’s time? Am I incurring significant risk? Will it cost me or make me money?)
Quality, Service and Price.
Three things managers think about. Can I trust the quality? Will I get good service? Is the price the best deal I can get or is it fair?
Depending on whom you’re speaking with, you better tailor your message to the right group or you’ll lose them. You should have the same concern for your web site. Does your web site speak to only one group?
Think about your audience. Maybe it’s managers and executives. Students. New Hires. Recruits. Vendors. Partners. Existing Customers. One message does not fit all.