How it works
Transparent methodology. No black boxes. Here's exactly how it works and why.
The problem this solves
73% of manufacturing websites use the same 50 phrases. “Quality.” “Trusted partner.” “Industry-leading.” When everyone sounds the same, buyers default to the only differentiator left: price.
The Commodity Test pinpoints exactly where your messaging blends in, and gives you specific alternatives to stand out.
The methodology
1. The tool reads your homepage
When you enter your URL, the tool extracts:
- →Your main headline (H1)
- →Subheadlines and hero section copy
- →The first 2,000 characters of visible text
2. It scans for commodity patterns
Your text is matched against 60+ commodity patterns, each weighted by how severely it impacts differentiation. High-impact phrases in your headline hurt more than medium-impact phrases buried in body copy.
3. It calculates your score
Your Commodity Score reflects how interchangeable your messaging is. Higher = more generic.
0-40
Differentiated
41-60
Moderate
61-80
Commodity
81-100
Invisible
4. It generates specific fixes
For each commodity phrase detected, the report provides:
- →The original phrase in context (so you can find it)
- →Why it hurts your differentiation
- →3 different alternatives: specific stats, social proof, or unique process
Not everyone has the same data available. Three options means one will work for you.
5. It estimates the cost of commodity messaging
Here’s the math:
$50,000 (avg deal) × 30 (deals/year) × 20% (loss rate) = $300,000
These are industry averages for $2M-$10M manufacturers. Your numbers may be different, but you can plug in your own values.
Pattern categories
Vague quality claims
"quality products", "high quality"
Generic partnership
"trusted partner", "your partner"
Unproven leadership
"industry leader", "leading provider"
Empty innovation
"innovative solutions", "cutting edge"
Solutions jargon
"comprehensive solutions", "turnkey"
Generic service
"exceptional service", "dedicated team"
Plus 54 more patterns across 12 categories. The full list is based on analysis of hundreds of manufacturing websites.
Who built this
Lee Fuhr. 27 years helping B2B companies win on value, not price.
The Commodity Test was built because the same conversation kept happening. Marketing directors would say “I think our messaging might be too generic.” The answer was always “Let me check,” followed by 30 minutes of manual analysis.
This tool automates that first conversation. Now you can see the problem for yourself, with specific fixes, before any conversation happens.
Why manufacturers?
SaaS companies have a million messaging tools. Manufacturers have nothing. They're underserved, and the messaging problems are often worse because the industry moves slowly and everyone copies the same templates.
Questions
Is this really free?
Yes. The test, score, and 5 fixes are completely free. No email required. Revenue comes from people who hire Lee to fix their messaging professionally.
What do you do with my URL?
The tool reads your homepage to analyze the text. No personal data is stored, no cross-site tracking, no data sold. See the privacy policy for details.
How accurate is the score?
The score is based on pattern matching against 60+ commodity phrases common in B2B manufacturing. It's not perfect, and some context-appropriate phrases might get flagged. But if you score above 60, you definitely have commodity messaging.
Can I run the test multiple times?
Yes. Run it as many times as you want. Test your competitors too.
What if I disagree with a fix?
The fixes are suggestions, not mandates. Each issue comes with 3 different approaches, so use your judgment about which fits your situation. The goal is to spark thinking about differentiation, not to prescribe exact words.
How is the cost estimate calculated?
The formula is shown: average deal value × annual deals × loss rate based on your score. These are industry averages for $2M-$10M manufacturers. Your numbers may vary, but the methodology is transparent.