Copywriting Tip: The ‘so what’ test

Copywriting Tip: The ‘so what’ test
Photo by Nick Morrison / Unsplash

This one’s a variation on that old “features tell, benefits sell” chestnut.

Go through every sentence you’re using for your business or campaign. Read it. And then ask yourself: “So what… does all this mean for the reader? Then make sure you’ve made it clear.

So what if your product never runs out of batteries? So what if you offer free trials? So what if customers can ring you 24/7?

Don’t just tell your prospects “what” you do. You talk about “why” and “how” what you do will benefit them.

So what if your product never runs out of batteries? Your prospect never has to worry about it failing, so they can focus on other stuff. Like going on holiday.

So what if you offer free trials? That way there’s zero risk for your prospects. Plus they don’t have to beg Barry in Accounts for budget.

So what if customers can ring your business 24/7? They’ll always be able to get through to someone if they need to. And they’ll never experience calling you at 4.50pm on a Friday, be kept on hold until 5.01pm only to get a recorded “sorry, we close at 5pm, call back Monday” message.

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