Could Your Business Copy Benefit From Asking “So What?”

The ultimate phrase guiding marketing copywriting

In marketing there is nothing as bad as being off topic as far as your customer or prospect is concerned. In writing marketing copy one phrase stands out. Keep this phrase back of mind as you write your long sales letters or advert. Your copy may be relevant. Relevance often gives birth to effectiveness.

So what technique

It’s the “so what ?” phrase. The “So what?” technique can be a game changer for most copy if only all copy writers could pause and consider it. Asking this phrase all the time can keep your copy grounded and relavant to the prospect. As long as you realise and acknowledge that writing marketing copy is not for you pe rse but for the benefit of your prosects your copy will serve you well.

Question everything

Apply the so what question to everything about your copy. Does your copy have a headline ? Write the headline down and ask so what? Write a lead paragraph and ask so what? Whatever you write in the body asking so what guards you from waffling? It stops you from alienating your prospects through unnecessary bragging. When you get to the offer and postscript ask the “so what question?” If this phrase is answered all the time chances are you are on the right path as your focus becomes on the customer or prospect not on you.

Applying the “so what” technique in practice


“We need to write a web page for our website.” So what? So that we can create leads for our business. By answering  this way the main reason is clear. The copy will not be lost and irrelevant but will serve the main goal. If the reason for the copy is not known direction is destitute in the copy.

The ultimate test of copy relevance

The so what technique is the ultimate test of relevance in any written copy. The last thing any markerter or copywriter would like to do is to bore the reader with irrelevant information that shows no value to them.

Copy should add value

Whatever copy you write let it add value to the one who reads it. Let there be a benefit for the sacrifice of reading it. Take for example copy written on social media for it to go places let it be shareable. Your prospect must read it and say, “there is so much value” that i want to share this with my friends or relatives.

By Chief Copywriter

Aubrey Mavhuli

Direct response and B2b Copywriting

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s