The “So What?” Trick to Instantly Improve Your Copy
One of the easiest ways to make your copy more compelling is by using the "So What?" Trick—a simple technique that forces you to dig deeper into the real benefit of what you’re offering.
If your copy isn’t converting as well as you’d like, there’s a good chance it’s too focused on features rather than benefits. The "So What?" Trick helps you bridge that gap, making your messaging more persuasive.
What Is the "So What?" Trick?
It works like this:
Write a statement about your product, service, or offer.
Ask yourself, "So what?"
Answer with a deeper benefit.
Repeat until you reach a truly compelling benefit that connects with your audience.
Example: Weak Copy vs. Strong Copy
❌ Weak Copy (Feature-Focused)
"Our course includes 20 video lessons."
👉 So what?
✅ Stronger Copy (Benefit-Driven)
"Learn at your own pace with 20 easy-to-follow video lessons, so you can confidently master [topic] without feeling overwhelmed."
1. Writing CTAs (Turning basic CTAs into benefit-driven ones)
❌ Weak CTA: "Download the eBook."
👉 So what?
✅ Stronger CTA: "Unlock expert strategies to grow your business—download the free eBook now!"
❌ Weak CTA: "Sign up today."
👉 So what?
✅ Stronger CTA: "Sign up today and get instant access to exclusive tips that will save you hours!"
❌ Weak CTA: "Try our software for free."
👉 So what?
✅ Stronger CTA: "Try our software for free and start simplifying your workflow in minutes!"
❌ Weak CTA: "Start your trial now."
👉 So what?
✅ Stronger CTA: "Start your trial now—see firsthand how easy it is to double your productivity!"
2. Sales Pages (Making features more benefit-driven)
❌ Weak Copy: "Our app helps you organize your tasks."
👉 So what?
✅ Stronger Copy: "Stay on top of your day without the stress—our app keeps your tasks organized and your mind clear!"
❌ Weak Copy: "Includes 24/7 customer support."
👉 So what?
✅ Stronger Copy: "Get expert help anytime—so you’re never stuck waiting for answers!"
❌ Weak Copy: "Made with high-quality materials."
👉 So what?
✅ Stronger Copy: "Built to last, so you won’t have to replace it anytime soon!"
❌ Weak Copy: "Our training program is 8 weeks long."
👉 So what?
✅ Stronger Copy: "In just 8 weeks, you'll have the skills and confidence to launch your dream career!"
❌ Weak Copy: "The course includes step-by-step video tutorials."
👉 So what?
✅ Stronger Copy: "Easy-to-follow video tutorials make sure you never feel lost—even if you're a total beginner!"
3. Social Media Posts (Making posts more engaging and valuable)
❌ Weak Post: "We just launched a new product!"
👉 So what?
✅ Stronger Post: "Our new product is here—designed to save you time and make your life easier!"
❌ Weak Post: "Join our community!"
👉 So what?
✅ Stronger Post: "Join 10,000+ entrepreneurs who are learning, growing, and making real connections!"
❌ Weak Post: "Check out our latest blog post."
👉 So what?
✅ Stronger Post: "Want to attract more customers? Our latest blog post breaks down 5 easy strategies!"
❌ Weak Post: "We’re having a sale!"
👉 So what?
✅ Stronger Post: "Save up to 50% on your favorite items—but only until midnight!"
❌ Weak Post: "New course enrollment is open."
👉 So what?
✅ Stronger Post: "Want to finally turn your passion into a profitable business? Enroll now—spots are limited!"
4. Email Subject Lines (Making them more clickable and curiosity-driven)
❌ Weak Subject Line: "Your free guide is here!"
👉 So what?
✅ Stronger Subject Line: "Steal these 5 proven strategies (free guide inside!)"
❌ Weak Subject Line: "Reminder: Our sale ends soon."
👉 So what?
✅ Stronger Subject Line: "Final hours: Your 50% discount disappears at midnight!"
❌ Weak Subject Line: "Join our webinar."
👉 So what?
✅ Stronger Subject Line: "Struggling with [problem]? Our free webinar has the fix!"
❌ Weak Subject Line: "We’ve updated our product."
👉 So what?
✅ Stronger Subject Line: "Big news: This update will save you hours every week!"
❌ Weak Subject Line: "Let’s book your consultation."
👉 So what?
✅ Stronger Subject Line: "A personalized success plan—let’s chat!"
5. Product Descriptions (Making them more engaging & benefit-driven)
❌ Weak Copy: "Our laptop bag is made from waterproof material."
👉 So what?
✅ Stronger Copy: "Never worry about spills again—our waterproof laptop bag keeps your tech safe!"
❌ Weak Copy: "This chair has ergonomic lumbar support."
👉 So what?
✅ Stronger Copy: "Stay comfortable for hours—ergonomic lumbar support reduces back pain!"
❌ Weak Copy: "Our blender has a 1,200-watt motor."
👉 So what?
✅ Stronger Copy: "Blend smoothies in seconds—our 1,200-watt motor powers through anything!"
❌ Weak Copy: "Our candles are made with soy wax."
👉 So what?
✅ Stronger Copy: "Breathe cleaner—our soy wax candles burn longer and toxin-free!"
❌ Weak Copy: "This phone case is shock-resistant."
👉 So what?
✅ Stronger Copy: "Drop your phone? No problem—our shock-resistant case absorbs impact!"
6. Landing Pages (Making first impressions more powerful)
❌ Weak Copy: "Welcome to our website!"
👉 So what?
✅ Stronger Copy: "Struggling with [problem]? You’re in the right place—here’s how we help!"
❌ Weak Copy: "We offer the best digital marketing services."
👉 So what?
✅ Stronger Copy: "Grow your business faster with data-driven digital marketing strategies!"
❌ Weak Copy: "Sign up to get started."
👉 So what?
✅ Stronger Copy: "Sign up today—get instant access to exclusive tools that save you time!"
❌ Weak Copy: "Our software is easy to use."
👉 So what?
✅ Stronger Copy: "No tech skills? No problem—our software makes it effortless!"
❌ Weak Copy: "Join our program and improve your skills."
👉 So what?
✅ Stronger Copy: "Master [skill] in weeks—not years—with expert guidance!"
7. About Pages (Turning generic company descriptions into compelling brand stories)
❌ Weak Copy: "We are a family-owned business."
👉 So what?
✅ Stronger Copy: "As a family-owned business, we treat every customer like one of our own!"
❌ Weak Copy: "We’ve been in business for 10 years."
👉 So what?
✅ Stronger Copy: "With 10 years of experience, we know exactly how to help you succeed!"
❌ Weak Copy: "We focus on high-quality craftsmanship."
👉 So what?
✅ Stronger Copy: "Our expert craftsmanship means you get products that last a lifetime!"
❌ Weak Copy: "We have a passion for what we do."
👉 So what?
✅ Stronger Copy: "Our passion drives us to create products you’ll love using every day!"
❌ Weak Copy: "We prioritize customer satisfaction."
👉 So what?
✅ Stronger Copy: "Your happiness is our priority—if you’re not satisfied, we’ll make it right!"
8. E-Commerce Store Copy (Turning bland product listings into persuasive copy)
❌ Weak Copy: "This jacket is made of 100% wool."
👉 So what?
✅ Stronger Copy: "Stay warm without the bulk—our 100% wool jacket is lightweight but ultra-cozy!"
❌ Weak Copy: "Our coffee beans are sourced ethically."
👉 So what?
✅ Stronger Copy: "Sip with confidence—our ethically sourced beans support fair trade farmers!"
❌ Weak Copy: "These sneakers have memory foam insoles."
👉 So what?
✅ Stronger Copy: "Walk all day in total comfort—memory foam insoles cushion every step!"
❌ Weak Copy: "This planner has a minimalist design."
👉 So what?
✅ Stronger Copy: "Declutter your mind—our sleek, minimalist planner keeps you focused and organized!"
❌ Weak Copy: "Our skincare line is fragrance-free."
👉 So what?
✅ Stronger Copy: "Gentle on sensitive skin—our fragrance-free formula won’t cause irritation!"
9. Course & Membership Sales Pages (Selling knowledge & exclusivity)
❌ Weak Copy: "Get access to exclusive lessons."
👉 So what?
✅ Stronger Copy: "Learn insider secrets you won’t find on Google—get exclusive access now!"
❌ Weak Copy: "Join our membership for new content every month."
👉 So what?
✅ Stronger Copy: "Always stay ahead—fresh expert content delivered to you every month!"
❌ Weak Copy: "This course includes real-world case studies."
👉 So what?
✅ Stronger Copy: "See real success stories and apply proven strategies that actually work!"
❌ Weak Copy: "Learn at your own pace."
👉 So what?
✅ Stronger Copy: "No deadlines, no stress—master skills on your schedule!"
❌ Weak Copy: "This course is beginner-friendly."
👉 So what?
✅ Stronger Copy: "Even if you're starting from scratch, we make learning easy & fun!"
Final Takeaway
Whenever you write something, stop and ask yourself, "So what?" If your answer doesn’t clearly show why your audience should care, keep going until it does!
Want to see this in action? Try it with your own copy right now and see how much more powerful it becomes! 🚀
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