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Here’s a simple but deadly effective method to write hard-hitting copy chock full of benefits your readers will eat up like a chocoholic at a candy factory…
It’s called the “so what” test. Michel Fortin teaches it, but I learned it long ago in one of the many sales training courses I’ve taken. However I must say it took me a long time to take the bone out of my head about applying it to “salesmanship in print”. Here’s how it works…
Write down something about your product. Anything.
It comes in “Candy Apple Red” (I must have sweet tooth today :-). So what?
So it’s sexy. So what?
So girls love it. So What?
So you’ll attract girls attention. So what?
So you’ll be more popular with the girls. So what?
So I’m married and I’ll get into a lot of trouble if I continue so I’ll stop here. But you get the idea.
Notice only the FIRST thing I mentioned is tangible. Everything else is imaginary. Benefits are not touched they are felt and that is what makes them so powerful.
Use the so what test in your copywriting and you’ll invoke more emotion so you’ll sell more. So you’ll make more money. So you can hire more people to do your work. So you can spend more time with your family. So you can afford better stuff…
But do me one favor please? Don’t get too wrapped up in the “things”. There really is more to life than can be purchased with cash.
God bless,
Andy
