So What?
When creating any type of marketing or advertising content, evaluate your key sentences by applying the question “so what?” to each one. Then, if the message you’re trying to convey isn’t clear or provides no value, rework your words.
For example, let’s say your ad copy includes this phrase: “We take pride in caring for our customers.” By asking “so what?” you might realize that your audience doesn’t care about what you are proud of. After all, how does your pride benefit them? You might also see that merely saying you care about your customers without providing proof of how you do it is an empty claim.
Adding this step to your content creation can also make it easier to spot clichés and trim your word count. Deeply considering the question can help you shift the focus of your content from you to your audience.
If you think you can’t be brutal enough with editing your own content, ask a trusted colleague to apply the “so what?” test to your words. |