By Alan Graner
Two words will change your marketing communications, make you more relevant, increase interest in your products and services and, undoubtedly, generate more sales.
That’s not a rhetorical question—those are the words: “So what?”
You: “We’re Number One in our field.”
Me: “So what?”
You can talk all you want about how your software will allow me to slice and dice data 17 different ways using a proprietary algorithm.
I’m looking for data software that’s easy to install and requires minimal training so I can get my workforce up to speed in the shortest time possible so I can become more profitable.
How to unleash the power of “so what?”
Look at your marketing materials—your case studies, blogs, whitepapers and especially your website.
After reading each piece ask “so what?”
It the copy talks about you instead of me…if it’s full of generalities instead of specifics…if it doesn’t give me solid reasons why I would want to buy your product/service (or at least want more information)…rewrite it.
Talk to your salesforce—your people on the front lines. Their success depends on answering “so what?” questions. Ask them to review your copy and ask if they think your customers would be interested in what you say.
Ultimately, if you can’t give your prospects the answer to the question, they most likely will have a one word response.
Do your sales and marketing materials pass the “so what?” test?
Image: TaxCredits.net via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.