So what?

by Ed Camp

I had a copywriting professor in college who scared me to death!  It wasn't that he ate his own children or anything like that, but he did chew up students and spit them out.  We all thought it was just for his own sick enjoyment, realizing of course that he was trying to make a point.  The phrase I still hear every time I write advertising copy is this:  So what?  It's a phrase he'd utter when we read our ad copy in class to each other, waiting for all the praise to rain down.  The "rain" did not happen too often . . . in fact, the conditions were much more like a drought.

Those two words have taught me a lot over the years.  In other words:  who cares?  Does the newspaper ad, radio script, TV proposition, PowerPoint, web page really say anything to your audience?   If so, what is it really saying?

This article cannot be a crash course in copywriting because there is no such thing.  But, I can offer some very basic points that will help you determine more questions to ask yourself.  Here are some questions your customer may be asking you if they only could, expanding on the "so what" look at things:

• What's in it for me?  Imagine the customer you want your copy to influence is sitting across the table from you.  If he or she asks the question, can your ad copy be the answer?  It should.
• So, what do you want me to do?  Every good piece of persuasive writing has a call to action.  Your ad copy should ask your audience to do something, go somewhere, feel something . . . or any other action words you want to list.
• So, what if I don't?  Just as important as talking about what your customer should do is the concept of what will happen if he or she doesn't do something.  Of course, this is not fear mongering; just a suggestion of fear is enough.
• But I don't understand?  Usually, this is followed by:  "I thought you said (fill in the blank)."  You must tell the truth as you know it to be.  Customers are smart, and they will figure things out if you try to stretch the truth.  Just remember that not every product or service is for everyone, and it's OK to tell them so in very subtle ways.
• Can you tell me more?  Write every word so that it leaves them wanting more.  Remember your copy is a sales presentation that continues to reveal interesting point after interesting point.  And, just enough is fine.  Don't bore the customer with too much.

The key point to all copy is "sell the sizzle and not the steak."  That means talk benefits rather than attributes.  By talking benefits, you will answer most of these questions your customers may be asking themselves.  Answering questions is what good persuasive writing does.