I’m a copywriter (so what?)

If you’re struggling to explain your services in words on your website, blog posts or social media updates, here’s a simple test that you can try to challenge yourself and find inspiration for new ideas.

It’s called the ‘so what’ test.

I can’t claim credit for the ‘so what?’ test.  Search the term and you’ll find it mentioned in blogs, podcasts and discussion forums.

I’m not sure where it originates from (if you do know, please should and I’ll include a reference) but it’s a really useful tool for drilling down into the detail of what you actually do and how you can communicate it to your customers in the written word.

Before I explain the test, something to bear in mind is that when you’re writing content you should be thinking about the benefits of your product/service as well as the features.

There’s a theory that your writing should be all about the benefits – meaning, what’s in it for the customer. (I’m not 100% convinced about this, but I’ll tackle that another time.)

So, if you run a decorating service you don’t just paint rooms (feature), you save the customer from committing crimes to DIY, you free up their weekend, you take away the stress and mess of painting, you save their marriage from the effects of yet another DIY disaster.

With me?

The so what test can help you really think about your business, what you offer, what’s in it for the customer and why they should choose you.

If you have a trusted friend or colleague, you might want to rope them in to help you with the test. You could even record it if you fancy a laugh.

I’m going to demonstrate the test here using my role as a copywriter and an imaginary friend:

Me: “I’m a copywriter”

Imaginary friend: “So what?”

Me: “I write copy for websites and content for business blogs.”

Imaginary friend: “So what?”

Me: “So that when customers visit the client’s website they read clear, persuasive copy that explains the purpose of the business.”

Imaginary friend: “So what?”

Me: “So they can understand how that service/product will benefit them.”

Imaginary friend: “So what?”

Me: “So they can read about the business and find helpful tips that might help them.”

Imaginary friend: “So what?”

Me: “So they can get to know the business and start to trust them.”

Imaginary friend: “So what?”

Me: “So they visit that website again or recommend to their friends.”

Imaginary friend: “So what?”

“Me: “So when they’re ready to buy a product or invest in a service, they’re more like to choose that business”.

 

So that’s a pretty short example. The longer you go on, the more you will uncover about what you do.

My imaginary conversation could have gone off at several tangents. I could have talked about the benefits of high quality content for SEO, using appropriate keywords, optimising paragraphs and images to, accurate writing and presentation.

Instead, I focused on the importance of clear, persuasive copy and helpful content that builds trust with the prospective client.

Your turn now!

Just keep going and really drilling down into the detail of what you do and then think about how you can use that information to write great content for your website and marketing materials.

Let me know how you get on!

Alison

Alison is a Freelance Copywriter in Milton Keynes, specialising in website copywriting and blog content.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s