Yeah, the “so what” method never worked for me because I feel like the method doesn’t have any flow to it.
We say “so what” after each feature, but then we’re still left trying to bring up a completely new thought in the form of a benefit.
It might work for some people, but it always left me feeling cold and uninspired.
That’s why I created a similar but better method (at least it’s better for me) feel free to give it a try. Maybe it will work for you?
Mine is the “which means” method.
What you do is to simply say “which means” at the end of every feature you mention.
After each feature packed sentence you think… “which means _________ for you” ( fill in the blank with the actual benefit to your target audience)
When you use this simple exercise, it can help you bring up the benefits to your reader…
… Which means you’ll be able to connect better with your audience…
… Which means more people will trust that you care, and that you are here to help them fulfill their needs…
… Which means they’ll be more likely to do business with you…
… Which means a lot more conversions, and more revenue for you and your business.
Do you see what I did there? I used “which means _______” and took it multiple levels deep until I started turning it into a solid benefit… for you!
To tighten the copy up a bit I might go with…
“When you use this simple exercise, it’ll help you write your copy in a more client centric and benefit driven manner. This will help your customers feel like you care about them, and it will help you get a lot more conversions, and more revenue for you and your business.”
Of course this exercise won’t give you polished sales copy all by itself. But thinking this way, can help get you moving in the right direction (a client oriented, benefit driven direction)
I wrote an article a while back that touches on this method…
Keeping Your Audience Engaged – Part 1 of 2
Do you have any current, or past clients, lottor?
Those clients would probably know why they choose to get their dog groomed, and why they choose you over all the other dog groomers.
Instead of trying to figure out what they want, sometimes it’s quicker and easier to just ask them.
If you don’t have any clients yet, then you’ll need to do some market research.
Market research is when you hang out with your target market and become part of their world for a little while.
Learn what they talk about and the kind of words they use when they talk to each other. This research will often tell you everything you need to know to use the right words, and right message, in your copy.
Where does your target audience hang out? (dog care forums? facebook groups for dogs? social places online, or offline?)
Figure out where they hang out, and then you’ll want to pay close attention when people start talking about “WHY” they go to a particular dog groomer.