“So What?”: Jazz Up Your Benefits
“So What?”
(the Miles Davis song - not the Pink).
It’s forever pressed into my vinyl copy of Kind of Blue, one of greatest jazz recordings ever.
I still remember buying the album at the Band Box when I was in high school. That was practically in Medieval times, when record stores still existed and Tower was the place to go in Georgetown.
The theme is two notes long – really just a motive. (Why not? Beethoven built his Fifth Symphony on a four-note motive). You can hear the trumpet speaking the words “So what” over and over again in alternating keys. And it’s still brilliant.
You may be thinking, “So What? What does that have to do with my sales copy?”
Miles has handed us the musical version of an old copywriting trick. It’s one of the easiest ways to develop ideas when you want to communicate the full benefits of a product.
The next time you’re writing a sales page or ad, stop and ask yourself the question, “So what?” Then repeat until you run out of ideas.
Let’s say you’re selling a pair of tennis shoes.
You could start by mentioning a feature like the wide toe box in the FX model.
“So what?”
Your feet don’t hurt.
“So what?”
You’re not distracted by the pain, and you can play another hour.
“So what?”
You can fully concentrate on your game, and you enjoy a splendid afternoon.
“What else?” (variation on a theme)
You have greater stability on the court.
“So what?”
Your risk of injury is lower, and you move with greater confidence.
“So what?”
Best tennis game ever.
(Or “Say Goodbye to Love” if you want to conclude the benefits with another song)
You can go through the same process for the iron-tough, durable tread and the high-tech cushioning. It goes on and on.
Give it a try if you don’t already do this ... and let me know how it goes.
Judy Olbrych, B2B Copywriter and Communications Strategist, increases ROI for international brands with high-conversion copy. Read more at www.judyolbrych.com
"Articles from Judy Olbrych
View blogIt’s not armoured. It’s a ball with a window … · … and a little-known secret of creativity. · If you ...
“Laugh and the world laughs with you, snore and you sleep alone.” · ― Anthony Burgess · “What hath n ...
Are you limiting your own recovery from Crohn’s Disease? · I’ve seen patient after patient lose hope ...
You may be interested in these jobs
-
Medical Laboratory Scientist I
Found in: One Red Cent US C2 - 17 hours ago
Quest Diagnostics Incorporated Chantilly, United StatesMedical Laboratory Scientist I - Chantilly, VA - Thursday to Monday 10:00pm-6:30am · Are you intrigued by the science of the human body? Curious about state-of-the-art laboratory instrumentation? Looking to join a Fortune 500 company leading the world in providing diagnostic info ...
-
RN Senior Care Unit
Found in: One Red Cent US C2 - 1 day ago
Ascension Birmingham, AL, United StatesBehavioral Health - Adult Psychiatry · Schedule: Nights; Hospital: Various health insurance options & wellness plans Retirement benefits including employer match plans Long-term & short-term disability Employee assistance programs (EAP) Parental leave & adoption assistance Tuiti ...
-
Office Manager
Found in: Lensa US P 2 C2 - 1 day ago
Phillips Vet Clinic Phillips, United StatesJob Description · Job Description · We are hiring a courteous and efficient veterinary office manager to coordinate and mange all office administration procedures. The veterinary office managers' responsibility is to have oversight of office activity on a day-to-day basis. This ...
Comments
Judy Olbrych
6 years ago #1
Thanks, Joan MacDougal. The image found me - I kept hearing the song in my head every time I asked the question!