Why your sales copy must pass the "SO WHAT?" Test! ✅

When a potential customer reads your sales copy, they’re silently asking one thing over and over again:

👉 “SO WHAT?”

It doesn’t matter how exciting you think your product or service is. What matters is whether the reader instantly understands:

1. WHY it’s relevant to them

2. HOW it improves their life

3. WHAT problem it solves.

👉What is the “SO WHAT?” Test?

The “SO WHAT?” Test is a simple copywriting filter that forces you to strip away fluff and keep only the benefits that actually resonate with your customer.

If you’re writing sales copy and your sentence describes a feature, ask:

• So what?

• Why should they care?

• What’s in it for them?

If you can’t answer clearly, it doesn’t belong in your copy.

Example:

❌ “Our software has advanced AI algorithms.”
👉 Customer thinks: So what?

✅ “Our AI software helps you save 10+ hours a week by automating boring admin tasks.”
👉 Customer thinks: Yes, that matters to me.

👉Why passing the “SO WHAT?” Test Matters

1. Cuts through noise – Customers skim, they don’t read. Passing the “SO WHAT?” Test forces clarity.

2. Focuses on benefits, not features – People buy outcomes, not specs.

3. Builds emotional connection – Answering “SO WHAT?” shows empathy—you get what your customer actually wants.

4. Boosts conversions – Clear, benefit-driven copy moves people from interest to action.

💡 Bottom line: If your copy can’t pass the “SO WHAT?” Test, it won’t pass your reader’s attention test—and that means missed sales.

👉How humour drives the “SO WHAT?” message home

Specsavers is a great example of a brand that uses humour to drive the “SO WHAT?” message home! By illustrating the silly, embarrassing, and inconvenient mishaps caused by poor eyesight or hearing (and in this instance wearing glasses), the brand shows their target market exactly what’s in it for them!

💡 Pro Tip: If your last “SO WHAT?” doesn’t touch on time, money, energy, confidence, or freedom → dig deeper!

AND FINALLY A FEW WORDS FROM ANNIE

I’m so chuffed that the CTR (click through rate) for this newsletter is in the top 40% of beehiiv newsletters so thank you for reading and engaging!🙏

I hope you found this week’s tips helpful. If there’s anything you’d like me to cover in future newsletters, let me know - I would love to hear from you! 😍

HAVE A GREAT WEEK & THANKS FOR READING!😊🙏

P.S. If you need a Copywriter or Virtual Assistant to help you get sh*t done or sell more sh*t, get in touch- [email protected].