Do Your Letters & Ads pass the “So What?” Test?
The first thing to remember when you set out to write an ad or a marketing letter is that most people want a good reason NOT to read it. They don’t want to miss anything that might benefit them, but they’re really hoping yours is a message they can simply toss or delete.
Everyone gets too much email these days. And unless we’re hiding under a rock, we also see too many marketing messages. If we tried to read all of it, we’d still be reading Monday’s messages on Wednesday.
That means most people don’t want to waste time on reading anything that isn’t interesting or directly useful to them.
Soooo… Whatever you convey needs to answer the reader’s unspoken question: “So what?” And it needs to answer it quickly, before they lose interest and hit delete.
When you write, put your message to the test. Ask the question, and if the answer isn’t evident, start over.