Put Your Message to the ‘So What?’ Test
28th June 2009
If you’re like most small businesses today, you will have tried several ways of telling people about your business at least to some degree either at a networking event, on an advert, mailshot, email blast etc …
You may have even experienced some successes now and again.
But are you able to make it work consistently for your business?
If not, what’s going on?
Test Your Message
Put your message and materials to the “So What?” test.
- Pull out your most frequently used marketing tool (e.g., your 60 secs or your elevator pitch).
- Stand in front of the mirror and read it out loud and put it to the “So What?” test.
After you read it aloud, is it possible that your target audience could respond with a big… “So What?”… “Why do I care?”… or “What’s in it for me?”
If your message isn’t clearly communicating what problems, issues, and challenges you want to help your audience solve and what outcomes you want to deliver for them, then a “So What?” response is exactly what you might expect.
What’s in it For Me?
Messages and materials that are too much about YOU are likely to fail the “So What?” test.
Remember that your target audience wants to know what’s in it for them.
Now go out and review all your marketing materials, including your website and ask yourself SO WHAT!
About the Author
This post has been written by guest blogger Paul Scott who runs his own business growth consultancy Yorkshire Business Growth Ltd based in Huddersfield, West Yorkshire in the UK. Paul’s company works with businesses of all sizes using proven sales, marketing and business development strategies that are designed to make them generate real growth and success.
Connect with Paul through his own website or read his blog. Follow his tweets on Twitter at http://twitter.com/sc0ttie/
Amelia Vargo Says:
Yeah, even if your marketing message worked before, it’s always a good idea to have a look at refreshing it. By carrying out the ’so what?’ test you can start to perfect your marketing message
29th June 2009