Effective Advertising Copy means saying "So What"

"So What"...the simple test for any copy that will save million$$ on ineffective text

Consumer skepticism is at an all time high with 30,000 advertising messages bombarding our psyche each day. Ultimately, consumers only care about what makes their life better and they sift through those messages based on that test. You can gage the impact of your copy based on the simple, yet effective, “So What!” test.

Read out loud every line of copy you plan on using in your brochure copy, radio copy, newspaper copy, or web copy. If your target market could respond to that copy with an honest “So What”....you can deem that copy unnecessary.

We’ve got the best prices of the season”

-So what!

“Locally owned and in business for 40 years”

-So what!”

“We’ve got the best selection and a friendly staff to service you”

-So what!”

“You’d pay $29.95 everywhere in town but this week we can offer it to you at just $19.95”

-Now you’ve got my attention!

“We’ve been backing up our ‘satisfaction or you money back’ guarentee for 40 years...why would you take a risk anywhere else”

-Now you’ve got my attention!

“With over 22,000 different items in the store, you’ll be able to take care of all of your needs in one stop.”

-Now you’ve got my attention!

The “So What Test” is the most painful and valueable tool in your marketing tool chest.

"The Eyes have it"-A surefire way to supercharge you print advertising and guarantee every reader sees your ad.

Psychologists established years ago that mentally healthy humans have an innate need to maintain eye contact. Tests confirmed that it is uncomfortable for humans to confront another person, and even a picture of another person, without making eye contact.

The first goal of any visual marketing tool is to command the target audiences’ attention. Without initial attention, the message will never be delivered. The cheapest, and most effective, way to command that attention is to include the “eyes” of a human being. It will not only instantly direct the reader’s attention to your message, it will also ‘humanize’ the marketing message and create an emotional attachment that most ads only hope to achieve.

Add a human face with compelling eyes, or at the very least, just eyes to every visual marketing campaign you create.

Test it yourself or on you family. It works 100% of the time.