You’ve seen this happen.
A brand posts something that sounds impressive; for instance, “We help businesses grow faster with cutting-edge solutions.”
Nice words!
But your brain instantly goes, “So what?”
That tiny, two-word test is what separates okay copy from unforgettable copy.
Because if your reader can still shrug after reading your headline, ad, or product page, you’ve lost them already.
The best part? You don’t need to be Shakespeare to fix it. You just need to start thinking like your audience.
And the “So What? Copy Test” will help you think like them. Let’s break it down using some examples.
Why the “So What?” Test Works
Every line of your copy is making a promise. But your reader’s brain instantly fires back with:
“So what? Why should I care?”
If your answer isn’t clear, emotional, or valuable — your copy fails.
This test forces you to go beyond features and find the meaning behind them.
For example:
- ❌ Our ERP system has real-time data tracking.
- ✅ Track your construction project from anywhere — even while you’re sipping chai on-site.
See the difference?
One tells. The other talks.
Step 1: Translate Features into Feelings
Most brands love to list features. “24/7 support.” “AI-driven insights.” “Cloud-based solutions.”
But your readers don’t care about that — until you show how it changes their life.
So before you finalize a line, ask: “So what?”
Let’s see it in action:
- 🏗️ Our ERP system connects departments across your business.
So what?
- ✅ So you don’t have to chase your accountant, storekeeper, and site engineer on three different WhatsApp groups.
That’s what your audience wants — not jargon, but peace of mind.
Pro Tip: Keep asking “So-what?” until your copy sounds like something your customer would actually say in real life.
Step 2: Find the Real Value Hidden Beneath the Buzzwords
Marketers often hide behind buzzwords. Words like “synergy,” “innovation,” and “scalability” sound smart — but they don’t feel real.
Let’s say you write:
- “Our HR software improves employee engagement.”
So what?
- “So your team actually shows up excited on Monday mornings.”
Boom. That’s what you’re really selling.
Brian Dean calls this the “value leap” — the moment you move from describing a thing to describing a transformation.
Step 3: Write Like You’re Explaining It to Your Friend
Imagine explaining your product to your colleague over a cup of ‘tapri chai.’
Would you say, “Our AI-powered analytics optimize operational efficiency”?
Of course not. You’d say:
“Bruh…, this software saves you hours of manual work.”
That’s what the “So What?” test helps you uncover — the human version of your copy.
This simple mindset shift makes your writing sound less like an ad and more like advice. And people trust advice way more than advertising.
Step 4: Stack Benefits, Not Buzzwords
When you pass the “So-What?” test, you start stacking benefits naturally.
Each line builds on the last one.
For example:
“Our CRM tracks every customer interaction.”
So what?
“So you never forget to follow up.”
So what?
“So you close deals faster.”
Now you’ve turned one boring feature into a mini sales story.
Read more: PASTOR: Copy That Converts
Step 5: Test Your Copy the Indian Way
In India, we’re surrounded by storytelling that connects — from Amul ads to Swiggy memes.
What makes them click? Relatability.
So when you write copy for Indian audiences, add cultural cues:
“Save time with one-click invoicing” → “Save hours of paperwork so you can actually make it to your kid’s annual day.”
Small, human details make your reader feel seen. And that’s where conversions happen.
Step 6: Apply It Everywhere — From LinkedIn Posts to Landing Pages
The “So What?” test isn’t just for website copy. Use it everywhere:
- Email subject lines: “Unlock our new dashboard” → So-what? → “Now track your project profits in one click.”
- Ad headlines: “Try our ERP software” → So-what? → “Run your business without 10 spreadsheets.”
- Social captions: “We launched a new feature” → So-what? → “You’ll finish reports before your morning chai gets cold.”
Everywhere you write, keep pushing your message until it passes the “So What?” filter.
Step 7: Bonus — Flip the Test on Yourself
Here’s where things get interesting.
Don’t just use the test on your copy. Use it on your offer.
If your entire product can’t answer “So what?” — you might need to rethink what you’re offering.
Because great copy can’t fix a weak value proposition.
The most successful Indian startups — from Zomato to Zerodha — don’t just sell features. They sell convenience, trust, and empowerment. That’s the “So What?” test at the business level.
The Secret Behind the “So What?” Test
The test is brutally simple.
After writing any line, pause and ask:
“If my reader said ‘So what?’ — do I have a solid answer?”
If not, rewrite it until you do.
That’s it.
You’ll be shocked at how many sentences die in that test.
Let’s see it in action.
Example #1: The Landing Page That Finally Makes Sense
Before:
“Our ERP software empowers construction companies with digital transformation.”
So what?
That’s just a buzzword buffet.
After:
“Our ERP software helps construction teams track projects, materials, and payments in one place — so they finish jobs faster and make more profit.”
Now it means something. You can feel the benefit.
Example #2: The LinkedIn Post That Gets Engagement
Before:
“We’re proud to launch our new HRMS platform.”
So what?
Nobody cares about your pride — they care about what’s in it for them.
After:
“Managing payroll and attendance just got easier. Our new HRMS helps you save hours every week — no Excel drama anymore.”
Boom. Same announcement, completely different impact.
Example #3: The Ad Copy That Stops the Scroll
Before:
“Experience the next generation of financial software.”
So what?
Sounds like every other ad.
After:
“Handle all your invoices and payments from your phone. No accountant needed.”
Specific. Simple. Scroll-stopping.
Own This Magic Formula
Whenever you write a line, imagine your reader leaning back and saying:
“Okay… so what?”
Then answer that question.
Use this 3-step mini-formula to run “So What” copywriting technique:
- Make a claim.
- Ask ‘So what?’
- Turn the answer into your next sentence.
For example:
“Our CRM uses AI for customer engagement.”
So what? → “So your sales team can predict which leads will buy — and close deals faster.”
Every “So what?” you answer makes your copy stronger.
Pro Tip: Don’t Stop at One “So What?”
Sometimes one round isn’t enough. Push further.
Example:
“Our ERP software reduces project delays.”
So what? → “So you deliver projects faster.”
So what? → “So your clients stay happier and give repeat business.”
Each layer uncovers a deeper benefit — the one that actually converts.
Your “So What?” Checklist
Before you hit publish, ask yourself:
✅ Does every claim have a clear, reader-focused benefit?
✅ Could someone unfamiliar with my product understand what’s in it for them?
✅ Is my copy free of empty adjectives like “innovative,” “cutting-edge,” or “transformative”?
✅ Does my message sound like a conversation, not a press release?
If you check all four, congrats — you’ve passed the “So What?” Test.
Final Word: Write Copy That Earns a “Wow,” Not a “So What”
At the end of the day, your readers don’t care about your product. They care about what it does for them.
When your copy answers “So-what?” clearly, emotionally, and truthfully — you stop sounding like a marketer and start sounding like someone who understands.
So, before you publish your next headline, ad, or email… pause for two seconds and ask:
👉 “So what?”
If you can answer that with heart and honesty, your copy has already won.
