Every time you describe what your offer does, imagine your reader asking “So what?” – and answer it. Then ask again.
“Learn to write high-converting emails” → so you can make sales from your list every day → so you’ll see dozens of Stripe notifications every morning → so you’ll feel excited to wake up, knowing you never have to worry about financial insecurity again.
People don’t want your course or your system. They want their nasty problems – and the emotions that come with them – to go away. Go deep enough, and they stop asking “So what?”.
Let’s say you want to sell a course on “making money with email marketing”.
(or it could be any topic, really)
How would you approach this situation?
If you’re like most marketers, you say something like:
“Learn how to write high-converting emails that make money”
But the natural reaction of most people is…
“So what?”
Sure…
It sounds great and all…
But do they REALLY care about “Learning how to write high-converting emails that make money”?
Probably not.
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The Rapid Lead Activator reveals the psychology-based framework I use to write welcome sequences that sell – without hype. Normally $9.99 on Amazon, yours free. Plus a bonus AI assistant that writes your first 5 welcome emails for you – in minutes, not days.
Send Me the Rapid Lead Activator →What is the “So what?” test?
So you go one step DEEPER.
You could say something like:
“Learn how to write high-converting emails that make money… so you can make sales from your email list every day”
Better…
But still…
“So what?”
Do people REALLY care about “Learning how to write high-converting emails that make money… so they can make sales from their email list every day”?
Do they dream about this during the night?
Do they wake up at 3 am, sweaty, agonizing over not making enough sales from their email list every day?
Well…
Probably not.
How deep should you go?
So what if you go one step DEEPER?
For example, you could say something like:
“Learn how to write high-converting emails that make money…
So you can make sales from your email list every day…
So when you open up your inbox every morning, you’ll see dozens of Stripe notifications”
Now that’s what I’m talking about!
Way better… right?
It’s starting to sound like what people are actually looking forward to.
It’s DIMENSIONALIZED.
It paints a vivid picture in your reader’s mind…
Which is great because one of the most important jobs of effective messages is to conjure vivid, dimensionalized pictures in the mind of your prospect.
It’s how their mind functions.
Still…
A lot of people might still be like:
“So what?”
“So what if I learn how to write high-converting emails that make money… so I can make sales from my email list every day… so when I open up my inbox every morning, I’ll see dozens of Stripe notifications?”
Well…
I say you *could* go one step even DEEPER, by saying something like:
“Learn how to write high-converting emails that make money…
So you can make sales from your email list every day…
So when you open up your inbox every morning, you’ll see dozens of Stripe notifications…
So you’ll feel great & excited to wake up every day, knowing full well that you never have to worry about financial insecurity again”
Why do core emotions sell better than benefits?
Now THAT sounds like a powerful statement!
One that goes several layers deeper than “superficial features and benefits”…
And talks about the CORE EMOTIONS of your prospect.
Because look…
Ultimately, they don’t want your course…
Or a step-by-step system…
Or even daily Stripe notifications (although this is getting pretty close :) )
No.
They want their nasty problems to go away… so that they will no longer FEEL all those nasty emotions they’re sick and tired of.
They want to finally FEEL how they’ve always wanted to feel.
They want the PAIN to go away.
And if YOUR solution is the thing that finally solves their problems… so they could finally feel how they want to feel…
Then so be it…
They’ll buy your course / program / product / solution.
And guess what?
They’ll no longer ask “So what?”…
Because you went deep enough to satisfy their deepest, darkest desires…
And that’s what they REALLY care about.
Makes sense?
Good.
Now it’s time to go back and watch another episode of Moon Knight.
It’s surprisingly good!
Run the “So what?” test on your own copy
1. Write down what your offer does. One plain line – “Learn how to…”.
2. Ask “So what?” and answer with “so you can…”. The first practical result.
3. Ask again and make it visible. What will they see? (Dozens of Stripe notifications every morning.)
4. Ask once more and name the feeling. How will they finally feel – and what pain goes away?
5. Lead with the deepest layer. That’s the one your reader actually cares about.
(The right depth also depends on how aware your reader already is – see the customer awareness stages.)
If you want help turning those layers into a full sales page, Sales Page In An Hour walks you through one that sounds like you – in as little as an hour.
Free book + AI assistant
Turn the Leads Already Joining Your List Into Buyers – Faster
The Rapid Lead Activator reveals the psychology-based framework I use to write welcome sequences that sell – without hype. Normally $9.99 on Amazon, yours free. Plus a bonus AI assistant that writes your first 5 welcome emails for you – in minutes, not days.
Send Me the Rapid Lead Activator →-Csaba
