2 words to turn ho-hum prose into potent copywriting

From your eye-catching headline to your compelling call to action, this key question will help you clarify your message and engage your readers.

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Two words are all that stand between you and better copy.

What are they?

I won’t keep you in suspense. It’s a simple two-word question:

“So what?”

Asking yourself this one simple question will dramatically improve your copy and yield powerful copywriting.

It doesn’t matter whether you’re writing an email to a colleague, a memo to your staff, or a Web page selling a humidifier.

Those two words will go far to make sure you’ve got your audience in mind, and they will make sure you write only that which is relevant to them.

I’m sure it’s not the first time you’ve heard about using the question “So what?” Plenty of great copywriters have written about it before.

So, rather than rehash why it’s such a great question to ask, I thought it’d be good to simply show you its power for practically every element involved in writing great copy.

The attention-grabbing headline

This the make-it-or-break-it point in your copy. If your headline doesn’t get your reader’s/visitor’s attention right away, the rest of your copy doesn’t matter.

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