We all know just how crucial a powerful headline is in any sales copy. Crafting a headline that grabs your reader's attention and entices them to read your copy takes a great deal of effort and skill.
However, sometimes our headlines simply don't deliver the desired results. They fall flat, failing to attract the clicks and engagement that we were hoping for. However, there is a simple yet effective solution to this problem: the two words,
"So What?"
You see, the "So What?" principle challenges us to answer a fundamental question: Why should anyone care about this? And let's face it, that's a question your readers are asking themselves every time they see a headline. If you can provide a compelling answer to that question, you're much more likely to capture their attention and keep them engaged.
So, the next time you're crafting a headline, just say to yourself, "So What?"
- What is the underlying benefit that your product or service provides?
- What problem does it solve for your customers?
- Why is it different or better than what's currently available in the market?
These are the question's that readers are asking themselves every time they see a headline, in fact, if you think about it, you probably do the same yourself, so, if you can provide a compelling answer, you’re much more likely to capture their attention.
One way to use “So What?” is to add it as a prompt at the end of your headline. For example, if you were writing an article about a new product release, you might initially come up with a headline like “Introducing the Revolutionary New Product X”. But if you add “So What?” to the end of that headline, you’re forced to think deeper about why the reader should care.
You might end up with a revised headline like “Introducing the Revolutionary New Product X: Finally, a Solution to Your Toughest Problem”.
The key to using “So What?” effectively is to be honest with yourself about the value proposition of your article. If you can’t come up with a good reason why someone should care about what you’re writing, then chances are your article isn’t worth writing in the first place.
By using “So What?” as a tool for self-reflection, you can ensure that your headlines are always on point and that your articles are offering real value to your readers.
By answering these questions and incorporating the "So What?" principle into your headlines, you can dramatically improve their effectiveness and boost your engagement rates. It's a simple yet powerful technique that can make all the difference in the world.
