Copywriting Clarity — Using “So That”
I work with lots of clients who want to share their expertise, their story, their products and their knowledge. Truthfully, they can get a little frustrated (read: CRABBY!) when what they are putting out isn’t getting a return. To which I say, “Did you offer a so that?”
A “so that” is an easy way of remembering that you have to do more than just offer the features of whatever you are promoting. A “so that” gives you the ability to explain the benefits of WHY someone should join your group or buy your product.
An example. . .
Say you are selling a television. A TV might have a high resolution picture, onboard YouTube and even surround sound. All fine and good. But, if you really want to sell it, try building a “so that” around it, like this: When you look at the new features on this TV, you will instantly know (inserting a “so that” reason) your house will become the place where everyone gathers to watch all the big games! OR Feeling alone on game days? Buy this television model (so that) all of your friends will come over to hang out with you! Get the gist?
While the benefits might seem super obvious to you, they are not always as obvious to your readers. Add “so that” reasons to help your audience understand how your product or service is a benefit to them.
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