Can You Answer The Big "So What?"

Can you successfully face the challenge of this two-word question?

It forces you to peel away the layers of rhetoric and drill your message down to the ultimate benefits for all your audiences.

Proposal, training or workshop description, meeting agenda, event plan, workshop or absolutely any kind of marketing … “So what?” helps put the emphasis on things that really matter. Here’s how it works.

So What?

1. Start with your original content.
2. After the first point ask, “So what?”
3. Answer it.
4. Ask “So what? again.
5. Answer it.
6. Ask “So what? again.
7. Keep answering and asking until you have simplified to where you can’t go any farther.
8. Then move on to the second content point and repeat the process.

Clarity & Focus

When you’ve finished take a look at what you’ve accomplished. Now you have clarity of purpose and a laser-sharp focus on the benefits. Add a few emotional and motivational elements and you are ready to rock and roll!

Here’s why this is so valuable. It forces us to think like the audience. It forces us to shave off the self-serving aspects of our messages. We are all proud of our advanced degrees, certifications, awards and years of experience. However, that doesn’t necessarily translate into any tangible value for our “customers.” Our attempts at justifying our approaches, “proprietary processes” or internal politics end up tossed aside. It’s not about us, it’s all about them.

“So what?” forces us to simplify until we successfully answer the ultimate two questions that everyone wants to know –

“What’s in it for me?”

“Why should I care?”

Sophistication = Simplicity

Software developers strive for the simplest, most user-friendly interface. In most cases the simpler the interface the more sophisticated the program. Just like software developers our goal is to provide uncomplicated, elegant, sophisticated solutions. Every piece of marketing, proposals, training or workshop descriptions, meeting agendas or event plans can be improved.

Try “So what?” For Yourself

Test the idea. Give it an impartial trial, print out the before and after versions and give them to five people to read. Ask them what the content means and which version is clearer and easier to understand and value?

If it works for you, please let me know. If it doesn’t, let me know, too. I want to help make you successful.

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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.