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So what about the benefits?

It’s a few years since I’ve mentioned my favourite technique for ensuring I’m getting to the real root of what I’m trying to get over in a piece of marketing copy.

It’s to say “so what?”

And to keep saying it.

“Our new blue widget travels at 3m/sec!”
“So what?”
“That makes it the fastest in the world!”
“So what?”
“Specifiers will get shorter shuttling times!”
“So what?”
“Their machines will run faster!”
“So what?”
“They can offer higher throughput”
“Got it…”

The feature? Your new blue widget runs at a higher speed. The benefit? Your OEM specifiers will be able to offer their own customers a higher throughput machine.