The two most important (and underused) words in marketing are “So what?”

The idea is to ask “so what” until you can’t take your questioning another step.  For example:

Our tires have a special tread pattern.  (So what?)

So they channel water away from underneath the tire.  (So what?)

So the tire makes better contact with the road.  (So what?)

So the car will steer better when it’s raining.  (So what?)

So you’re less likely to have an accident.  (So what?)

So you’re less likely to be hurt, or killed, or have to repair your car.

Aha!  We’ve finally arrived at the real benefit of our special tread pattern.  The thing that we should be communicating to prospects.  Yet, how many times have you seen advertising that stopped short of that “Aha!” benefit and advertised one of the earlier, less effective benefits instead?

And “So what?” doesn’t just apply to product benefits.  Think about a mission statement that says:

“We will provide excellent customer service.”  (So what?)

So customers’ problems will be solved more quickly.  (So what?)

So they will be happier with us.  (So what?)

So they will buy more of our products.  (So what?)

So we will make more money.  (So what?)

So we can continue to be successful as a company.  (So what?)

So you can continue to receive a paycheck.

And there’s your “Aha!”  If you want your mission statement to resonate with employees, this is the point you should be making. 

“So what?” isn’t hard to apply, but it is amazing how seldom people make use of it.  Make sure you are one of them!

Your CMO can help you apply this technique to your marketing. 

(So what?) 

So your job will be more secure and you will get promoted!