Hey, it's Ivi 👋
Happy Monday. Here's your one tip for the week.
The "so what?" test.
Most ad copy is full of true statements that change nothing. "Made with premium ingredients." "We've been in business 10 years." "Now with 50% more storage." All true. All ignorable.
The problem isn't that they're bad facts — it's that they leave the reader to do the work of figuring out why they should care. And the reader won't. They'll scroll (shock)
So here's the test: read every line of your ad and ask "so what?" after it. If the line doesn't have an obvious answer, it's not finished.
Watch how it works:
"Made with premium ingredients." → So what? → "So it actually tastes like real food, not cardboard."
"We've been in business 10 years." → So what? → "So we've already made the mistakes your last supplier is still making."
"Now with 50% more storage." → So what? → "So you'll stop deleting photos to make room."
Same fact. But now you've connected it to something the reader actually feels.
The pattern: a feature tells them what it is. The "so what?" forces you to say what it does for them. Customers don't buy features — they buy the better version of their life on the other side of the feature.
This week's action: Take your current best ad and run every line through "so what?" Rewrite any line that doesn't have a clear answer. 😇
Stay tuned for the next tip next Monday,
Ivi
P.S. Want me to "so what?" test a line from your own ad? Hit reply and paste it in — I'll show you the rewrite.
