Passing the ‘so what’ test

I saw an ad for DFS in a magazine in the hairdressers. Which magazine, you ask? It may have been Tatler. It may have been Hello! Sorry, I can’t remember.

Either way, it passed the ‘so what test’, which impressed me so much I wrote it down for this blog.

Most business-owners should know by now about writing benefits not features in their marketing. You do that by asking and answering ‘so what?’ at the end of every sentence. The DFS sofa ad does this overtly and admirably:

It’s called Fabienne
(or just Fab for short)

It’s designed for comfort
(and good-looking too)

It’s made with 100% real leather all over, no imitation anywhere
(and take your pick from over 50 colours at no extra cost)

It’s exclusive to DFS
(so you won’t find it anywhere else)

Plus, to make it even easier on the pocket you can choose 4 years free credit
(with no payments for the first year)

And to top it all, it’s now half price
(saving you a whopping £803)

It also passes the ‘we we’ test. That is, the number of times the word ‘you’ is used more often than ‘we’, ‘I’ or ‘us’.

Does your advertising copy pass both tests too?

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