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The two most important words in every copywriter's toolkit

How to turn a T-shirt into a headline

Imagine I'm trying to sell you a T-shirt. I could say:

It's white. It has a round neck and short sleeves. It's made of cotton.

Do you want to buy it? Probably not. I've listed its features. They're just facts. Not very inspiring.

"So what?" you ask.

So, it's a design classic.

A bit more interesting.

"So what?" you ask.

So, you can wear it with anything.

Ok, now we're getting somewhere. Now we've got a benefit. Talking about benefits, rather than features, is how you make the product relevant. It's how you put your customer at the heart of what you write.

This may not be new news, but we don't need to stop there.

Let's try that question again.

So, you can wear it with anything.

So what?

So, it's the only T-shirt you'll ever need.

Now we've got a headline. And now you might be more interested in buying one.

Asking "so what?" will turn features into benefits.

But why not try asking it twice, three times, more, to see where it takes your copywriting?


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