{"id":166,"date":"2022-05-02T06:00:00","date_gmt":"2022-05-02T13:00:00","guid":{"rendered":"https:\/\/stephenfbrown.com\/?p=166"},"modified":"2022-05-02T06:00:00","modified_gmt":"2022-05-02T13:00:00","slug":"boost-conversions-with-the-so-what","status":"publish","type":"post","link":"https:\/\/stephenbrownsblog.com\/index.php\/2022\/05\/02\/boost-conversions-with-the-so-what\/","title":{"rendered":"Boost Conversions With The So What"},"content":{"rendered":"\n<p>So how do you come up with a good headline? Use the so what technique. &nbsp;<\/p>\n\n\n\n<p>So let\u2019s say you sold an e-book about how to teach your child self-defense. So you say, \u201cI\u2019ve got 7 simple tips on how you can allow your child to perform all the ancient Chinese kung fu drop kicks and fist pumps that most people don\u2019t know about.\u201d &nbsp;<\/p>\n\n\n\n<p>That\u2019s an OK benefit. &nbsp;So you teach your kid how to punch and kick, but so what? You\u2019ve got a little bit of interest because you\u2019ve got the ancient Chinese stuff and a little bit of curiosity, so how can I do all this with just seven tips? &nbsp;But I say so what? &nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280-1024x682.jpg\" alt=\"conversions\" class=\"wp-image-1055 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280-1024x682.jpg\" alt=\"conversions\" class=\"wp-image-1055 lazyload\" srcset=\"https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280-1024x682.jpg 1024w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280-300x200.jpg 300w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280-768x512.jpg 768w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/agree-1728448_1280.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p>And then maybe you might reply, \u201cAll right, for my level 2 headline I\u2019ll revise it to, \u2018In less than 30 minutes, your child will be able to impress his friends and avoid bullies and get more confidence while he\u2019s going to school.\u2019\u201d So that\u2019s your response to the so what. &nbsp;<\/p>\n\n\n\n<p>So instead of just he can kick, and he can punch, you say, \u201cHe can do it in 30 minutes, and he can get more friends, and he can get rid of bullies.\u201d &nbsp;<\/p>\n\n\n\n<p>So you write that down and you say, \u201cSo what?\u201d You can say, \u201cAll right, he\u2019ll get more friends; get rid of bullies. That will allow him to get better grades, and he\u2019ll have a skill that will travel with him later in life. And he will be able to protect his family if he has one or prevent himself from injury or even death. So you could say, \u201cTeach your child to prevent himself, his future family, his friends, his co-workers from injury or even death from just 30 minutes of training using these 7 ancient Chinese tips that can work at any age.\u201d &nbsp;<\/p>\n\n\n\n<p>Isn\u2019t that a cooler headline than, \u201cOh, just learn these 7 tips on how to kick and how to punch.\u201d So just by asking yourself \u201cso what,\u201d you kind of break the headline down into more useful terms, and you make it more specific, and you kind of make it more of a broad appeal. I know it doesn\u2019t seem like you can give something more broad appeal by making it more specific, but that\u2019s just how it works. &nbsp;<\/p>\n\n\n\n<p>And you might think I\u2019m full of crap, but I just thought of that niche off the top of my head, and I revised that headline off the top of my head. &nbsp;&nbsp;<\/p>\n\n\n\n<p>So that\u2019s another way to try to boost your conversion. So take an existing headline and try to pull out a good benefit by using the \u201cso what\u201d technique and make a sub-headline; or even if the sub-headline is good enough, then remove the original headline and promote that sub-headline to the headline.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280-1024x682.jpg\" alt=\"conversions\" class=\"wp-image-1056 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280-1024x682.jpg\" alt=\"conversions\" class=\"wp-image-1056 lazyload\" srcset=\"https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280-1024x682.jpg 1024w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280-300x200.jpg 300w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280-768x512.jpg 768w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/business-6839039_1280.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p>So I know you\u2019ve seen these sales letters with lots and lots of texts and huge, chunky paragraphs and endless bullet points. And they\u2019re kind of boring. It\u2019s really easy to scroll through and skip over a lot of the text, even the text that\u2019s supposed to be important. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Take advantage of scruffies!<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>So to counteract this you add graphics. And you know how I feel about graphics. I don\u2019t like big, huge graphics that distract, but I do like graphics that draw in attention. So you can add these things called scruffys. And you\u2019ve probably seen them. They\u2019re graphics that do things like underline text in a real like sloppy line as if someone wrote a marker on the page. Or you take a red arrow that\u2019s pointing to a very important paragraph or you have the text \u201ctrue story\u201d right underneath a real story. Or you have a pointing finger, or you have a screenshot. &nbsp;You just add some kind of a stock photo, even a tiny clock just to say, \u201cHere\u2019s a really quick tip that you\u2019ll learn after you buy my course.\u201d &nbsp;<\/p>\n\n\n\n<p>So just go through your sales text and if you have two-thirds of a page of just text, then decide \u2013 think about what your sales letter is talking about and go to Google images and find an appropriate image. &nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280-1024x690.jpg\" alt=\"conversions\" class=\"wp-image-1057 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"690\" src=\"https:\/\/stephenfbrown.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280-1024x690.jpg\" alt=\"conversions\" class=\"wp-image-1057 lazyload\" srcset=\"https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280-1024x690.jpg 1024w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280-300x202.jpg 300w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280-768x518.jpg 768w, https:\/\/stephenbrownsblog.com\/wp-content\/uploads\/2022\/03\/career-3536331_1280.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p>I had a sales letter once where we were all talking about a goldfish. I can\u2019t remember what it was about, but it was something like the goldfish only has an attention span of two seconds. So that\u2019s how a lot of your customers are, and I had some kind of attention grabbing PHP script or something. But I put a little picture of a goldfish right next to the paragraph. So people would be scrolling and they\u2019d say, \u201cWhat the heck? I\u2019m reading about a PHP script, and he\u2019s got a picture of a goldfish here.\u201d And then they end up reading the paragraph, and they get sucked into the story, and they\u2019ve got to read the whole entire story to know how the goldfish relates to this PHP script I\u2019m talking about. &nbsp;<\/p>\n\n\n\n<p>So that\u2019s how you do it. You could even open up your graphics editor like Photoshop or Paint Shop Pro or whatever, and you draw in the underlined stuff or write the text \u201ctrue story\u201d using the paintbrush tool. Or you just go to Google images and find pictures of clocks, arrows, pointing fingers, or you make screenshots if it\u2019s appropriate of your software program or of your HTML templates or of your manual in action; or if you have a dog training product show a picture of a dog. Do like a before and after photo or just a photo of yourself. Just have some kind of graphics to draw attention to the slow parts of the copy<\/p>\n","protected":false},"excerpt":{"rendered":"<p>So how do you come up with a good headline? Use the so what technique. &nbsp; So let\u2019s say you sold an e-book about how to teach your child self-defense. So you say, \u201cI\u2019ve got 7 simple tips on how you can allow your child to perform all the ancient Chinese kung fu drop kicks &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/stephenbrownsblog.com\/index.php\/2022\/05\/02\/boost-conversions-with-the-so-what\/\"> <span class=\"screen-reader-text\">Boost Conversions With The So What<\/span>Read More &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":1057,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","slim_seo":{"title":"Boost Conversions With The So What - Stephen Brown&#039;s Blog","description":"So how do you come up with a good headline? Use the so what technique. &nbsp; So let\u2019s say you sold an e-book about how to teach your child self-defense. So you"},"footnotes":""},"categories":[20,11],"tags":[261,262,468,696],"class_list":["post-166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting","category-sales","tag-conversion-rate","tag-conversions","tag-getting-more-sales","tag-more-conversions"],"_links":{"self":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts\/166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/comments?post=166"}],"version-history":[{"count":0,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/posts\/166\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/media\/1057"}],"wp:attachment":[{"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/media?parent=166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/categories?post=166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stephenbrownsblog.com\/index.php\/wp-json\/wp\/v2\/tags?post=166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}