Does your copywriting pass the "so what" or "BFD" test?…

If there’s anything worse than reading brochure copy or website copy that’s all fluff about the company and not about what customers want, it’s reading a bunch of features that don’t mean anything to the readers. That’s why I recommend the “so what” or “BFD” (I think you can figure that one out…) test.

It works like this. Read the copy (read it out loud for optimum effect). If you find yourself saying, “so what” or “BFD” then you just read a feature not a benefit.

For example:
“Our website copy is compelling and to the point.” … so what! or BFD!

Here’s a benefits-oriented approach to the same copy:
“You’ll boost natural search rankings and conversions with our website copy.” Now that’s what I’m talkin’ about! (not to mention that fact that it’s focused on the customer’s needs and not telling you what we want you to hear.)

So what’s this have to do with integrated marcom?

Whether you’re producing a brochure, website, microsite or direct and interactive campaign, your benefits should be consistent. The challenge for marketing communications pros is when campaign elements are developed by different vendors. A creative brief that specifies the key “benefits” (not features) is a good way to ensure a tightly integrated campaign that will deliver maximum results.

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