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

2

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.

Related Posts:

» High Performance Online Headlines for B2B Copywriters
» Anatomy of a B2B Mobile Post
» Has Social Media Increased Our Tolerance for Typos?
» B2B Copywriters: Minding the 6 Ps of Marketing
» 3 B2B Copywriting Tips for Effective Mobile Content


Comments

2 Responses to “Does your copywriting pass the "so what" or "BFD" test?…”
  1. Dani Nordin says:

    Great points. Recently, I found myself taking a second look at some copy a client had created, and we worked together on making sure that it was not only to the point, but it was benefits-driven. Not only did it boost the appeal of her site once we were done, I just found out that she was #1 on Google for a very important search term!

    Now I just have to get moving on looking at MY site for BFD copy…

  2. Joan Damico says:

    I know what you mean, Dani. I do my best copywriting for other people, but I struggle when it comes to writing for myself.

    Joan

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!