Triple Your Pitch With The 'So What' Test
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Most pitches die because they stop at the feature. The image above shows how to bulldoze past weak claims and land on a benefit that actually makes people reach for their wallet. You do it with one ruthless question: “So what?”
From Boring Feature To Real-Life Payoff
The image walks a boring pitch down to a real payoff. Step 1: “Our software automates invoices.” So what? Step 2: “You save 5 hours every week.” So what? Step 3: “You get Friday afternoons back.” Now it finally hits a nerve: more free time, less grind, maybe even beach Fridays. The test ends only when your benefit connects to actual life, not just workflow.
How To Run The ‘So What’ Test On Your Pitch
- State your current pitch in one sentence, just like “Our software automates invoices.”
- Ask “So what?” and rewrite the sentence to show the direct result for the customer.
- Ask “So what?” again and push the result into time, money, or emotional relief.
- Repeat until you hit a tangible life upgrade (more freedom, less stress, more profit).
- Use that final line as your main pitch and demote everything above it to supporting copy.
‘So What’ Test In The Wild
Calendly turns boring scheduling links into the benefit of never playing email tag again, so busy people instantly see the time and frustration it saves.
Dropbox sells peace of mind by turning file-sync features into the promise that your work is safe and available on any device, even if your laptop dies.
Creative Variations
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