Ask questions … ask the big bold questions. It’s one sure-fire question to improve all your content. The first thing you usually decide is what you want to say. It seems logical but it’s actually one of the last things you do. What you want to say is important, but what the audience wants and needs to hear is absolutely critical. You can develop powerful content by asking the right questions.

The goal is: Message sent= message received + understanding + action

Everything else is just conversation. To accomplish this goal you need to peel away the layers of rhetoric and drill your message down to the ultimate benefits for your target audience or customer. What is the least amount of information they need to do what you want them to do?

The Million-Dollar Trick

Here’s a million-dollar trick I’ve used for years and shared with dozens of corporations, organizations, agencies and production companies. Here it comes – “So What?”

Asking “So what?” forces you to focus on things that really matter. This simple question works for strategic communication plans, proposals, presentations, video scripts, workshop descriptions, meeting agendas, event designs and absolutely any kind of marketing. Here’s how it works.

Ask Questions

1.  Start with your original content.
2.  After the first point ask, “So what?”
3.  Answer it.
4.  Ask “So what?” again.
5.  Answer it.
6.  Ask “So what?” again.
7.  Keep answering and asking until you have simplified to the point where you can’t go any farther.
8.  Then move on to the second content point and repeat the process.

What’s Left Is Golden

When you have slashed and burned away all the bull, just look at what you’ve accomplished. Your content or marketing is clear, concise, focused and direct. It’s not about you. It’s all about the target audience. Developing powerful, spot-on content takes some time and professionalism but it’s worth it. “So what?” forces us to simplify until we successfully answer the ultimate two questions that everyone wants to know –

“What’s in it for me?”

“Why should I care?”

You are reading this on your computer and, if you’re like me, you enjoy the programs or webpages with the most user-friendly interface. My software developer friends tell me that the simpler the interface, the more sophisticated the program. So make the objective to give your target audience an elegant, sophisticated, uncomplicated experience that’s easy to understand and compels action. Refine, polish and simplify your content and communications until every word and idea generates the specific results you need.

Take the “So What?” Challenge

Take your first draft of any content, marketing or corporate communication. Then use the “So What?” Technique to do a second version. Print out both versions and give them to a group of impartial people to read. Ask them what the content means and which version is clearer and easier to understand and value.

I bet that “So What?” will become your favorite question.

If you want to know more about communications strategy and powerful content development just click on CONTACT US and get in touch.

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