Your feature sounds impressive... So what? I think this is one of the most useful questions in copywriting. It's easy to describe what a product does. The real challenge is explaining why it matters to the person reading your copy. Let's say you're writing for a SaaS platform: Feature: “Our platform offers automated reporting.” So what? "It reduces the time spent compiling data manually."

So what? "Your team spends less time building reports and more time making decisions." Now we're getting somewhere. This is the “So what?” test: a simple copywriting exercise that helps you move from product features to meaningful customer benefits. But a feature isn't useless copy. Features can be important, especially in SaaS, where buyers need to understand what a product actually does. But without explaining the value behind them, your messaging may leave readers doing the work of connecting the dots. Good copywriting makes that connection clear. Don't just tell people what your product can do. Show them why it matters. Next time you write a feature statement, ask yourself: “So what?” Would your answer make your audience care?

Final direction picked! I love when brands use custom illustration as the main way to communicate with their audience. Direction discovery should not take more than one week and it should be full of personality! Ready to upgrade your brand?

Amazing work!