The Santa Barbara Web Design and Marketing Blog

In the world of marketing, sales funnels, and digital communication, there’s a single question echoing in the minds of everyone who encounters your content: "What’s in it for me?" It doesn’t matter if you’re a seasoned pro or you’re just getting started—the principle is the same. Everyone from your casual website visitor to the die-hard prospects going through your funnel is constantly sizing up your message through the lens of personal benefit.

You might be wondering, "How do I keep someone interested from the first moment they see my ad, all the way to the end when they’ve hopefully clicked, opted in, or made a purchase?" The answer, as simple as it sounds, is to consistently address "what’s in it for them." If you can do this—if you can align every headline, photo, fact, myth, or story to clearly communicate benefit, gain, or value—you’ll not only capture attention, but you’ll maintain and build desire that leads to action.

Why “What’s in It for Them?” is the Foundation of All Great Marketing

It’s easy as a business owner, coach, or creator to get caught up in talking about yourself, your product, or your service. You know your solution works. You’ve seen the results. You might even feel that sharing your passion is enough to convert browsers into loyal fans.

But unfortunately, experience and research alike show that self-focused copy simply doesn’t resonate. Your customers and clients are looking at everything you say and do with a filter: Will this help me? Will this solve my problem? Will I feel or look better, avoid pain, or achieve something I care about?

Great copy always channels the mindset of the potential customer. The more you can speak to their direct benefit—not just features or technicalities—the more likely you are to keep them in your funnel, move them through your process, and guide them towards the action you want them to take.

So if there’s one rule to remember, it’s this: everything you create should make it crystal clear what’s in it for them.

Introducing the “So What?” Test: The Key to Powerful Messaging

Even though the advice to focus on benefits over features is nearly as old as marketing itself, there’s a practical tool you can use to make your message stronger, clearer, and more compelling: the “So What?” test.

The process is beautifully simple. For every statement you make—every line you write, every photo you carefully select, every fact or story you layer into your funnel—stop and ask yourself, “So what?” Then pause, and answer honestly from the audience’s point of view. If the benefit still isn’t clear, ask it again.

Let’s go through an example.

Say your headline reads: “Lose 10 Pounds in 30 Days!"

That’s a promise. But if you ask, “So what?” you quickly discover that it’s not nearly enough.

“Well, that means the person will be 10 pounds lighter.” So what?

“That means their clothes will fit better, they’ll feel more energetic, and they might have more confidence when they look in the mirror.” So what?

“They’ll feel proud at the beach this summer, their friends will notice the difference, and maybe they’ll even lower their risk of health issues.”

Do you see how quickly a claim turns into a series of real-life, emotional benefits? Each answer digs deeper into what people truly want. “Lose 10 pounds” is ok, but “feel proud, confident, and energized at the beach this summer” taps into a desire. It’s relatable and motivating. It’s what your reader wants to buy.

How to Apply the “So What?” Test to Your Funnel, Step by Step

Let’s take apart each element of your funnel and explore how the “So What?” question can strengthen your messaging at every stage.

1. Headline

The headline is your first and sometimes only chance to grab attention. It promises an outcome and frames the conversation.

- Example headline: “Double Your Website Traffic with Our Proven System.”

- So what? “You’ll get more visitors to your website.”

- So what? “That means more people reading your blog, buying your products, and joining your email list.”

- So what? “Your business will make more sales, and you’ll finally have the growth you’ve been dreaming of—all without feeling overwhelmed.”

Now, your headline (and sub-header) can tantalize with, “Discover how our proven system brings you more leads, sales, and growth—without the tech overload.”

2. Photos

Visuals are powerful, but not just any image will do. Always ask what emotion or idea the image delivers to the viewer.

- Image: Smiling person working at a laptop.

- So what? “They look happy and productive.”

- So what? “I want to feel that way working from home.”

- So what? “If I use this system/product/service, I will finally have ease and satisfaction in my own work.”

Choose photos that not only look good, but connect to the outcome your visitor wants.

3. Stories, Facts, and Myths

Every story, fact, or myth-busting argument in your copy should reinforce the benefit.

- Story: A client saved five hours per week using your process.

- So what? “They got their work done faster.”

- So what? “That’s five hours more with family, on hobbies, or simply relaxing.”

- So what? “Using this product/service means I can reclaim my time for what matters most to me.”

Now your copy doesn’t just say “saves time” but promises “more moments with your kids, guilt-free Netflix nights, or the ability to pursue your passions without burning out.”

4. Calls to Action

Whether it’s “Download now,” “Schedule your free call,” or “Buy today,” your calls to action need to tie back to the unique benefit people are seeking.

- So what if I download your free PDF?

- So what if I join your webinar?

- So what if I register for your course?

If each CTA is paired with a benefit—“Download the PDF and start saving 10 hours per week today,”—you heighten the incentive to act.

Benefits vs. Features: The Fundamental Difference

Let’s pause to clarify: features are what something is or does; benefits are how it will help the user. People rarely buy features—they buy the result.

- Feature: “Our project management tool has calendar and chat integration.”

- Benefit: “Easily keep your team on track and never miss a deadline again—with all your communication and planning in one place.”

- So what? “You stress less and achieve your goals faster—giving you more time to focus on growing your business.”

Every time you’re tempted to list a feature, force yourself through the “So what?” test until you’re articulating a real-life, valuable benefit.

How the “So What?” Test Makes Your Funnel Unstoppable

Let’s walk through a hypothetical sales funnel for an online course to see this in action:

1. Social Media Ad

- Feature-focused: “New course on web automation now available!”

- Revised, benefit-focused after “So what?”: “Want to save hours each week? Discover the simple web automation skills that free up your time—even if you’re not a techie.”

Why it works: The benefit is clear (save time), it targets a pain-point (overwhelm), and reassures the reader (no tech skills required).

2. Landing Page Headline

- Feature-focused: “SB Web Guy presents: Web Automation 101”

- Benefit-focused after “So what?”: “Unlock the secrets to a smoother business and reclaim your day—learn web automation, step by step.”

Why it works: Focuses on the outcome and the transformation—what they gain by joining.

3. Video Script

- Start with: “This course covers Zapier, ChatGPT, and workflow design.”

- Revise after “So what?”: “Imagine waking up to find your admin tasks handled for you—emails sorted, calendars updated, posts scheduled… all while you sleep. That’s the power of automation I’ll help you unlock.”

Why it works: Now it evokes a real-world scenario, appealing to the dream of work-life balance and relief from busywork.

4. Call to Action

- “Register now.”

- After “So what?”: “Register now to finally escape the busywork trap and put your business growth on autopilot.”

Why it works: The call to action is a reward, not just an instruction.

Making the Mindset Shift: How to Think Like Your Audience

To create copy, content, and funnels that convert, you need to stop approaching communication from a “here’s what I offer” position. Instead, you have to imagine stepping into your audience’s shoes:

- What do they dream of achieving?

- What frustrates or scares them?

- How would their day-to-day life change if they had your solution?

- What is the cost of not taking action?

When you consistently put yourself in their mindset—and run each message through the “So what?” gauntlet—you’ll uncover new angles and new levels of clarity in persuading people to take action.

Testing Your Messaging with Real People

Sometimes it’s hard to see the forest for the trees when it comes to our own messaging. That’s when a fresh set of eyes is invaluable. Before going live, try sharing your core headlines or landing pages with a friend or colleague and ask:

- “If you saw this offer, what would you think is in it for you?”

- “What would make you want to read further or click?”

- “If you didn’t care about this feature, what payoff would you need to stick around?”

You’ll quickly see where your message is landing—and where you need to strengthen the benefit.

Creating a Habit of Clarity and Empathy

The “What’s in it for them?” and “So what?” techniques are more than just tools—they’re habits of clear, empathetic communication. As you build this muscle, watch how your results improve:

- Increased engagement on ads, social posts, and emails

- Higher opt-in rates on landing pages

- More meaningful conversations on discovery calls

- Greater satisfaction and lower refund rates (because you’ve set the right expectations)

Your Next Steps: Transforming Your Funnel One Piece at a Time

Here’s how you can get started transforming your messaging right now, no matter the size or complexity of your funnel:

1. Audit your existing materials—From your website to your ads to your email sequences. Print them out or copy them into a document.

2. Annotate ruthlessly—For every line, ask, “So what?” If the answer isn’t obvious and motivating, add a note for improvement.

3. Rewrite until the benefit pops— You should be able to scan your copy and see what’s in it for the reader, at a glance.

4. Test and iterate—Digital tools make it easy to try A/B testing with new headlines, CTA button text, or email subject lines.

5. Teach your team—Share this methodology with colleagues, copywriters, designers, and anyone in your organization who creates customer-facing material.

In Closing: Put Your Customer at the Heart

The secret to a high-performing funnel isn’t fancy tech, clever gadgets, or even genius design. It’s empathy married with clarity. The more you can communicate, at every step, exactly what’s in it for your customer, the more they will trust you, desire what you offer, and take action.

Next time you review your content, remember: ask “So what?” again and again. Peel back every layer until the real, raw benefit is shining through. Not only will you improve your results, but your audience will thank you—with their attention, their loyalty, and ultimately, their business.

Stay customer-focused, keep refining, and watch your marketing become unstoppable.

That’s the mindset behind every successful Strategy Sunday—and the secret I’ll continue to share each week as we grow together.

See you next time.