Denise Klarquist — 5 February 2007
So What?
In this morning's Monday Morning Must Read, courtesy of Core77, one of B.L. Ochman's 12 Tenents of Social Media Marketing was highlighted, ...
V. Thy communications must pass the "who cares?" test
Abandon ye all communications that are long-winded, formulaic, boring as hell, and laden with superlatives and marketing babble.
Write down your concept in one sentence. Then ask yourself, and answer honestly, "So what?" If it still sounds like a good idea, proceed to rewrite it, over and over, until it has not one extra word.
I hold this close to my heart and use it every chance I get. But it's much easier said than done.
Filtering one's own brilliant ideas using this simple test doesn't always work - it's too easy to fall in love with your own work and words and leave it with that catchy comeback, "Because I said so."
I think the tenent needs to be slightly modified. I've never realized the power of "so what" as forcefully as when I've used it on someone else. Try saying this to a client, whether they are internal or external, as they promote their concepts. But that is when I've seen it make the most difference. And so I request of those around me, please shine a light on my ideas and ask me "So what?" For a marketer, these really are two of the most useful words I know.
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