#22 If Your Content Isn’t Working, Ask This One Question

This is the simplest copy tip you’ll ever hear—and most people skip it.

In this short episode, I unpack the power of asking “so what?” every time you create content. Whether it’s a lead magnet, a LinkedIn post, or a sales page, most content flops because it lacks clear value for the reader. I share how I used this question to turn a short PDF into a 70-page viral report that drove over 2,000 comments and $100K in sales.

Discussion points:

• The "so what" test for every piece of content

• How to write from your audience's POV

• Turning surface-level insights into deep, practical value