Use the “So What?” Test For Your Ads

This week, we’re diving into a topic that can make or break your ads: the “So What?” test.

Most ads fail not because of bad targeting or weak offers, but because they don’t immediately make people care.

Why is the “So What?” test important

Think about how you scroll through your phone. You’re bombarded with ads.

Now ask yourself: What makes you stop?

Something instantly relevant or intriguing.

Most ads fail because they start with a generic product shot, a slow build-up, or a weak or confusing opening.

And when that happens? Your brain says “So what?” and moves on.

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How to use the "So What?" test

Here’s an easy 3 step process to improve your ads using the “So What?” test:

1. Watch your ad with fresh eyes

Play your ad and ask yourself:

• Would a total stranger care?

• Is it clear what the product does?

• Does it create curiosity, emotion, or a strong reaction?

If the answer is NO, your ad needs a better hook.

2. Fix your first 5 seconds

The first seconds of your ad must grab attention.

Try these things:

• A bold statement

• A shocking visual

• A relatable problem

3. Get real feedback

Test your ad by showing it to someone who doesn’t know your brand.

Ask them: Would you stop scrolling for this?

If they say NO → Your hook needs work.

If they say YES → Congrats, you’re onto something!

If you do this, I guarantee you’ll start making better ads today.

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