3 small words = 1 big result ... [🐝U]

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There’s a weird moment that happens when someone asks what you do.

You know what you do.
You might even be really good at it.

…but when you try to explain it?
Verbal vomit

Your brain scrambles.
You start mid-thought.

& suddenly you’re halfway through a sentence…
with no idea how to land it.

“so, what do you do?”
You’ve got about 7 seconds.

& somehow…
you either undersell it
overcomplicate it
or say something so safe it makes the conversation quietly die right in front of you.

You see it happen in real time.

That slight nod…
the polite “oh that’s nice”…

& just like that, you’ve lost them.
They mentally checked out.

why this actually matters

When we’re standing in front of a person, we see their reaction
& instantly know if something’s landing … or not.

That’s not an option with marketing materials.

Your website or social media post or ad doesn’t get to “try again.”

There’s no 2nd shot.
No chance to clarify.

They either get it…
or they’re gone.

& this is where we overcorrect…
but we also shouldn’t try to hit them with ALL the information either.

the same way you want to have Goldilocks Goals.
your readers want that “just right” amount of information
… to lean in & say “tell me more”
… or to realize it’s not a good fit & move on.

it’s not a writing problem

Most people think this is a writing issue.
It’s not.

It’s a thinking problem.

& until that part’s fixed…
no amount of “better copy” is going to save you.

You’re starting with what you do…
or your experience
or your skill set

It’s riddled with feature, feature, feature…

basically a list of things you do
that you care about

& your reader?
They don’t know what to do with that

the “so what” trap

There’s a trick I heard in a writing masterclass recently.

They were breaking down how to turn features into actual benefits…

& the question they kept coming back to was to ask:
“so what?”

As in …
“I help businesses with content strategy”
…so what?

“I offer coaching”
…so what?

“I build websites”
…so what?

The point they were making was simple:

If you can’t answer “so what?” clearly…
Maybe even go a few “so what"?” layers deep
your reader isn’t confused.

They’re just… done.

where most of us get stuck

Here’s where this breaks down for most of us.

“So what?” is a thinking tool…
…but it’s not something you can actually write.

It stays in your head.
It never makes it onto the page.

the shift that fixes it

Years ago, when I was working with Jon Benson
(the guy who invented the Video Sales Letter)…

He taught me a slightly different way to do this.

Same idea.
But this time…
it actually shows up on the page.

Instead of asking “so what?”

You just write:
“so you can”

why this works

Because it forces you to finish the thought.

Not in your head…
But on the page.

It bridges the gap between:
what you do
or your skills & experience
& what that actually does for someone

That’s the game … outcomes … results

Not sounding smart.
Not sounding polished & professional

Getting someone to feel something…
& understand what’s in it for them.

That’s the part people care about.

what this looks like in real life

I had a conversation with someone recently…

They told me:
“I help businesses with CRM upgrades.”

Cool?

But I had no idea what that actually meant.

Then they tried again:

“I help service businesses improve their systems…
so you can spend more time helping clients instead of wasting time looking for information ”

Same person.
Same offer.

Completely different impact.

“so you can” changes everything

Now add 3 words.

“I help businesses with content strategy…
so you can attract the right clients without wasting money constantly chasing bad leads”

“I offer 1:1 business coaching…
so you can get custom support for your specific problem & finally stop second-guessing every decision in your business”

“I build websites…
so you can turn visitors into actual paying customers”

That second half?

That’s where the reader finally sees themselves in what you’re saying.

making it sound like you

If “so you can” doesn’t feel natural yet or doesn’t grammatically fit … that’s OK.

The goal isn’t the specific “so you can” phrase.
& you don’t want to keep repeating “so you can” over & over

You can say …
→ in order to…
→ let’s you…
→ which helps you …
→ so you’re able to …

Use whatever feels like how you actually talk.

You’re just having that same conversation
with words instead of voice.

why this matters more than it seems

This isn’t just about writing better sentences using clever copywriting tricks.

It forces you to answer a deeper question:
Why does this matter… to them?

& if you can’t answer that clearly?
No amount of “better” wording or tricks can fix it.

why most people struggle with this

Because it makes you answer a harder question:

Who do I actually want to serve…
& why does this matter to them?

That means you have to understand their problems
Not in a generic way.
In a real way.

The kind of answer that usually leads to a story.

A moment.
An experience.
A reason you care.

where this gets personal

For me, this hits deeper than marketing.

I witnessed the regret my dad had walking away from a career in music.

Not because he didn’t love it…
but because it didn’t feel practical … “safe”

That kind of moment sticks with you.

It makes you care about helping people build something that actually works—
without giving up the thing they wanted in the first place.

That’s the difference between saying what you do…
& explaining why it matters.

Not listing services or certifications.

you don’t need better words

You don’t need to become an A-List copywriter.
You don’t need to sound more polished & presentable
You don’t need more trendy tactics.

You need clearer thinking.

Because when the thinking’s clear…

Your writing gets a whole lot easier.

quick test

Take a sentence about what you do
or a specific service you offer.

Just 1.

Add “so you can” to the end of it.
Then try adding it again

Don’t worry if it gets messy

See how far you can take it.
Push into the deeper benefit that feels just out of reach.

what I’m doing next

I’m starting to build out a few clientless income streams.

Not just to build them…
…but to show you how it actually works.

& more importantly
How to share what you’re creating in a way people get.

Not:
“I’m building digital products”

But:
“I’m sharing my process…
so you can learn how to create income without directly working with clients”

Same idea.
Very different impact.

final thought

Use this simple shift in everything.

Because it works whether you’re writing a post
a sales page
an offer
or just trying to explain what you do without cringing a little

Try it today.

Seriously … just take 1 sentence & finish it.

You’ll feel the difference immediately.

& more importantly…
so will the person reading it.

Make it a great week!
EG

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