...na tle innych produktów (na rynku)
Co czyni go atrakcyjnym / bardziej atrakcyjnym ?
Co sprawi, że klient mógłby się nim zainteresować ?

The "so what test" also applies to writers and their work (stories, novels etc...)
Dlaczego ktoś miałby to czytać ?
Czy to co oferujemy, jest ciekawe, nowe, inne...?

…calls it the "So what? Who cares?" test. And that's apt, because when we ask someone "What do you do?" we're not really asking that question. We're asking a far more brutal question: "Why should I care about what you say and why should I listen to you?"

The "So What?" Test
…there is an extremely important point that you must constantly keep in the forefront of your mind: What is it? Who would want to read something they already knew? You wouldn't be persuading them of anything…always keep asking "SO WHAT?", "WHO CARES?" or to paraphrase the famous Canadian journalist Barbara Frum: "Tell me something new about something I care about."

??/

taka sugestia :)