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If your application lacks the "so what" factor, check out these tips from Clare Whitmell on how to make your application stand out from a mountain of graduate CVs.
You only need to pitch three things: What's at stake – the "so what" factor; what will be different if the idea is adopted; and assurance that the proposed idea is likely to work.
In other words, there is a "so what" factor for you.
Our conversation inspired me to identify a "so what" factor in terms of technological impact on consumers' daily lives in the area of wellness -- an industry many of our clients represent -- and how marketing professionals can foster the adoption of new technologies that alter positive lifestyle choices.
Researchers may wish to proactively target this network, particularly in communicating the practical application of their findings (the "so what factor" of their work).
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com