Let’s face it, not every product is that exciting to write about. But what may be boring to others may be interesting to others! No matter what you’re trying to sell (and whether you think it’s boring or not), you’re in the business of making money. And you can’t make money without selling those “boring” products! 

Writing descriptions about boring products isn’t necessarily that difficult either. The copy simply focuses on what customers actually care about. You can take things up another notch with copy and make the most ordinary product compelling. It is really an art to be able to turn something that is seemingly boring into something people actually want to read about!

So, let’s explore how exactly you can go about writing about boring products: 

Stick to the Problem (Not the Product)

Customers don’t solely care about the product on its own. They are more focused on the problem it solves or the outcome it can deliver. For example, a warehouse shelving system isn’t probably going to knock your socks off, but improving efficiency, saving time, and reducing clutter just might! This is usually the hook that gets them interested in the first place.

It’s Story Time

Creating content in the form of a story creates context and helps build a stronger emotional connection. Even the most basic of products can become more interesting when it’s placed within a real-world situation. So, you should aim to showcase how a customer solved a challenge or achieved their goal through your product, and this helps others relate.

Show Why it Matters

Sometimes, products that seem boring are difficult for customers to understand their importance. This is where effective copy comes in, as it can connect the dots between your product and a meaningful outcome. When people understand the consequences of having (or not having) a solution, your product becomes more relevant and appealing.

Add a Dash of Personality

The product you’re writing about may be dry, but it doesn’t mean your personality has to be as well! I see this all too often, where businesses rely on safe and predictable language. That doesn’t really get you anywhere, and it just kind of fades into the background. So, a little bit of personality can go a long way. Use a distinctive voice that separates your brand from others.

Benefits Should Be Tangible

Steer clear of generic benefits like “improved productivity” or “better performance”, because what do they actually mean? It’s pretty safe to say, they are just wasted words. There’s nothing really tangible behind it! Potential customers generally connect better when specific outcomes are listed. Create concrete benefits that are easier to visualise with tangible results.

Ready to turn otherwise seemingly “boring” products into something potential customers will actually want to read about? This is where Kopywriter Katherine can lend a helping hand! One of her superpowers is making anything seem interesting 🦸‍♀️