Ashley A. is a full-time copywriter at Express Writers.
Let’s face it: being a professional copywriter often means writing about boring industries.
While these industries may be incredibly worthwhile (RV rentals, for example, or tax compliance for expats), they’re far from titillating.
Yet, our job is to make them seem like the best thing since sliced bread. Sound challenging? It is!
I’ve been a full-time copywriter for years now, and, in that time, I’ve been asked to write about everything: from moving services to how to collect canine fecal samples.
At times, maintaining creativity in the content I write for these companies has been challenging, but it’s a skill all good copywriters need to learn.
Without it, you risk crafting sub-par content that does nothing to advance your client’s online presence and may, in fact, harm their reputation.
So with that in mind, it’s clear that the role a professional copywriter plays in learning to craft creative content is critically important – even (and especially) when the topic isn’t that exciting, to begin with.
A Professional Copywriter’s Guide: 5 Tips to Crafting Unique Content for Boring Industries
Stumped on how to write unique content for uninspiring topics?
Check out these five tips:
1. Find the Story Within the Brand or Topic
Even if a storyline doesn’t immediately leap out at you, every brand has one, and every topic needs one. When I’m asked to write about something that strikes me as ho-hum or downright dry, the first thing I do is get to work locating the story.
For example, the company offering RV rentals doesn’t want a blog post outlining the features of each RV – it wants content that inspires people to take the leap and rent an RV for the trip of a lifetime. The brand selling tax compliance services doesn’t want an elaborate list of impossible-to-decipher tax laws – it wants a compelling landing page that demonstrates how the services offered can help expats live the American dream.
When you consider the larger climate of marketing, it’s clear that copywriters are out there working on every single day. Need an example? Consider Febreze, which was on the brink of becoming a multi-million dollar failure until some creative copywriter somewhere discovered how to tell a story customers could connect with.
Case in point? Every brand has a story, and it’s your job to find creative ways to tease it out.
2. Put Yourself in the Reader’s Shoes
For a professional copywriter, one of the most effective ways to make a boring industry interesting is to put yourself in your readers’ shoes.
What are they looking for from this content? How can you arrange it in a way that better addresses their needs or provides more useful answers to their questions? What extra touch could you add to make it special?
Consideration for the reader should be the core of your writing process, and you’ll typically find that viewing content from the reader’s perspective is an efficient way to find a creative approach and stick with it.
3. Understand that All Content has Value (As Long as It’s Well-Written)
Even the topics that seem mundane have value.
When you think about how and why the internet functions, it’s clear that the entire thing is a massive information-delivery service.
People around the country and the world need to learn new things, find new information and answer difficult questions. And when these needs crop up, they head to Google.
While articles with titles like “How to Collect a Canine Fecal Sample” aren’t what most copywriters consider the assignment of a lifetime, this lofty attitude doesn’t ultimately get us anywhere. Because here’s the thing: all content has value.
While it may not be glamorous, somebody somewhere needs this information, and your job as a professional copywriter is to put it together in a clear, useful, and helpful way.
When you view content this way, instead of looking down your nose at the topics that don’t immediately thrill you, it becomes apparent that giving everything you write your all is one of the best and most compassionate ways you can serve your clients and readers.
4. Develop a metaphor
Sometimes, it’s just really hard to make a topic creative, and in these cases, one of the best things you can do is create a metaphor.
For example, we’ve got a post on the Express Writers blog about persuasive copywriting. While the words “persuasive copywriting” on their own might not make the hair on the back of your neck stand up, saying that persuasive copywriting is the unicorn of online content will probably strike you as much more interesting.
The moral of the story is this: if you can’t find a way to make a topic interesting, consider likening it to something that is.
Metaphor works wonders in online content, and tying a dry topic to something more compelling or unique is an excellent way to help your readers connect with the subject matter.
5. Make the Most of Statistics
One smart way to make a dry topic exciting is to draw in relevant statistics.
For example, what if I told you that lots of people get hurt by icicles?
Now, what if I told you that icicles kill more than 100 people in Russia each year?
That’s more interesting, right?
The human brain is wired to love specificity, and bringing in relevant facts and statistics is one of the best ways to get people to perk their ears up for a less-than-tantalizing topic. Plus, high-quality statistics are readily available for virtually every topic under the sun.
Don’t believe me? Vending machines kill approximately 13 people each year.
No, get busy researching.
Professional Copywriters Rejoice: Creative Content is Possible, Even for Boring Businesses
While the clients you write for are all doing their best to serve their customers and solve problems, some industries are just plain boring.
Luckily, we don’t have to fault them for this.
As a professional copywriter, your job is not to critique the industries we all work within. Instead, it is to find a way to craft compelling, unique content for every company and topic that comes our way.
So whether it’s male baldness or how to safely lick and seal envelopes, these five tips can help you find the “meat” of a topic and connect with it in a way that benefits your readers and clients in all industries.
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