4 Simple Cures for Boring Marketing Copy

I actually nodded off once while reading a company’s marketing copy. Granted, I was tired at the time, having already reviewed about a gazillion copywriting examples that day. Still, if the writer had attempted to make the copy just a tad more interesting — rather than same ol’ same ol’ — I would have stayed engaged. Boring copy loses sales. Everyone is too busy these days to pay attention to dull, yawn-inducing emails, websites, landing pages and other content. The good news is, it doesn’t take much of an extra effort to make your marketing copy more interesting. Even absorbing. Here are four simple ways to do that. 1. Use stories, examples, scenarios. Stories captivate us. It’s human nature. You’re more likely to be interested in, and remember, a story than even the most compelling presentation of the facts. That’s why I began this article with a story. In marketing copy, a story (or an example or a scenario) is handy when you want to switch on the prospect’s mental movie projector so she can visualize how a product will benefit her. Think about it. Don’t you imagine what it’s going to be like driving a new car before you buy it? So when you’re writing marketing copy and it’s beginning to sound dull, start the next sentence with “For example…” or “Imagine this…” or “Here’s how this would look in your business…” Your copy will immediately liven. 2. Dream up fresh ways to describe things. One of the traps people fall into when writing copy is describing things — like product features — in much the same way...