Boring Is Bad

Want some truth today? Your products really aren’t that interesting. Don’t get me wrong, there are people that like them and want to buy them of course or you wouldn’t be in business, HOWEVER, they aren’t as cool as you think they are.

I was reading a blog post by Seth Godin and it got me to thinking. The fact of the matter is that we are all significantly more interested in what we do and what we sell than anyone else. Hopefully, we have passion for our work but we can’t overplay that and bore our audience with a bunch of boundless bull.

Years ago we were interviewing a PR firm that told us about one of their favorite case studies. The company that hired them wanted to be thought leaders in their industry, which doesn’t sound too daunting until you learn that the company you are representing makes bolts. Seriously, how sexy can you make a bolt? The PR firm discovered that the bolts this company made were used in the renovation of the Statue Of Liberty. Problem solved.

My challenge to you today is to read the copy on your website or in your marketing materials. How long does it take until you are daydreaming about what you’re going to have for lunch? No excuses either people. I don’t care what industry you’re in or what product you sell, you DO NOT have to be boring. Boring is a waste of time and lacks empathy.

Show some respect to your audience, search for the “Statue Of Liberty” story in your own world and drive it home. Be brief, be strong, be relevant. Are you thinking about lunch yet?


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