I’m an expert in writing about the mundane

As a generalist copywriter and content writer, I’ve written on all sorts of subjects. From luxury holidays and designer brands to some of the most boring and mundane topics imaginable.

They’ve included:

  • Toilet rolls
  • Blocked drains
  • Body odour
  • Tooth decay
  • Washing powder
  • Dustbins
  • Household recycling…

You get the idea.

Personally, I enjoy the challenge of writing on mundane subjects. I almost always learn something interesting I never knew before or find an interesting angle that will make the content pop.

What counts as a dull subject?

You know that person you always try to avoid? The one with the monotone voice, who drones on and on about things you have no interest in. And who keeps talking about them long after your eyes have glazed over.

Yeah, that one.

Well this person proves my first two points:

What’s dull is totally subjective

Everyone is different, with different interests. And what this person talks about might be dull to you, but it’s fascinating to them.

A monotone drone will always be boring

Droning on and on about something in a monotone voice is never going to get someone interested in what you have to say. And it’s the same when you’re writing.

All subjects have people actively searching for them to read about them. And if yours is the content that engages, educates and entertains them, they’ll be more likely to come back when they need what you’re selling.

How I make dull subjects more interesting

Here are 10 of the tricks I use to make dull subjects more accessible, interesting and engaging.

1. I use the right tone

Using a tone that’s too formal and corporate-sounding can turn your content into a real snoozefest. And you really want to avoid that monotone drone.

My writing will make your content sound conversational, with just the right amount of personality, humour and enthusiasm. The goal is to make it sound human, engaging and on-brand.

2. I write directly to your readers

I address your audience as ‘you’, so they know I’m talking to them.

Speaking to them directly is a good way to keep them engaged and interested in what you have to say.

3. I ask questions

My writing is conversational and I want your audience to feel involved in the conversation. The idea is so it feels like more of a dialogue than a monologue — even though, technically, it isn’t.

One of the ways I do this is by asking questions.

They might be questions your audience is asking — in which case I’ll ask and then answer them. Or they might be questions to your audience that will fire their curiosity and get them thinking about the answers.

4. I make it relatable

I include elements that will be familiar to your audience and that they can relate to and identify with.

When your audience can relate your content to their lives, their work and/or their experiences, they see a bit of themselves. This makes them feel more connected to what you’re saying, so they’ll read more.

Making your audience feel seen and understood is key to building their trust and your credibility.

5. I set scenes

Scene-setting fires your audience’s imagination. It’s an immersive technique that takes them away from where they are now and shows them something using powerful descriptions to create a clear and vivid mental image.

That could be something relatable, something new or something transformative. Anything that helps to get your message across in a relevant and engaging way.

And, for a while, they’ll forget they’re even reading your content!

6. I tell stories

Storytelling is a compelling, entertaining, inspiring and memorable way to get your message across. Because everyone loves a good story.

A marketing story can take the same form as a traditional story — with a central character your audience can relate to, who’s experiencing a struggle or conflict. And it has an ending, in which the character either wins or loses — your choice.

The story format can breathe life into copy that might otherwise be thought of as dull or mundane.

7. I use metaphors

A metaphor is a figure of speech that makes a direct comparison between two seemingly unrelated things. To put it simply, I’ll describe one thing as if it were something else.

I often use metaphors to talk about complex issues or ideas because they allow me to substitute the complex thing for something more familiar, relatable and identifiable.

When I’m writing about a dull or mundane subject, using a metaphor allows me to reimagine it as something more interesting and engaging.

8. I find a different angle

I make subjects less dull by flipping them on their heads and looking at them from a different perspective.

Let’s say, I’m writing about keeping the bathroom clean. The perpetual struggle is relatable but, for most people, the subject is boring.

Instead of looking at it from the perspective of the frustrated person cleaning, I might focus on the dirt/germs and make them my main characters.

The article would answer questions like:

  • Where do they hang out?
  • Where are they hardest to reach?
  • What’s the nemesis that removes/kills them?
  • What keeps them at bay and stops them coming back?

9. I hook them with an interesting nugget

At the beginning of this article, I said how I almost always learn something interesting I didn’t know before.

These are the kinds of things I look for when I’m researching your content. It could be a eye-opening statistic, a strange fact or something surprising and remarkable.

And when I find something interesting, I can make it interesting for your audience, too.

10. I show them genuine examples

There’s nothing more compelling for your audience than seeing a real-life example of what you want to show them.

I can write this for you as a before and after, a case study, a client story or a regular blog article.

And we can talk about the work you did and show the results with:

  • Video footage
  • Photography
  • Charts and graphs
  • Client interviews and quotes
  • Extracts from the client testimonial.

Final thoughts

You might think your company has the most boring and mundane product or service imaginable. So boring that nobody will ever want to read about it — let alone voluntarily.

But what if I could prove to you that there are people searching for it online right now, wanting to read about it and learn about it? And what if I told you that at least some of those people could be your ideal customers?

Would you still think creating content for them was a waste of time and money?

There’s no such thing as a dull subject

I always say, there’s no such thing as a dull subject — only dull and unimaginative writing.

Whatever you have to write about, there are always people who need to read it. And writing content for your blog is an effective way to reach them.

Need a writer who can brighten up a dull subject?

I’m Jenny Lucas, a copywriter and content writer based in Leicester, UK.

My business is helping your business communicate with your target audience more clearly and creatively.

I can help you with everything from strategy, ideas and planning; to researching, writing and optimising your content — and even sourcing images and publishing the articles to your website.

For more information, visit the content writing page of my website or get in touch with me to talk about your needs.

Photo by Matt Glover Photography

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