Is boring copy bad?

Your gut response might be ‘yes’ – but is that because you’ve been told by every agency and copywriter online that ‘boring copy = no sales’?

Your web copy should be interesting to the people who want to buy or try your product, and dull as dirt to the rest of the world. Why waste your team’s time on unqualified, uninterested leads?

Boring is in the eye of the beholder

If you’re about to become a new mom, a white paper about a new SaaS probably won’t catch your eye, but an article about a new body pillow that provides relief from back pain might be the most exciting thing you’ve read in months.

Good copy is boring to the wrong audience, and pure gold for the right one.

Instead of jazzing your content up with marketing hype, focus on delivering the right message to the right audience. Give them the facts and figures they need to make an informed decision, and then gently guide them to your contact information so they can sign up for a trial, place an order, or find additional information. Recognize that your target audience is not ‘everyone’, and start crafting a message that resonates with them while putting the non-ideal clients to sleep.

Stop selling the sizzle. Give your prospects the meaty content they need, want, and deserve.

Is your copy boring enough?

Contact us to find out how we can help you deliver the right message to the right audience.