digital-marketing

How to write zesty content for dull products

Kerisa Carlin - Content Executive 2nd December 2021 Read time 5 minutes

No industry is truly boring – however, sometimes, as content creators, we do get… challenged to bring a mundane product to life. On the surface, it may seem impossible to write even three sentences about something as abstract and tedious like furry coat hangers. However, once the writing process begins, you often find that you will have plenty to say. In our helpful guide, we will talk through our golden rules on how to write zesty content for more mundane and unexciting products.

In-depth research

Research is really the heart of all content! If you are clueless about your product, then your content is likely not going to be very engaging. Not only do you need to know the fundamental features of the item you are selling, but you also need to figure out why it even exists in the first place.

Research the solution your product provides a problem to. If we look again at our furry coat hangers – we need to discuss, what makes them so much more special than ordinary coat hangers? It is the qualm they fix, furry coat hangers won’t leave your favourite clothes on the floor, like an ordinary hanger will - the prospect of having your favourite garments neatly hanging from a furry hanger, maybe even colour-coordinated, can even excite readers, if described in the right way.

If you’re really struggling to write about a product, then positive customer reviews are a good place to start – the customers will most likely have the best things to say and can really provide a good basis for your content.

Let the brand voice take centre stage

With so many different products on the market, gearing your content to focus solely on the product qualities is not always the wisest thing to do. People engage with strong brands and a good ethos. When talking about a product, it’s really important to tie in the brand’s tone of voice in everything you write, so the reader knows that there is a company with a zesty personality and promise behind the products you are selling.

Funky furry hangers aren’t simply there to jazz up the interior of your wardrobe, they are making a promise to you – that fur coat you love so much will never be found trampled in the bottom of your closet ever again!

Try different angles

Creativity is key when it comes to writing product content. Instead of simply writing about a guide to the product and all its features, it is important to mind map different blog ideas. This will allow you to talk about the product in a seasonal context, such as how the product first became created and so many other ideas. It is far more engaging to read content discussing a topic rather than just simply a product. You can even tie in your engaging copy with the marketing calendar – what’s happening around October? Ensuring your big furry coats are prepped on their hangers, and ready to make their entrance before the Halloween and Bonfire Night chills set in is essential – and relatable for the reader, too.

Get into the specifics

Broad text can be really boring to read about - what makes something interesting is the specifics. Talk about how the small details really make a difference to the everyday. Some small things can make quite the difference in influencing a consumer decision. What’s so specific about our furry coat hangers? The furriness is perhaps the main USP (unique selling point), but it’s the details which could make or break a sale! For example, ‘the great thing about these hangers, is the superb range of colours in which they come in – pink, white or blue. There is a colour for everyone, and they double up as a great interior design feature!’ These would be the specific features you will want to talk about during your copy.

Use real stories when you can

Some products really help people’s everyday lives; therefore, it is a good idea to use real-life stories when you can. This can be really beneficial for adding a human touch to the most mundane product. For instance: Eleanor has recently purchased a set of our furry coat hangers, and she would just like to add a personal testimony:

‘These furry coat hangers have saved me a good five minutes each day! Picking up clothes that have fallen on my wardrobe floor is no longer an issue with these bad-boys.’

This human touch really shows potential customers how the furry coat hangers can also help their lives as well. However, when writing, you need to be a bit wary about fabrication - no one wants to hear about how a furry coat hanger helped you climb mount Everest as, then, it can become a bit unbelievable and defeats the whole purpose of a testimony.

Now that we’ve covered a few golden rules, we are certain that you will be able to write the zestiest of content for the most mundane products! Want to know more about our creative advertising services or content marketing services? Get in touch with a member of our friendly team here at M3.Agency for more information!