{"id":1451,"date":"2021-12-09T14:50:38","date_gmt":"2021-12-09T20:50:38","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1451"},"modified":"2024-11-27T01:22:35","modified_gmt":"2024-11-27T07:22:35","slug":"dbc-reader-question-how-do-you-write-about-boring-stuff","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/dbc-reader-question-how-do-you-write-about-boring-stuff\/","title":{"rendered":"DBC Reader Question: How do you write about boring stuff?"},"content":{"rendered":"
\n
\"A<\/a>
Okay, so it’s not going to win any Golden Lions. I was a college student. Get off my tits.<\/figcaption><\/figure>\n<\/div>\n\n\n

I\u2019m here for your, Baby Creatives. I\u2019m here to answer your questions, soothe your nerves, and give you the benefit of my [hrumph]teen years\u2019 experience in the industry. And that\u2019s why I was proper chuffed to get a question from a baby creative in need of help. <\/em>I\u2019m here for you, Baby Creatives.<\/p>\n\n\n\n

Today\u2019s questioner is a budding copywriter working in-house in a\u2026 less-than-fascinating industry. And their question is a reasonable one.<\/em><\/p>\n\n\n\n

How do you write interesting copy about a subject that\u2019s boring?<\/em><\/strong><\/p>\n\n\n\n

And yes, I know some people will bristle at the word \u201cboring,\u201d but whether you call it <\/em>traditional or <\/em>corporate or <\/em>industry-specific, some subjects are undeniably uninspiring, at least at first glance. As you were developing your college portfolio, you probably included some spec work for some really cool clients \u2014 cars, clothes, electronics. (I\u2019ve actually done a post about how to fatten up your portfolio<\/a>, btw.) I did a spec campaign for Volkswagen that I still think was pretty inspired. But statistically, you\u2019re not likely to end up working on Volkswagen, certainly not at the beginning of your career. But the more mundane, non-rockstar projects and clients don\u2019t have kill your creativity or to sap your will to create. There are ways to make the dull stuff sparkle.<\/em><\/p>\n\n\n\n

Here are some of those ways.<\/em><\/p>\n\n\n\n

And a note to past and potential clients: Please don\u2019t be offended if your industry is included here among the boring ones. You still deserve the same dedicated work as any other client. But at the same time, maybe be honest with yourself about the inherent sexiness of your industry?<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

Dear Baby Copywriters,<\/p>\n\n\n\n

First: The question you didn\u2019t ask<\/h2>\n\n\n\n

When you\u2019re a baby copywriter, whether you work in-house or for an agency, you\u2019re going to find yourself writing a lot of boring stuff early on. (Dues-paying<\/a>, y\u2019all.) It\u2019s just going to happen. No matter how naturally talented you are, no matter how great your college (or not-college) portfolio is, you are as yet unproven in a professional setting, and they\u2019re going to start you out on some lower-risk stuff before they turn you loose on the higher-risk stuff that is generally more interesting.<\/p>\n\n\n\n

You will start being given more and more interesting projects. Or you\u2019ll find that your current projects are actually more interesting than you initially thought. Or you\u2019ll get enough time under your belt and build your portfolio enough to find a new job with more interesting projects. Regardless, boring projects aren\u2019t forever.<\/p>\n\n\n\n

More interesting projects will come. Until then, you just need to concentrate on doing the best work you can on the boring projects you currently have. Because that\u2019s the only way to get better ones.<\/p>\n\n\n\n

Now: The question you did ask<\/h2>\n\n\n\n

Now that you\u2019re committed to doing your best on boring projects, the question is, how do you do that?<\/em> No matter how boring your subject is, your work is still expected to be interesting. And that can be tough. But I have six tips for making it happen.<\/p>\n\n\n\n

1. Revisit the brief.<\/h3>\n\n\n\n

That should always be your first step. Remind yourself who you\u2019re writing for, what you\u2019re trying to convey, what you\u2019re trying to get your audience to do, and what creative elements will help get you there. This is helpful for getting going on a single project, but those insights can also inform the work you do for that client moving forward.<\/p>\n\n\n\n

2. Fake it.<\/h3>\n\n\n\n

I\u2019m serious. If you aren\u2019t interested in what you\u2019re doing, pretend you are. When you find yourself dwelling on how not-at-all-interesting this half-page newspaper ad about podiatry is, stop yourself and say, \u201cThis is actually fascinating. I am fascinated right now.\u201d<\/p>\n\n\n\n

Normally, I\u2019m not one for willful self-delusion, but this is a reasonable time to deploy it, because if you\u2019re dwelling on how boring the work is, you won\u2019t be able to do your best work. It\u2019s entirely possible for you to talk yourself out of applying yourself to a project in front of you. But the good news is, it\u2019s possible for you to talk yourself into it, too.<\/p>\n\n\n\n

So as silly as it might make you feel, throw some reins on that inner monologue that\u2019s telling you that this work is too boring to be worth effort (or, even worse, that it\u2019s beneath you \u2014 get it together, Baby Copywriter) and turn it in a useful direction. Tell yourself, \u201cThis auto manufacturing safety information poster is so interesting. I don\u2019t know how I got so lucky as to be working on a poster like this. Man, I\u2019m having fun.\u201d<\/p>\n\n\n\n

To be clear: This will not actually make it fun. Because it\u2019s boring. But it\u2019ll help you get through any mental blocks that are making it harder (and more boring) than it needs to be. (And honestly, it might actually make it kind of fun. Faking it could potentially result in making it. Give it a try.)<\/p>\n\n\n\n

3. Learn about it.<\/h3>\n\n\n\n

Of course, learning about what you\u2019re writing about is a good practice anyway, but it can be especially helpful when you\u2019re particularly uninspired. So take a few minutes \u2014 like, just half an hour \u2014 to do a super-deep dive into the subject in question. Learn about its origins. Find out who the key players are, and how they got their start. Find out what the biggest, juiciest controversies are, because every industry has controversies that are so very<\/em> controversial that they\u2019re spoken of in whispers, which is kind of hilarious when you think of it in the context of diaper absorbent manufacturing, but it\u2019s there.<\/p>\n\n\n\n

The people and stories and issues are the things that can make an industry interesting, even when the nuts and bolts of it are kind of dry. You know what\u2019s gross? Mulesing. (Do not Google.) You know what\u2019s interesting? Wool producers in Australia who are trying to defend their livelihood and the health of their flock amid controversy over this gross but ostensibly necessary practice. Why do I care even remotely about sheep butts? God help me, I don\u2019t know<\/em>, but I do. I mean, AMA about sheep butts, because I\u2019ve fallen into that Wikipedia K-hole and come out way more informed about it than I ever expected to be.<\/p>\n\n\n\n

4. Make it a challenge.<\/h3>\n\n\n
\n
\"A<\/a>
Ignore the art direction. I’ve never claimed to be a designer.<\/figcaption><\/figure>\n<\/div>\n\n\n

And if you think about it, it is<\/em> a challenge \u2014 writing good copy about a boring subject is challenging. Writing entry-level copy \u2014 palm cards, endless social media posts, breakroom flyers \u2014 about a boring subject is doubly so. So acknowledge that challenge and make it a thing. Challenge yourself to make the best, most creative breakroom flyer ever made. Take chances. A couple of the most popular samples in my portfolio when I was first starting out were a spec campaign about STIs for the CDC. I figured if I could come up with a good concept and write compelling copy about herpes, I could do it about anything.<\/p>\n\n\n\n

If you wanted to win a Clio for your boring client, where would you start? What would you do with an unlimited budget? What celebrity endorser would you choose for your boring client? How would you pitch it to the rest of the creative team? I actually freelanced for an agency that won a Clio for motor oil. (Not my client, unfortunately. Not going to pretend I wasn\u2019t a little bit jealous.) It can be done.<\/p>\n\n\n\n

And then do it. I mean, don\u2019t assume an unlimited budget and write for a celebrity endorser for heavy-duty industrial piping. But take those ideas and use them to inspire those social media posts, that breakroom flyer, and make them something unexpectedly special.<\/p>\n\n\n\n

5. Ask for help.<\/h3>\n\n\n\n

At this stage in your career, whether you\u2019re a recent grad or an intern or someone who\u2019s just new to the industry, it\u2019s completely expected that you\u2019ll need help from time to time. Asking for help is actually a good sign \u2014 it means you want to do good work, you recognize areas in your skillset that need improvement, and you\u2019re, well, willing to ask for help.<\/p>\n\n\n\n

So do it. Talk to someone else on the creative team, or someone who\u2019s worked on the client before, or your CD, and tell them you\u2019re stuck. They can give you some insight into the process, help you identify your personal sticking points, and maybe even give you some thought starters as a jumping-off point. You haven\u2019t had a chance to develop experience yet, so it\u2019s perfectly acceptable to borrow theirs.<\/p>\n\n\n\n

6. Remember that everything is important to someone.<\/h3>\n\n\n\n

On top of my regular creative copywriting, I\u2019m pretty chuffed to have gotten to do a good number of interviews throughout my career for features and videos, and I think it\u2019s an experience every baby copywriter should get to have at least a few times because it taught me that if you ask the right questions, you can get someone to go on and on and on<\/em> and on about something they\u2019re passionate about. Because everyone is passionate about something, and there\u2019s someone passionate about everything. And that means that no matter how boring the subject is that you\u2019re currently writing about, someone is passionate about it.<\/p>\n\n\n\n

They\u2019re a business owner, passionate about growing their business. They\u2019re a volunteer, passionate about their cause. They\u2019re a parent, passionate about their kid. They\u2019re an employee, passionate about leaving their job and moving on to something better. (Yeah, I\u2019ve gotten one of those, and trying to edit that video in a way that was authentic and honest but wasn\u2019t likely to get the kid fired before he had a chance to leave on his own was a delicate task.) Everyone has something that\u2019s a big, big deal to them.<\/p>\n\n\n\n

And that\u2019s who you\u2019re writing for. Your audience is people for whom this boring subject is actually a big deal. People whose business could collapse if their data isn\u2019t protected during a natural disaster. People who are feeling like a failure as a human being because they\u2019re disorganized and their closet is a mess. Have you ever seen photos of open knee replacement surgery? DO NOT GOOGLE, because it\u2019s nightmare fuel. I only ran across them while doing research for web copy about arthroscopic surgery, so that project was both boring and SUPER gross. But for the person who\u2019s currently debilitated by a totaled knee joint, having that information is huge.<\/p>\n\n\n\n

It might not feel like what you\u2019re doing is a big deal \u2014 and, sure, by most people\u2019s standards, it might not be. But to someone<\/em>, what you\u2019re doing is a big deal. Think about them when you\u2019re writing, and you\u2019ll be more inspired to give it your all.<\/p>\n\n\n\n

You\u2019ve got this.<\/h2>\n\n\n\n

Even as an aged, wizened copywriter, I still find myself working on boring subjects from time to time \u2014 every example I\u2019ve provided here, actually, is something I\u2019ve personally worked on, and some of it has been within the past year. And to be clear, the boring stuff is still boring<\/em> \u2014 just because it\u2019s important that a company not poison the water sources its community relies on doesn\u2019t mean the subject of industrial water treatment is sex on legs. But it\u2019s important. And writing about it for that client is important.<\/p>\n\n\n\n

Above all, remember that just because a subject might seem boring, that doesn\u2019t mean our work and the creative we produce has to be. To the contrary, in fact \u2014 we owe it to our clients to produce non-boring work. It\u2019s worth the effort, and now you have six shiny new tips to help make that effort easier.<\/p>\n\n\n\n

And please don\u2019t beat yourself up. Struggling with boring subjects isn\u2019t a personal failing \u2014 it\u2019s just a creative muscle you haven\u2019t had a chance to develop yet. Over time, you\u2019ll be trusted with work that\u2019s more interesting, and you\u2019ll be better at addressing the work that isn\u2019t so interesting. And if you have any other questions, feel free to ask me. I love questions.<\/p>\n\n\n\n

I\u2019m here for you, Baby Creatives.<\/p>\n\n\n\n

XOXO, <\/p>\n\n\n\n

Caperton<\/p>\n\n\n\n

Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"

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