How to make “boring” sell.

Brand Strategy, Copywriting

CaTEGORY

6/16/2020

POSTED

How to make “boring” sell.

katie pannell

 Self proclaimed madwoman & copywriter extraordinaire. Offended by fluffy copy, industry clichés & made-up -preneur words. I put personality on paper so you can make bank just by being you.

These are a few of my favorite things:

- my musician husband, Chayse
- our kitten Eleanor Rigby (& The Beatles)
- midcentury music & decor
- messy buns & winged eyeliner
- telling everyone I'm an enneagram 4w3
- orange kitchen appliances
- brass candlesticks & depression glass
- an old fashioned and a jazz ballad

SHOP HERE

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Chayse and I finished “The Office” this weekend. Again. I think we’ve seen it two or three times now. And even though I know what’s coming, the series finale always makes me full body, snotty, ugly sob.

But ya know what I noticed this time that I hadn’t ANY other time?

**This is the part where if you’ve never seen The Office and plan to, you stop reading** 

The part where Pam says, “I thought it was weird when you picked us to make a documentary. But, all in all, I think an ordinary paper company like Dunder Mifflin was a great subject for a documentary. There’s a lot of beauty in ordinary things. Isn’t that kinda the point?”

Aaaand I’m crying again.

I hear this ALL the time. “Well I just don’t know what to say… my life is boring,” or “I just don’t know how to come up with new things to talk about when I work from home…”

NEWSFLASH: 9 SEASONS took place IN THE SAME OFFICE. You can count on your fingers and toes all the times the cast was somewhere OTHER than the 4 walls of Dunder Mifflin.

Yeah, yeah, I know it was scripted. Duh. But it felt real. Real shit happened. Right there on the same set. Enough for 9 seasons worth of stories.
In Jim’s own words: “I sold paper at this company for twelve years. My job was to speak to clients on the phone about quantities and types of copier paper. Even if I didn’t love every minute of it, everything I have I owe to this job… this stupid, wonderful, boring, amazing job.”

Keywords: Stupid. Wonderful. Boring. Amazing.

And let’s look at the order of that quote. He countered “stupid” with “wonderful.” He countered “boring” with “amazing.”
According to Binge Clock, it would take a person 4 days, 3hours, and 30 minutes to watch the entire series nonstop.

That’s 99.5 hours of STUPID. WONDERFUL. BORING. AMAZING content, and I (along with millions of others) loved every minute. I became emotionally invested in this show. I own The Office apparel. I own a The Office mug. I run an online business and Dunder Mifflin isn’t real, but by God I’d buy my paper from Dwight too.

And THAT is how businesses become successful. When they develop a true BRAND and have clients/customers emotionally invested.

By the time I’ve finished this sentence, this email will be over 400 words.

Every single one of them inspired by a TV show I was binging at 1 am. It doesn’t get more “normal” or “boring” than that.

So here’s a  challenge for you: 

Don’t tell me you don’t have any stupid, wonderful, boring, amazing stories. You always have something to say. There is always a way to connect with your clients/customers, to get them emotionally invested in your products/services.
Notice the mundane. Notice your down time. Notice your ordinary. Stop “I don’t know what to say”-ing because you do. Tell us about a show you watched. Tell us about how your pet senses something is up and is a little more clingy than usual. Tell us about how you Lysol’d the ever-living hell out of your Amazon package “just in case.” (NO shame in my sanitation game.)

Use this time to become the storyteller you’ve always wanted to be.

It doesn’t have to be hard. You can do it.

And if ya need a hand, I have just the thing: Feeds with Flavor: A Content Writing Guide
https://katiepannell.co/shop

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