As a copywriter, it is easy to believe that certain topics you must write about are, to put it simply, boring. You get it stuck in your mind that these topics are, and will always be, boring. Some of these topics could include, but are not limited to, asthma, paint thinners, landlord’s insurance, and gutter installation.
I feel my inner soul groan just reading these words. But unfortunately, as copywriters, we often do not get to choose what we write about and what we do not write about. We are given keywords, and then we must deliver relevant and well-written material to our clients. We must use the power of words to our advantage.
In short, we must learn to write about the topics that we are given. How do we do this? It is really quite simple. Learn to love boring topics.
How did I learn to love boring topics?
Think about something you are passionate about. It could be Bob Dylan, paragliding, the U.S. Army, or underwater basket weaving. Imagine you are surfing the Internet looking for articles and websites that pertain to this topic. You’re fascinated, right? You click from site to site, unable to look away from the screen because you simply love consuming knowledge about this topic.
Now think about someone you know who is passionate about something that you are most definitely not passionate about. What is important to realize is that the reason why they are passionate about their favorite topics is the same reason why you are passionate about your favorite topics: they simply love learning about them.
Apply this principle
Now here comes the tricky part. The goal with copywriting is to shift the way you view the topic you’re writing about. One way to start doing this is to simply pretend that you like learning about the topic you have to write about. Fake it ‘til you make it, right? Do this repeatedly, and you will find you get better with practice. I did it, and you can do it too.
And you may even find that nothing is really that boring after all.