How to transform 'boring as hell' into 'can't stop reading'
I loved working in financial services because it's the content was dull as hell but the impact was huge. And it's the impact you need to lead with. Talk about what it means for your audience.
Any subject matter that's extremely boring with loads of technical nuances is is a copywriters dream.
The more boring the better, throw in jargon, caveats, restrictions on phrasing and it's writing heaven.
The reason is simple - this is where you can make a difference. Making something that's easy to understand and has universal appeal seem easy to understand and appealing - not exactly challenging. Holding someone's interest when you're spouting on about pension regulations or cardboard recycling targets is a big ask - that's why it's fun.
How to draw your reader in
I loved working in financial services because it's the content was dull as hell but the impact was huge.
And it's the impact you need to lead with. Talk about what it means for your audience. Changes to pension regulations isn't exactly a griping headline. You can retire earlier under new pension rules is a different story. The world of people who pore over pension legislation with glee is small.
But you'll be hard pressed to find a person who doesn't care about when they can retire. Who hasn't been on holiday and thought 'I wish this was my life every day'. Most of us have sat through a truly terrible meeting and fantasised about walking out never to return.
So, skip the pension regulations chat and talk about retirement, the new world that has opened up for your readers.
So, can you use jargon?
Believe it or not I don't recommend avoiding jargon all together but you need to be very, very careful how you use it.
Jargon is a short-hand; little expressions that only certain groups understand.
Use it the wrong way and it can alienate your audience, but you can also use it to make your readers feel as though they're part of your group. By using jargon they do understand you're uniting them, they become part of the small group who understands, who knows the lingo - this can be a powerful tool.
Please don't make the mistake of thinking a glossary is the answer here. They can be great for search but readers find them patronising. Also, just because someone has had a term explained to them doesn't mean they feel it's 'for them'.
The route to success is simple - only use language your audience is comfortable using themselves. Orthopnoea is fine to use when writing for a group of doctors. Marketing enthusiasts might be interested in reading about using UGC for SEO. Use these terms when writing for the wider world you'll seen readers to sleep.
Some readers love the details
Don't forget the geeks. No matter how dull the subject there will be an audience for the most hardcore, jargon-filled content you can produce.
I watched ten minute YouTube video of a guy reviewing of a blank notebook - A BLANK NOTEBOOK.
I have a friend who can tell you what became standard kit rather than an optional extra on a Porsche every single year.
My point is there are odd people out there (myself included) who, if the topic interests them will be thrilled with all the details, jargon, technical elements you can give them.
As ever the key is to know your audience.
If you'd like help getting to know your audience - and segmenting them into your hard-core jargon-enthusiasts and customers who would be horrified by too mnuch geek-speak please get in touch.