Are you faced with writing content for a “boring” industry?
You don’t need to replicate your competitor’s campaigns. Nor do you have to write page after dull page (resisting the urge to poke your eyes out with every word.)
You just have to think of an unique angle to “sexify” your content!
When I say “sexy,” I don’t mean pictures of well endowed women wearing low-cut shirts and push up bras. You may get some temporary play with that technique, but it will also turn off a certain segment of your audience.
What I mean by sexy is something that grabs your readers’ attention and doesn’t let go. Something that’s unique, viral – and miles away from what your competitors are doing.
Here’s an example:
Blend your way into your users’ hearts
Do a search for “blenders,” and you’ll find all sorts of resources. Buying guides, spec sheets, recipes – everything that you would expect. If you’re a hard-core juicer and foodie like me, you realize early on that conventional blenders won’t cut it anymore. You need a beast of a machine to grind nuts and smooth out the most kale-stuffed smoothie.
Vitamix is a premium brand well-known for their powerful blenders. Their home page is pretty standard:
Is Vitamix’s approach “wrong” or “bad” – no. But is the content inspiring? Meh. It’s cool, but not so cool that you want to run out and see one in action right now.
In short, it doesn’t inspire you to change.
Compare this to Blendtec’s “will it blend” campaign:
Got an iPad? You can blend it. Got superglue? You can blend it. It kind of makes you want to grab a new Blendtec blender and start grinding things up, doesn’t it?
Now that’s sexy.
Look at your man…now back to me
Another example is the fantastic Old Spice ads. Aftershave commercials are typically pretty formulaic – man uses aftershave, hot women flock. And of course, these ads were typically targeted to men.
Old Spice did things dramatically differently. Yes, it’s a product for men – but certainly, the ad campaign was made for a woman (but done in a way that even men can appreciate it!).
(I still laugh every time I hear, “I’m on a horse.” The ad campaign may be an oldie, but it’s a goodie.)
Did this campaign work? Heck, yeah. Sales increased over 107 percent from June to July, 2010. Obviously, people changed their behavior and started buying Old Spice – even if a lot of men previously thought that Old Spice was what “their dad used to wear.”
Could you use a shirtless male model to sell pipe fitters? Probably not. But what the Old Spice and Blendtec example shows us is – you can do things differently. You can shake it up. And yes, your target audience will reward you for it.
It just takes a little out-of-the-box thinking.
What about you? What are your favorite “sexy” sites for boring industries?
Do you want inspiring content for your site? Yes! My team can write pages for you – or I can personally train your team. Contact me for details.