To: Business Owners everywhere

Re: Boring Copy

To Whom It May Concern:

Hey you! Yea, you, the business owner writing that same old blog post, and generic copy. It’s your reader. The poor schmuck that has to read whatever it is you’re writing. And I’m bored!

You’re going to liven things up a little bit, or you’ll be left doing your best Clint Eastwood impersonation. That is to say, you’ll be talking to an empty chair.

That’s right, I’ve read what you’re writing on pretty much every other blog that has anything to do with your industry. I have to tell you that I wasn’t that big of fan of the copy at that point, when I read it either. Why don’t you try something different?

Why don’t you tell me a little about you? Why don’t you actually try to show me why you’re different than your competition?

This Internet thing, it’s a little crowded, but that doesn’t mean it has to suck. Not everything has to be stale and lifeless.

You’re a football fan? I watched both playoff games last weekend. You love music? I’m listening to the Red Hot Chili Peppers as I write this. You’re a dog person? That’s me.

I’ll clear this up. We’re choosing to read your material. So no more boring information or strong-arm sales pitches.

Sometimes the world’s bigger than just you. Write with your reader in mind, but show us that you’re human at the same time. We know where the X is on the browser window, and that is a threat.

Sincerely,

Disgruntled Reader

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.