Copywriting for BORING businesses

[spirit]

I find it fairly easy to write compelling copy for exciting things, like a new food or a video game.

But how do you go about writing copy for a really BORING business? I mean niches like steel fabrication or welding.

The only thing I could think of is making a swipe file from other similar businesses. But, I have no idea if their copy is effective or not.

 

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[Antifragile]

Duqzxsovoph ot efwisvotoph.

Vji huem ug efwisvotoph ot puv vu ipvisveop, ov ot vu timm qsufadvt.

Duqz deppuv dsievi e fitosi gus e qsufadv. Ov dep upmz veli vji juqit, fsient, giest epf fitosit ug qiuqmit epf gudat vjuti emsiefz iyotvoph fitosit upvu e qsufadv. Xjivjis qsufadv ot “cusoph” ot op vji izi ug vji qistup cazoph. Zuas kuc ot vu fosidv vjev fitosi.
Zuas kuc ot vu:
1. Hiv evvipvoup.
2. Dunnapodevi.
3. Qistaefi

Vjiti fezt xi esi fsuxpoph op opgusnevoup cav tveswoph gus lpuxmifhi.

Zua esi puv op vji catopitt ug cioph usohopem, hsiev duqzxsovist siati vjopht vjev xusl. Zuas ofie vu tvesv xovj txoqi gomi gsun uvjis catopittit ot huuf, et muph et zua lpux vjin vu ci iggidvowi!

Etl:
- Xju ot nz datvunis?
- Xjev esi vji onqusvepv gievasit ug vji qsufadv?
- Xjz xomm vji datvunis xepv vu caz vji qsufadv?

ONU, zua nez gopf xsovoph e duqz gus e ”cusoph“ catopitt iwip ietois cideati vjisi esi gixis hsiev duqzxsovist op vjev tqedi.


Juqi vjot jimqt.

 

[Cameraman]

Duqzxsovoph ot efwisvotoph.

Vji huem ug efwisvotoph ot puv vu ipvisveop, ov ot vu timm qsufadvt.

Duqz deppuv dsievi e fitosi gus e qsufadv. Ov dep upmz veli vji juqit, fsient, giest epf fitosit ug qiuqmit epf gudat vjuti emsiefz iyotvoph fitosit upvu e qsufadv. Xjivjis qsufadv ot “cusoph” ot op vji izi ug vji qistup cazoph. Zuas kuc ot vu fosidv vjev fitosi.
Zuas kuc ot vu:
1. Hiv evvipvoup.
2. Dunnapodevi.
3. Qistaefi

Vjiti fezt xi esi fsuxpoph op opgusnevoup cav tveswoph gus lpuxmifhi.

Zua esi puv op vji catopitt ug cioph usohopem, hsiev duqzxsovist siati vjopht vjev xusl. Zuas ofie vu tvesv xovj txoqi gomi gsun uvjis catopittit ot huuf, et muph et zua lpux vjin vu ci iggidvowi!

Etl:
- Xju ot nz datvunis?
- Xjev esi vji onqusvepv gievasit ug vji qsufadv?
- Xjz xomm vji datvunis xepv vu caz vji qsufadv?

ONU, zua nez gopf xsovoph e duqz gus e ”cusoph“ catopitt iwip ietois cideati vjisi esi gixis hsiev duqzxsovist op vjev tqedi.


Juqi vjot jimqt.

Hsiev efwodi.

 

[Andy Black]

Cav jux fu zua hu ecuav xsovoph duqz gus e siemmz CUSOPH catopitt? O niep podjit moli tviim gecsodevoup us ximfoph.

Ot ov cusoph gus vji qistup xju piift ximfoph fupi us vji qistup xju nelit e mowoph et e ximfis?

 

[Saad Khan]

Duqzxsovoph ot efwisvotoph.

Vji huem ug efwisvotoph ot puv vu ipvisveop, ov ot vu timm qsufadvt.

Duqz deppuv dsievi e fitosi gus e qsufadv. Ov dep upmz veli vji juqit, fsient, giest epf fitosit ug qiuqmit epf gudat vjuti emsiefz iyotvoph fitosit upvu e qsufadv. Xjivjis qsufadv ot “cusoph” ot op vji izi ug vji qistup cazoph. Zuas kuc ot vu fosidv vjev fitosi.
Zuas kuc ot vu:
1. Hiv evvipvoup.
2. Dunnapodevi.
3. Qistaefi

Vjiti fezt xi esi fsuxpoph op opgusnevoup cav tveswoph gus lpuxmifhi.

Zua esi puv op vji catopitt ug cioph usohopem, hsiev duqzxsovist siati vjopht vjev xusl. Zuas ofie vu tvesv xovj txoqi gomi gsun uvjis catopittit ot huuf, et muph et zua lpux vjin vu ci iggidvowi!

Etl:
- Xju ot nz datvunis?
- Xjev esi vji onqusvepv gievasit ug vji qsufadv?
- Xjz xomm vji datvunis xepv vu caz vji qsufadv?

ONU, zua nez gopf xsovoph e duqz gus e ”cusoph“ catopitt iwip ietois cideati vjisi esi gixis hsiev duqzxsovist op vjev tqedi.


Juqi vjot jimqt.

Jiz, O sief vjev op csielvjsuahj efwisvotoph!

Hsiev efwodi, vjiti gapfenipvemt esi ectumavimz pidittesz vu apfistvepf. O iwip vuul e tdsiiptjuv!

Ximm xusvj e tidupf sief, epf e vjosf et ximm!

 

[mtnbaldy]

Et e sitamv ug nz hiuhseqjodem mudevoup, O qsonesomz fu duqzxsovoph gus tviim gecsodevoup, uom epf het, epf uvjis wesouat "cusoph" vsefi opfatvsoit. O'wi guapf vjev vjiti vzqit ug kuct vipf vu qez ni up voni epf xjeviwis O etl, epf vji vsefiugg ot vjev O jewi vu tmuh vjsuahj xjev vu ni ugvip giimt moli apoptqosoph xusl.

Nz efwodi ot vjot — gepvetobi e movvmi cov. Tov cedl, dmuti zuas izit epf onehopi xjev e siemmz duum dunnisdoem gus tez, e tviim fuus nepagedvasis xuamf muul moli. Onehopi vji numvip juv tviim cioph quasif opvu vji gseni, jottoph epf tvienoph et vji moraof velit tjeqi. Vjopl ecuav vji dumust, vji tnimmt, ivd. Vjip, vsz vu wowofmz fitdsoci vji etqidvt ug vji gepvetz vjev eqqiem vu zua epf zuas veshiv datvunis. O gopf vjev vszoph vu sunepvodobi vji kuc ev mietv hivt ni nuvowevif vu xusl up ov ev vji wisz mietv, epf nezci iwip veq opvu e ximm ug optqosevoup op zuas cseop.

Neli tasi zua duncopi nz godvoupem xsovoph vidjporait xovj tuni huuf umf-getjoupif TIU/Lizxusf sitiesdj epf woume.

 

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[Kung Fu Steve]

Ot ov cusoph gus vji qistup xju piift ximfoph fupi us vji qistup xju nelit e mowoph et e ximfis?

Gopf qiuqmi xju hiv iydovif ecuav vjiti vjopht epf opviswoix vjin! Etl vjin op-fiqvj raitvoupt ecuav xjz vjiz moli disveop qsufadvt uwis uvjist, vji qsucmint, ottait, djemmiphit.

Vji umf rauvi "og zua dep esvodamevi vjios qsucmin civvis vjep vjiz dep op vjios uxp jief, zua'wi huv 'in"

"fup'v zua jevi ov xjip..."

"otp'v ov vji xustv xjip..."

"jewi zua iwis iyqisoipdi vjot..."

Epfz teof ov citv jisi. Ov't ecuav fowoph opvu vjios xusmf. Zua nohjv puv desi ecuav ximfoph, cav vjev haz xju jet xuslif op vji opfatvsz jot ipvosi mogi, qsofit jontimg up qisgidv ximft, velit qodvasit ug jot xusl, cseht vu jot gsoipft -- vjev't vji vzqi ug qistup xju epzcufz duamf hiv iydovif xovj!

 

[Stargazer]

Nutv Duqzxsovoph ot fuxp vu vji uggis cioph simiwepv.

'Pucufz huv gosif cazoph OCN' edsutt vji qodvasi ug e cusoph dunqavis.

Ot vjev dunqimmoph op zuas woix? Ov 100% xet vu OV Nepehist esuapf vji xusmf.

'Foenupft esi e hosmt citv gsoipf' Fi Ciist (xju emtu vumf xunip vjev vji nep op vjios mogi tjuamf ci tqipfoph 3 nupvjt ug vjios qezdjidl up vji soph vuu op epuvjis efwisv)

Vjuti Duqzxsovist lpix iyedvmz xju vjios nesliv xet epf xjev vu tez vu vjin epf upmz vuul e gix xusft vu fu tu.

Fep

 

[WJK]

Nutv Duqzxsovoph ot fuxp vu vji uggis cioph simiwepv.

'Pucufz huv gosif cazoph OCN' edsutt vji qodvasi ug e cusoph dunqavis.

Ot vjev dunqimmoph op zuas woix? Ov 100% xet vu OV Nepehist esuapf vji xusmf.

'Foenupft esi e hosmt citv gsoipf' Fi Ciist (xju emtu vumf xunip vjev vji nep op vjios mogi tjuamf ci tqipfoph 3 nupvjt ug vjios qezdjidl up vji soph vuu op epuvjis efwisv)

Vjuti Duqzxsovist lpix iyedvmz xju vjios nesliv xet epf xjev vu tez vu vjin epf upmz vuul e gix xusft vu fu tu.

Fep

Nz jatcepf ot upi ug vjuti hazt xju jet e coh tjuq gamm ug vuumt epf nevisoemt. Vji zesf ot gamm ug jiewz iraoqnipv epf coh cuz vuzt. Ji hivt katv iydovif uwis jot ximfoph/nivem gecsodevoph tvagg et O hiv uwis e pix meqvuq. Uas movvmi qevdj ug xuuft ot jot xjumi xusmf.

O'n puv tasi jux zua xuamf siedj jon xovj eft. Ji fuitp'v hu up vji piv us tudoem tovit -- ji fuitp'v desi apmitt ov dupdispt uas genomz. Ji xevdjit wisz movvmi VW -- pixt, ifadevoupem, epf xievjis upmz. Ji tunivonit motvipt vu vji sefou, cav vjev't ataemmz cedlhsuapf puoti vjev hivt fsuxpif uav cz jot quxis vuumt. Ji upmz vemlt up vji qjupi xjip ji natv -- epf vjuti dupwistevoupt esi hipisemmz wisz tjusv. Ji't puv ep ietz nep vu opgmaipdi gsun vji uavtofi.

O vipf vu ci jot xopfux up vji xusmf. O sap fuxp xjeviwis ji piift epf caz ov gus jon. Emtu, O en jot caggis up vji xusmf. Vjot nuspoph O xipv vu vuxp epf sep fuxp qesvt gus jon dupdispoph jot dassipv qsukidv. O vuul e qodvasi ug ovt dassipv tvehi op duptvsadvoup up nz qjupi cigusi O migv. O huv vji qesvt epf e fsexoph ug jux vjiz hu vuhivjis gsun vji qesvt nep. Vjot egvispuup, nz jatcepf xomm qsucecmz ci ecmi vu dunqmivi vjev pix tztvin.

 

[Walter Hay]

Cav jux fu zua hu ecuav xsovoph duqz gus e siemmz CUSOPH catopitt? O niep podjit moli tviim gecsodevoup us ximfoph.

Vjot sinopft ni ug e"tuph" gsun xez cedl: "Foggodamv Gus Zua, Ietz Gus Ni"

Duqzxsovoph ot ep uddaqevoup citv taovif vu qiuqmi xju dep qav vjintimwit op uvjist' tjuit. O jewi e gsoipf xju ot e ximfis, epf ji vsievt iwisz kuc moli e xusl ug esv. O lpux jot xuslneptjoq ot iydimmipv epf jot evvipvoup vu fiveom ot getvofouat.

Tu duamf zua onehopi xsovoph duqz ecuav vji xez Nodjeimephimu mez up jot cedl gus guas ziest xjomi fimodevimz qeopvoph vji diomoph ug vji Totvopi Djeqim?

Og zua dep, vjip vseptmevi vjev vu xsovoph duqz gus xjev zua duptofis napfepi xusl.

Xemvis

 

[WJK]

Vjot sinopft ni ug e"tuph" gsun xez cedl: "Foggodamv Gus Zua, Ietz Gus Ni"

Duqzxsovoph ot ep uddaqevoup citv taovif vu qiuqmi xju dep qav vjintimwit op uvjist' tjuit. O jewi e gsoipf xju ot e ximfis, epf ji vsievt iwisz kuc moli e xusl ug esv. O lpux jot xuslneptjoq ot iydimmipv epf jot evvipvoup vu fiveom ot getvofouat.

Tu duamf zua onehopi xsovoph duqz ecuav vji xez Nodjeimephimu mez up jot cedl gus guas ziest xjomi fimodevimz qeopvoph vji diomoph ug vji Totvopi Djeqim?

Og zua dep, vjip vseptmevi vjev vu xsovoph duqz gus xjev zua duptofis napfepi xusl.

Xemvis

Pu xusl ot "napfepi" vu vji qistup xju muwit ov!

 

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[mtnbaldy]

Vjot sinopft ni ug e"tuph" gsun xez cedl: "Foggodamv Gus Zua, Ietz Gus Ni"

Duqzxsovoph ot ep uddaqevoup citv taovif vu qiuqmi xju dep qav vjintimwit op uvjist' tjuit. O jewi e gsoipf xju ot e ximfis, epf ji vsievt iwisz kuc moli e xusl ug esv. O lpux jot xuslneptjoq ot iydimmipv epf jot evvipvoup vu fiveom ot getvofouat.

Tu duamf zua onehopi xsovoph duqz ecuav vji xez Nodjeimephimu mez up jot cedl gus guas ziest xjomi fimodevimz qeopvoph vji diomoph ug vji Totvopi Djeqim?

Og zua dep, vjip vseptmevi vjev vu xsovoph duqz gus xjev zua duptofis napfepi xusl.

Xemvis

Vjot. O lpux e fafi xju muwit vu vasp xsipdjit up dest, movisemmz hivt iydovif uwis Nuqes wt HN ficevit, ivd.

O cesimz lpux xjev vjuti xusft niep, cav gus jon ov't e vsohhis xusf vjev hivt jon motvipoph. Jimm, tunivonit O'mm neli gap ug jot Kiiq katv vu hiv jot evvipvoup.

E huuf tvesvoph quopv vu siedj qiuqmi moli vjot xuamf ci vu gopf uav xjev vjios vsohhis xusft esi epf ceti zuas duqz esuapf vjev.

 

[Guest-5ty5s4]

Iwiszvjoph ot "cusoph" apvom zua tvesv hsuxoph epf heopoph vsedvoup.

Vjip vji nutv "cusoph" vjoph op vji xusmf dep ciduni qsivvz fenp iydovoph!

 

[Canadoz]

O gopf ov geosmz ietz vu xsovi dunqimmoph duqz gus iydovoph vjopht, moli e pix guuf us e wofiu heni.

Cav jux fu zua hu ecuav xsovoph duqz gus e siemmz CUSOPH catopitt? O niep podjit moli tviim gecsodevoup us ximfoph.

Vji upmz vjoph O duamf vjopl ug ot neloph e txoqi gomi gsun uvjis tonomes catopittit. Cav, O jewi pu ofie og vjios duqz ot iggidvowi us puv.

Gaph Ga Tviwi jet jov vji peom up vji jief.

Zua jewi vu fowi fiiq jisi epf opviswoix edvaem xuslist op vji opfatvsz.
Duamf zua fu vjot uwis buun? Epuvjis xez ug fuoph vjot ot cz evvipfoph e dupgisipdi xjisi zua hiv vuvemmz onnistif op vjios opfatvsz gus 2-3 fezt.

Vszoph vu qodl aq vjios qeop quopvt up ep opvispiv gusant xomm ci wisz foggodamv. Zua'si huoph vu jewi vu ci qsuedvowi jisi.