While installing a new sink faucet this weekend, I learned that any copywriter who complains that their product or topic is too boring to write about needs to shut up! If you’re not having fun writing it, no one’s having fun reading it.
When I bought a home that’s nearly 150 years old, I knew that it would be a constant project. One of this weekend’s projects … installing a new kitchen sink faucet.
Now, I’m not one to typically read directions, but I’m soooo stoked that I did this time. I didn’t learn anything new about sinks, but I did learn that any copywriter who complains that their product or topic is too boring to write about needs to shut up!
If you’re not having fun writing it, no one’s having fun reading it. If you’re not excited about what you wrote, no one will be excited to read it.
“But, Eric, we have to write about the same stale Free Checking that everyone else in town has.” I can hear the whining now, “And have you ever tried to make Certificates of Deposit exciting?!?!”
Try writing about faucet installation … or worse, de-installing the old, rusty faucet.
Peerless Faucets realized that, “The hardest thing about putting a new faucet in is getting the old one out.” They also know that all instructions for installing a new faucet start with the same first step: “Remove the old faucet.” So they provided an informative (and dare I say, fun) instruction guide for steps 1A through 1J.
Steps that include:
- “You’re going to need all the room you can get under the sink… (ditch that old half-used jar of hair gel).”
- Before telling you to crawl under the sink, they advise, “First, put a towel or pillow under your back before you lie down. You’ll thank us tomorrow morning.”
- They knew when I’d get to the hard part when the instructions read, “This may take an adjustable wrench or pliers (and if you like, a few mild curses).” – Mine weren’t quite so minor!
- Step 1F includes watching out for falling rust when you remove a certain part, so step 1G is, “Spit and drink a pop. See? We told you it was not fun to get that stuff in your mouth.”
I’m not gonna lie, I would have much rather been on the couch with a cold IPA catching up on old Dexter re-runs. But this little booklet was God-sent. It was written in plain English that made perfect sense (when was the last time you could say that about an instruction manual?!?). And it was fun. It seriously made the job less stressful.
So, my challenge to anyone who inks a quill this week: Whether it’s a Board report, newsletter or award winning radio copy, have fun with what you write. Be excited about it. At least you’re not writing about taking old faucets out.
And one last thought to add more pressure, your BRAND isn’t your logo and it’s not what you write about. After the service that you provide, the second most important element of your brand is the VOICE that you write in. Re-read your stuff, is that really who you are?