Stop trying to make it less boring

I see a lot of examples of B2B marketing where an attempt has clearly been made to make the content interesting to a far wider audience than necessary. It’s as if before publication, the author ran it past someone who wasn’t involved in the market – their kids, perhaps. Not surprisingly, the comment came back: “Can’t you make it a bit less, well, boring?”

Yes, but boring to whom? Not to anyone who actually might buy the stuff. Technical descriptions of blue widgets might be boring (by which we probably mean incomprehensible) to 99% of the population. But they’re not boring to customers. Your blue widgets are really interesting to customers. You wouldn’t send out salespeople who felt they had to apologise to the prospect that they weren’t selling something ‘exciting’. So be careful you don’t patronise your real targets by dumbing down your content.