Writing copy for boring everyday products is one of the hardest challenges you’ll face.
But here’s the crazy thing…
There are no boring products. Only boring copywriters who don’t know how to dig deep enough.
That toothbrush? It’s not just a toothbrush. That paper towel? It’s not just paper. And that ordinary chicken breast sitting in the grocery aisle? It can be positioned as a premium, life-changing product if you know what you’re doing.
The secret isn’t in the product itself. It’s in how you frame it, position it, and sell it to the right people.
Let’s break down exactly how to write sales copy that makes even the most mundane products fly off the shelves.
15 Proven Strategies To Write Copy For Boring Everyday Products
Here’s your tactical playbook for transforming ordinary products into extraordinary sales magnets.
1. Stop Selling To Everyone And Start Selling To Someone
The biggest mistake you can make when writing copy for boring everyday products is trying to appeal to everyone.
When you sell to everyone, you sell to no one. This is especially deadly in commodity markets where competition is fierce.
Your job isn’t to convince the masses that they need your generic product. Your job is to find the people who already value what your product represents and speak directly to them.
Think about it. If you’re selling organic eggs, don’t waste time convincing fast-food lovers to care about farm-fresh quality. Instead, target health-conscious parents who already prioritize organic foods for their families.
This is what direct response copywriting is all about.
2. Tap Into Your Customer’s Identity, Not Their Needs
People don’t just buy products. They buy identities.
Everything we purchase is a reflection of who we are or who we want to become. Your marketing should help your ideal customer self-identify with your product.
Let’s say you’re selling flowers. Generic marketing says: “Buy our beautiful flowers.” But identity-based marketing says: “For women who refuse to wait for someone else to brighten their day.”
See the difference? One sells flowers. The other sells empowerment.
When you understand how to use emotional triggers in your copy, you connect with your audience on a deeper level.
3. Create A Customer-Centric USP That Actually Matters
Your Unique Selling Proposition (USP) shouldn’t brag about how great you are.
It should focus on why your customer should care.
Most brands get this wrong. They say things like: “We’ve been in business for 50 years” or “We use state-of-the-art technology.” But here’s the thing: your customer doesn’t care about you. They care about themselves.
A customer-centric USP for ordinary dish soap might be: “The only soap that lets you finish dishes in half the time, so you can get back to what matters.”
That’s not about the soap. It’s about time, freedom, and priorities. Learn more about creating effective sales copy that resonates.
4. Use Sensory Language That Makes Your Product Come Alive
Generic words kill sales. Sensory words create experiences.
Compare these two descriptions:
Boring: “This coffee tastes good.”
Sensory: “Rich, bold flavors dance on your tongue while the smooth, velvety finish wraps around your senses like a warm blanket.”
Which one makes you want to buy? The second one activates the brain’s somatosensory cortex, making readers feel like they’re already experiencing your product.
When you’re writing copy for boring everyday products, sensory words are your secret weapon.
5. Sell The Transformation, Not The Transaction
Features tell. Benefits sell. Transformations close.
Don’t just list what your product does. Paint a picture of what life looks like after they buy.
For example, a generic pillowcase description might say: “Made from 100% Egyptian cotton with a 400-thread count.”
But a transformation-focused description says: “Wake up with smoother skin and healthier hair. Our pillowcase’s silky texture reduces friction while you sleep, so you look your best every morning.”
That’s the power of focusing on outcomes. Check out these powerful words that make people buy to enhance your transformation messaging.
6. Find The Hidden Story In Every Boring Product
Every product has a story. Your job is to uncover it.
That plain bar of soap? Maybe it’s handcrafted by a third-generation soap maker using a recipe passed down through the family.
That ordinary notebook? Perhaps it’s made from recycled materials by a company that plants a tree for every purchase.
Stories create emotional connections. And emotional connections drive sales. Master storytelling techniques to make boring products unforgettable.
7. Create A Brand Experience That’s Bigger Than The Product
You can’t just say you represent something. You have to show it in every interaction.
If you’re selling self-care flowers, then self-care needs to be woven into every email, social media post, and product description.
Your packaging should reflect it. Your customer service should embody it. And your entire brand should breathe it.
When customers buy from you, they’re not just buying a product. They’re buying into an experience. Make it memorable.
8. Position Your Product Against A Specific Problem
Even boring products solve problems. You just need to articulate them clearly.
Paper towels aren’t exciting. But “the only towel that absorbs an entire spilled glass of wine in one sheet” is specific, visual, and valuable.
Laundry detergent is mundane. But “finally, a detergent that removes grass stains from kids’ clothes without harsh chemicals” speaks directly to a parent’s pain point.
Specificity wins every time. Learn how to address customer pain points effectively in your copy.
9. Use Social Proof To Build Trust Fast
Nothing sells boring products better than proof that other people love them.
Include testimonials, reviews, and user-generated content in your copy. Show real people using and benefiting from your product.
According to recent data, content with social proof converts at higher rates than content without it.
“5,000+ families trust our eggs for their breakfast table” carries more weight than “We sell great eggs.”
10. Write With Humor And Personality
Just because your product is ordinary doesn’t mean your copy has to be boring.
Inject personality. Use humor where appropriate. Be human.
Dollar Shave Club disrupted the razor industry not because their razors were revolutionary, but because their copy was hilarious and relatable.
You don’t need to be a comedian. You just need to sound like a real person talking to another real person. Discover how to use conversational copywriting techniques effectively.
11. Break Down Complex Benefits Into Simple Terms
Sometimes products feel boring because they seem complicated or technical.
Your job is to simplify.
Use analogies. Compare your product to something your audience already understands.
“This mattress foam adapts to your body like a memory for perfect comfort” is easier to grasp than “Our proprietary viscoelastic polyurethane foam provides optimal pressure point relief.”
12. Create Urgency Without Being Pushy
Scarcity and urgency work because they tap into our fear of missing out.
But you need to be genuine. Fake urgency destroys trust.
Real urgency looks like: “Only 47 left in stock” or “This flavor won’t be available after this season.”
Fake urgency looks like: “Sale ends midnight!” (but the sale never actually ends).
Master the art of using urgency in copywriting ethically.
13. Focus On One Core Benefit Per Piece Of Copy
Don’t overwhelm readers by listing every feature and benefit.
Pick the most compelling one and hammer it home.
If you’re writing an ad, focus on one benefit. If you’re writing a product page, you can expand, but still prioritize the top benefit.
Less is more when it comes to copy for boring everyday products.
14. Use Specificity And Numbers To Stand Out
Generic claims are forgettable. Specific claims are believable.
Compare:
“Very absorbent towels” vs. “Absorbs 3x more than leading brands”
“Fast-acting detergent” vs. “Removes stains in 5 minutes”
Numbers add credibility and make your copy more concrete. They also make it easier for readers to visualize the benefit.
15. End With A Clear, Compelling Call To Action
Every piece of sales copy needs to guide readers toward the next step.
Don’t assume they’ll figure it out. Tell them exactly what to do.
Instead of “Learn More,” try:
- “Grab Your Bundle Now”
- “Start Your Risk-Free Trial”
- “Get Free Shipping Today”
Your CTA should be specific, action-oriented, and create urgency. Learn how to write effective calls to action that convert.
FAQs About Writing Copy For Boring Everyday Products
Here are answers to the most common questions about writing copy for boring everyday products.
How do you make boring everyday products interesting?
You make boring products interesting by focusing on the transformation they provide, not the product itself.
Stop describing what the product is and start describing what life looks like after using it. Connect with your customer’s identity, values, and aspirations. Use sensory language that activates the imagination. Tell stories that create emotional connections.
The product might be boring, but the result it delivers isn’t. That’s where you focus your persuasive copywriting efforts.
What if my product is exactly like every competitor’s product?
Then your differentiation comes from your brand, not your product.
Position yourself differently by targeting a specific niche. Speak to a particular type of customer who shares specific values. Create a brand experience that makes people feel something.
Apple didn’t invent the smartphone. They just positioned it better than everyone else. Your brand story, customer experience, and marketing message can set you apart even when your product is identical to competitors.
Should I focus on features or benefits when writing copy for boring everyday products?
Always focus on benefits over features, but go even deeper to transformations.
Features are what your product has. Benefits are what your product does. Transformations are what life looks like after using your product.
For example, a feature is “stain-resistant fabric.” The benefit is “easy to clean.” The transformation is “spend less time doing laundry and more time with your family.” That’s what effective sales copy does.
How long should my product copy be?
It depends on where the copy appears and your audience’s level of awareness.
For ads and social media posts, keep it short and punchy. For product pages, provide enough detail to answer questions and overcome objections. And for sales pages, you might need longer copy to build trust and desire.
The rule is: make it as long as necessary and as short as possible. If every word serves a purpose, keep it. If it’s just filler, cut it.
What’s the best copywriting formula for boring everyday products?
The AIDA formula works well for boring products:
Attention: Grab them with a compelling headline. Interest: Hook them with a relatable problem or desire. Desire: Show them what life looks like with your product. Action: Tell them exactly what to do next.
But don’t be a slave to formulas. The best approach is to understand your customer deeply and speak to their specific needs and desires.
How do I find my ideal customer for a boring everyday product?
Start by identifying who already values what your product represents.
If you sell organic vegetables, your ideal customer isn’t “everyone who eats food.” It’s “health-conscious parents who prioritize organic produce for their children.”
Get specific. Create detailed customer avatars based on demographics, psychographics, values, and behaviors. Then speak directly to that person in your copy.
Should I use humor in copy for boring everyday products?
Yes, when it fits your brand and audience.
Humor makes your copy more memorable and helps you stand out in crowded markets. But forced humor is worse than no humor at all.
If humor doesn’t come naturally to you or doesn’t fit your brand voice, focus on being conversational and personable instead. Authenticity matters more than being funny.
What role does storytelling play in selling boring everyday products?
Storytelling is crucial for boring products because stories create emotional connections.
People forget facts, but they remember stories. A story about where your coffee beans come from is more compelling than a list of flavor notes.
Use storytelling in copywriting to bring boring products to life. Share origin stories, customer stories, or stories about the problem your product solves.
How important is market research when writing copy for boring everyday products?
Market research is everything.
You can’t write compelling copy without understanding your audience’s desires, fears, pain points, and language patterns. Research tells you what problems your product actually solves and what objections you need to overcome.
Invest time in market research for copywriting before you write a single word. The insights you gain will transform your copy.
Can I use the same copy approach for all boring products?
No. Different products require different approaches based on the target audience and market.
A boring financial product aimed at retirees needs a different tone than boring cleaning supplies aimed at busy parents. The principles stay the same (focus on benefits, use sensory language, tell stories), but the execution changes.
Always tailor your approach to your specific audience and product category.
Conclusion: There Are No Boring Products, Only Boring Copy
Here’s what you need to remember about writing copy for boring everyday products.
The product isn’t the problem. Your approach is. When you shift your focus from the product to the customer, from features to transformations, and from generic appeals to specific identities, everything changes.
Every boring product has a story. Every mundane item solves a problem. Your job as a copywriter is to uncover these truths and present them in a way that resonates with your ideal customer.
Stop trying to convince everyone to buy. Start speaking directly to the people who already value what your product represents. Use sensory language, tell compelling stories, and create brand experiences that go beyond the transaction.
Why Every Business Owner Needs To Master Copywriting
Whether you’re selling toilet paper or tech gadgets, copywriting is the skill that determines your success.
Good copywriting turns browsers into buyers. It transforms ordinary products into must-have items. It builds brands that people trust and recommend.
But most business owners struggle with writing copy that actually converts. They either sound too salesy, too boring, or too generic. They know their product is valuable, but they can’t communicate that value effectively.
That’s where professional copywriting skills come in. When you understand how to write copy that sells, you unlock a superpower that serves your business for life. You stop depending on expensive ads and start building a brand that attracts customers naturally.
Ready to master the art of writing copy that converts?
I’ve created a complete copywriting playbook that gives you everything you need to write persuasive copy for any product, no matter how boring it seems.
Inside, you’ll discover proven templates, real-world examples, and step-by-step frameworks for crafting headlines, product descriptions, sales pages, and more.
Get your free copywriting playbook here and start writing copy that actually sells.
