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How to Engage Customers With Non-Boring Copywriting

March 30, 2011 By Joe Rawlinson

Your company has boring and lifeless copywriting. You’ve got anemic words on your website, in your product, and definitely in your marketing materials.

When you write something that customers have seen before, they start to skip over it. If people see a familiar pattern, they will assume they know what something says or how it works and will skip your instructions, even if they are important.

Likewise, if your wording is unemotional and seen all over the place, it will not engage your customers.

Turbotax, the tax return filing software, helps get people’s attention by using humor.

Before starting the Turbotax tool, you are forced to read the standard license agreement. However, they use wording that isn’t the standard fare:

turbotax prompt

Instead of a boring “I have read and agree to the terms…” they preface it with a statement that humanizes the process and may even make you smile:

Just one more thing before you get started (our lawyers made us do it).

The makers of Intuit know that you’re about to do your taxes, which isn’t always a pleasurable task. They help lighten the mood and engage you by putting a personal touch on the instructions for a potentially standard and boring task.

How can you spice up your copywriting to give your messages some personality and compel your customers to read what you are writing?

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