Not all products are fun, unfortunately. But, that mop isn’t going to sell itself. Nor will your special wood chippings for the garden… If they’re not going to sell themselves, how do you sell them?
Let’s face it—some products aren’t naturally exciting. Think cleaning supplies, insurance, or office chairs. But just because a product seems “boring” doesn’t mean you can’t make it interesting to your audience. With the right approach, even the most mundane items can shine. Here’s how to promote boring products effectively.
1. Focus on the benefits, not the features
Your audience doesn’t care about a list of technical details. What they care about is how the product solves their problems or makes their life easier.
- Instead of this: “Our mop has a microfiber head.”
- Try this: “Our mop cuts cleaning time in half, so you can spend more time relaxing.”
Show how your product improves daily life, saves time, or reduces stress.
2. Use storytelling
People connect with stories, even about ordinary products.
- Share how your product helped a real customer.
- Create a “before and after” scenario showing the difference your product makes.
Example: Instead of saying, “This chair is ergonomic,” tell a story about how someone went from back pain to working comfortably all day.
3. Add humour or personality
Boring products don’t have to be boring in how they’re presented.
- Use funny ads or memes to grab attention.
- Add a playful tone to your content.
For example, a toothpaste brand might say, “The only thing your dentist wants you to buy more than floss!”
4. Show the product in action
Sometimes seeing is believing. Create content that demonstrates your product in use:
- Post videos showing how it works.
- Share customer reviews or user-generated content.
- Highlight creative or unexpected ways to use the product.
Example: A cleaning product could show quick, dramatic stain-removal results.
5. Leverage social proof
People are more likely to trust a product if they see others using and loving it.
- Share reviews and testimonials.
- Post photos of real customers with your product.
- Collaborate with influencers who align with your audience.
Even for a “boring” product, social proof can build trust and interest.
6. Solve problems creatively
Frame your product as the perfect solution to a specific issue.
- What annoyances does it fix?
- How does it make life easier?
Example: Instead of promoting a simple power strip, highlight how it can organise messy cables and make a workspace look sleek.
7. Add value with educational content
Teach your audience something they didn’t know related to your product.
- Write tips, hacks, or how-tos.
- Create infographics or videos explaining why your product is useful.
For example, a mattress company could share “5 Tips for Better Sleep” and naturally include their product as part of the solution.
8. Use bold visuals
Even boring products can pop with the right visuals:
- Use bright, eye-catching colours and designs.
- Highlight the product in creative or unexpected settings.
- Add engaging captions or animations to your posts.
Make your product impossible to ignore!
9. Be relatable
Speak to everyday problems and frustrations your audience faces.
- “Tired of running out of staples during a busy day? This stapler is your reliable partner!”
When your message resonates, even a basic product can feel essential.
No product is truly boring when you frame it in the right way. By focusing on benefits, using creativity, and connecting with your audience’s needs, you can make even the most mundane items stand out. Remember: it’s not about the product—it’s about how you make people feel.
