Tips for Writing About a Boring Topic
Sometimes, getting handed a writing assignment feels like being asked to clean out the garage. You know it needs doing, someone expects it done right, but man, it's just not sparking joy, is it?
Maybe it's compliance docs, super-specific software notes, or the nitty-gritty of logistics for a client. We've all been there.
As a ghostwriter, you've got an extra layer. You need to make that stuff genuinely useful and sound like your client.
And let's be honest, with AI spitting out basic info like a garden sprinkler, the pressure's on us humans to show our real worth – the strategy, the understanding, the connection AI just can't fake.
Making the "boring" interesting isn't just wordplay; it's about proving you get the client's world and their audience.
So, how do you take a topic that feels like dry toast and make it something people actually want to bite into? Let's break it down, starting with the most crucial piece.
Nail the "Why": Connect to Their World
This is non-negotiable. Seriously, if you take away only one thing, let it be this: Stop staring at the topic itself and start thinking about the person who needs to read it for your client.
What's their Tuesday morning like?
What problem keeps them up at night?
How does this "boring" thing actually slot into their work, their goals, their headaches?
Think Outcomes, Not Features: Forget the technical jargon list. Nobody cares about "multi-factor authentication." They care about not worrying about security breaches.
Frame it in terms of their win: "Tired of your team stressing about security? This update helps everyone breathe easier." Speak their language, through the client's voice.
Hit the Pain Point: What specific frustration does this topic solve? Frame it like you're offering the exact relief they need. "Is soul-crushing data entry slowing your team down?
This small process tweak we're discussing could genuinely give them back hours each week." Acknowledge their struggle, then present the client's solution.
Show You Get It (As the Client): Write like you're part of their industry, referencing things they recognize, using their kind of language – filtered through your client's specific brand voice. If they don't use fancy jargon, you don't either (unless the client's brand is fancy jargon).
Show empathy for the client. In my experience, showing you understand their specific challenges builds immense trust for your client.
Why does this beat AI? Simple. AI can list facts. It can't truly empathize with a specific audience's unique daily grind or strategically position the client's message as the perfect answer to that specific person's problem.
That takes human understanding. This is where you prove your strategic value.
Unearth the Story (That Fits the Brand)
Okay, connecting to the reader is step one. Step two is finding the hidden spark within the topic itself – a spark that works for your client's message.
Trust me, almost everything has a story, a surprising twist, or an interesting angle if you dig deep enough. Your job is finding the one that serves the client's purpose.
Origin Stories: How did this process or tech start? Was there a problem it solved that highlights a client value (like innovation or safety)? Maybe that dull regulation came about because of an incident that perfectly underlines why the client's safety solutions are so vital.
Find the angle that makes the client look good or reinforces their mission.
Real Examples (Client-Approved): Abstract ideas are fuzzy. How has this "boring" thing helped a real company (anonymized, of course, and always client-approved!)? "One business struggling with X saw Y result after using this approach – showing the kind of efficiency we help clients achieve." Concrete examples stick.
Surprise Factor: Is there a weird statistic or counter-intuitive fact that grabs attention and supports the client's point? Use it as a hook. "You might be shocked how much money companies lose on [boring thing] – which is why getting the right [client's solution] is so critical."
Find the Drama: What problems existed before this? What challenges does it overcome? Highlighting the struggle makes the solution (often related to what your client offers) feel much more valuable.
Facts tell. Stories sell. Finding that narrative thread turns blah into memorable and subtly reinforces why the client matters.
Use Analogies They'll Actually Get
Think of analogies as bridges. You're taking something potentially complex or dry and connecting it to something your client's audience already understands. It makes the information less intimidating and quicker to absorb.
Keep it Relatable (to Them): Explaining tech to non-techies? Use everyday stuff – baking, driving, building something. Writing for engineers? A more technical analogy might land better.
The key is tailoring it and making sure it fits the client's brand feel. A playful brand might use a sports metaphor; a serious financial client might prefer something about security, like a "smoke detector for your finances."
Paint a Picture: Use comparisons that create a strong mental image, consistent with the client's style.
Make Sure it Fits: A clunky or forced analogy is worse than none. Does it logically track? Does it clash with the client's image? If it feels like a stretch, ditch it.
In my experience, a simple, clear analogy is always better than a clever one that confuses people.
Make it Scannable and Easy on the Eyes
Let's be real: if something looks boring or hard to read, people bail. Especially online. Good structure and formatting are crucial for potentially dry topics.
Think about where this content will live (blog? LinkedIn? White paper?) and design it for easy reading on that platform.
- Clear Headings (Client Style): Break up the text with headings that guide the reader and match the client's tone (Questions? Benefit-focused? Straightforward?).
- Short Paragraphs/Sentences: Keep things concise, especially online. One main idea per paragraph. Adapt sentence length to the client's usual rhythm.
- Lists are Lifesavers: Use bullet points or numbered lists for steps, tips, or key takeaways. Makes scanning a breeze.
- Strategic Formatting (Brand Consistent): Use bold, italics, block quotes, and white space purposefully. If the client has a style guide for visuals, follow it.
- Visuals Help (Client-Approved): Charts, simple infographics, or relevant photos (that match the brand's look and feel) can break up text and improve understanding.
You want the reader to feel like they can easily digest the information without getting overwhelmed.
Let the Client's Personality Shine
This is absolutely critical for ghostwriters. You're not injecting your personality; you're channeling the client's established brand voice.
Is the brand authoritative and serious? Playful and witty? Empathetic and supportive? Technical and precise? Your writing must embody that specific persona.
- Internalize Their Vibe: Get the client's brand voice guidelines (or help create them!). Understand their values, their typical language, their tone. Apply it consistently. This isn't optional.
- Ask Questions (Their Way): Engage the reader with questions framed in the client's style. "What could this mean for your bottom line?" or maybe a more casual, "So, how does this actually help your team day-to-day?"
- Find Genuine Interest (Aligned with Client): Find something about the topic that genuinely aligns with what the client stands for (e.g., efficiency, customer success, innovation). Let that authentic interest, filtered through their lens, come through.
- Use Conversational Language (If Appropriate): Use contractions? Simpler words? Only if it fits the client's established voice. A very formal brand will require more precise, formal language. Adapt.
Why is this so important versus AI? AI can mimic tones, sure. But consistently capturing the specific nuance, the underlying values, the established history of a particular brand's voice?
That requires understanding the brand's DNA. This builds real connection and trust for your client.
Quick Recap: Boring Topic Cheat Sheet for Ghostwriters
| Tip # | Key Action for Ghostwriters | Why It's Important (for Ghostwriters) |
|---|---|---|
| 1 | Connect topic to the client's audience's needs & pains. | Ensures relevance & engagement; shows strategic audience understanding. |
| 2 | Find stories/angles that engage and fit the client's brand. | Makes info memorable & reinforces client messaging/positioning. |
| 3 | Use analogies that resonate with the client's audience. | Improves comprehension & makes complex topics accessible (brand-aligned). |
| 4 | Structure for readability on the client's platform. | Keeps readers engaged & reflects professionalism for the client. |
| 5 | Channel the client's specific brand voice, not your own. | Builds client trust & maintains crucial brand consistency. |
Wrapping Up: Your Ghostwriting Superpower
Look, taking a topic that seems dull and turning it into something valuable and engaging for a client? That's not just writing; that's a ghostwriting superpower.
Frankly, it's one of the clearest ways you show value that AI, churning out generic summaries, just can't touch right now.
It takes a mix of skills:
- Empathy: To really step into the audience's shoes.
- Creativity: To frame the topic compellingly within the client's goals.
- Storytelling: To find angles that resonate with their brand narrative.
- Structure: To make it easy to digest on their platform.
- Voice Mastery: To flawlessly channel their unique brand personality.
When you master these things – finding the human angle for their readers, digging for brand-relevant stories, using analogies that click, structuring clearly, and nailing their voice – you're delivering huge value.
You're not just a writer; you're a strategic partner. You're showing that awesome, irreplaceable combo of strategic thinking, audience understanding, and authentic brand connection that only a skilled human ghostwriter brings.
This isn't just about sounding good. It's about hitting the client's goals, building their authority, and connecting with their audience in ways AI currently can't replicate.
Embrace these techniques.
They're your competitive edge.
Deliver this level of insight, and you prove why a human partner who gets it is invaluable.