Why ‘boring’ sells

Being interesting isn’t all it’s cracked up to be – boring sells funnier.

If you’re familiar with Kevin Beresford’s crushingly dull yet brilliantly obsessive top-selling books and calendars about British roundabouts, or the AA’s ‘Britain’s Best Car Parks’ (Red, with Kevin Beresford), then you’ll probably already know that boring can sell.

Though watching paint dry hasn’t made the front cover of a national yet (fancy a challenge?), a contest for a ‘Fence of the year’ as scooped a full page in today’s Sun (see attached). And with a quote, key messages and a call to action (email address/web link) included, it’s a PR coup from heaven for the small price of a hellishly cringe-inducing headline.

No of-fence, but this is really boring


It doesn’t look like the PR team pitched the story as ‘boring’ though – the client quote is too sober and suggests the brand hasn’t quite embrace its inner dullard. So it’s probably just a ‘happy’ accident.

Yet, you can often design this stuff – by being knowingly pedantic. Or at least using a little self-deprecating honesty.

Writer Joe Moran has been celebrating the everyday for years – why not check his blog out for inspiration on how to find fascination in the run of the mill.

How you sell boring to a client is another matter entirely. But if you can convince your client to man-hug the mundane, you might well captivate their target audience with a dull topic in a flashy red top just like the Fence Competition brand did.

By Scot Devine


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