Dry content isn’t the problem, dead writing is. Just because the subject’s technical doesn’t mean the copy has to read like it was written by a toaster. The key? Don’t treat the topic like it’s the star of the show. You’re not writing for machines, you’re writing for people. Tired people. Distracted people. People who don’t owe you their attention.
Want to make the hard stuff land? Here’s what the experts recommend…
Use Analogies to Explain Complex Concepts
But keep them sharp, no “rocket science” clichés. Use metaphors that bite, not ones that bore.
Focus on People’s Problems, Not Products
No one cares what it does until they know how it solves the mess they’re stuck in.
Turn Dry Topics into Engaging Stories
Every system crash, every flawed rollout, that’s your gold. Lead with the friction.
Lead with Failure Points to Hook Readers
Success is tidy and forgettable. Failure sticks. Start there, then pull them in.
Apply Cascade Logic for Compelling Content
Stack each idea so it earns the next one. Don’t skip the hard parts, that’s where the trust is built.
Remember You’re Always Writing to People
Not stakeholders. Not “users.” People. With short attention spans and long to-do lists.
Highlight Human Impact Behind Technical Details
The numbers matter less than the people behind them. Show what changes, and for who.
Gather Real-World Insights from Industry Experts
The ones still in the trenches, not just the ones who write LinkedIn think-pieces.
Break the Boredom Barrier with Creative Copy
A sharp turn of phrase. A bold sentence. Something that doesn’t feel like homework.
Use Analogies to Explain Complex Concepts
Find something less dry that you can compare it to. Analogies are great for explaining things that don’t really draw readers in.
Similarly, examples of how something will affect people’s actual lives are good at helping them understand things that they may otherwise have trouble grasping. Readers may not be able to make sense of something, but if you tell them how it could potentially affect them in the future, that makes it easier to relate to.
In journalism, we were always taught that the big announcement a company or the government is making isn’t the thing that matters. What matters is how it is going to affect people reading the news. That’s what makes them care.
Rob Swystun, Ghostwriter & Content Strategist, Rob Swystun Content Marketing & Ghostwriting Inc.
Focus on People’s Problems Not Products
Start with the people, not the product. When I was creating video scripts for dental SaaS, the content felt stiff and overloaded with features. I stopped writing “about” the software and started writing “to” the receptionist using it at 7 a.m. before patients show up. Once I focused on her real problems—missed calls, clunky calendars, patient reminders—it clicked. Even dry topics get interesting when they feel personal.
Drop the jargon and talk like a human. If it’s something you’d never say out loud, don’t write it. Technical content doesn’t need to be boring—it needs to be useful. I test every script with a simple filter: Would I stop scrolling to watch this? If not, I rewrite it until it feels like someone speaking to someone, not a manual pretending to be a message.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Turn Dry Topics into Engaging Stories
One piece of advice I swear by for copywriters tackling dry or technical industries? Embrace your inner storyteller—even if it means inventing a syndrome or naming your tools like legendary weapons. Seriously.
In a “How to Fix a Leaky Faucet” guide we wrote for a client in the plumbing industry, instead of just listing steps, we diagnosed readers with “Faucet-Induced Insomnia Syndrome,” turned tools into “legendary weapons,” and made the humble drip a villain worth defeating.
The result? Readers actually want to keep reading, even if they started out just wanting to stop a leak.
The lesson: Don’t be afraid to inject humor, personality, or a playful metaphor—no matter how technical the topic is. You’re not dumbing it down; you’re making it human.
If you can make someone smile while they learn about O-rings and valve seats, you’ve already won half the battle for attention and retention.
So, next time you’re staring down a dry subject, ask yourself: “How would I explain this to a friend at a party?” If you can make them laugh—or at least not yawn—you’re on the right track. Even the driest content can drip with personality.
Gursharan Singh, Co-Founder, WebSpero Solutions
Lead with Failure Points to Hook Readers
Start with the failure point. Every dry topic has one spot where someone screws it up. Lead with that. You’re writing about humidity levels in crawlspaces? Say this: “If your meter reads 60% and you think you’re fine, you’re wrong. Mold starts forming at 55%.” Bang. You’ve just pulled them in. Then back it up with the dry data. But hook them on the risk first. That is how we write training manuals that get read.
I use failure-first framing in everything. Even dehumidifier maintenance guides. Open with the damage. Show the mistake. Then give the fix. That structure keeps eyes on the page. Data without risk is paperwork. Data with a consequence? That’s guidance. So, if you’re writing for technical fields, grab the throat early. Use what people fear, then give them the right numbers. Clean, effective, no boredom.
David Struogano, Managing Director and Mold Remediation Expert, Mold Removal Port St. Lucie
Apply Cascade Logic for Compelling Content
If content feels dry, it’s often due to linear presentation. What you need is cascade logic. I use biochemical sequencing as a writing frame. Consider the topic of potassium depletion in renal patients. Instead of writing, “Potassium is necessary for muscle function,” craft it as: “Without potassium, sodium builds. That creates cellular pressure. Muscles seize. Heart rhythm flattens.” This approach drives urgency through factual buildup.
I apply this cascade technique to supplement blogs, therapy guidelines, and even hospital meal structure posts. The rhythm mimics cause-effect relationships, similar to enzyme chains. Readers don’t skim because the information stacks like a puzzle. This technique pulls people through the content. On-page metrics reflect its effectiveness. Time on page increased by 38 percent when I rewrote three articles using this method.
If your content sounds dry, change the metabolic tempo. Add triggers. Add consequences. That’s how you shift from mere data to meaningful content.
Renato Fernandes, Clinical Nutritionist, Saude Pulso
Remember You’re Always Writing to People
Every copywriter is writing to another person. When we hear that we’re writing “technical content” or for a B2B audience, we often assume our texts need to be dry and formal. This assumption often leads to three problems:
- We over-explain points to the point that texts become confusing.
- We lose the direct tonality that’s usually needed to communicate with busy people.
- Our writing lacks the personality and structures that would keep another person interested.
One piece of advice every professional copywriter should keep in mind is that you are always writing to another person. This person has other concerns, other priorities, and plenty on their mind besides reading your copy! Make their life as easy as possible.
Nadine Heir, Founder, Write Wiser
Highlight Human Impact Behind Technical Details
With over 16 years of experience in SEO, I’ve often worked with industries where the content can feel as dry as a technical manual. My advice to copywriters is to focus on the human impact behind the data or specifications. Don’t just list features; tell a story about how this product or service changes someone’s day. Always tie technical details to real-world benefits. Sell the sizzle, not the steak. That’s how you make readers care, no matter the industry.
Gather Real-World Insights from Industry Experts
Talk to the people doing the work. If you’re writing for a pest control company, don’t just Google terms. Get on a call with a tech who treats homes every day. Ask them how they explain things to customers.
That gives you real language and stories, making dry topics relatable. It also helps you skip the jargon and focus on what the customer cares about—like safety, speed, and cost.
Andrew Peluso, Founder, What Kind Of Bug Is This
Break the Boredom Barrier with Creative Copy
Even though the industry may be considered one with “dry” or “technical” content, my one piece of advice is to have some fun with your copy.
Spice up the headline so it grabs eyeballs. Craft a creative lede to pull the reader into the story. Add punchy subheads to maintain interest. Provide examples that are a bit different than they’d expect.
The bottom line is to break the boredom barrier. Don’t be dull just because the product is. Entertain your readers, and they’ll admire you for it.
Gil Zeimer, Travel Writer, Zeimer.com
