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How to make your boring business interesting

Not every business is interesting, aspirational or cool on the surface...

Successful advertising is all about making your business look as exciting as possible.

But not every business is interesting, aspirational or cool on the surface, and you may be worried that your business appears bland or uninteresting to potential buyers.

But the tips below will show you that there is no such thing as a boring business!

Identify your goals via insight

You need to discover what people currently think about your business before you can determine what you want them to think. Find your target audience by assessing who buys your products or services, from their age, location, and what they do in their spare time. You can do this by sending out a survey, analysing your files and researching your sector online.

With this insight, you can craft banding that plants fun into what you do. 

Next, decide whether you want to make your products, your message or both less dry. Ask yourself how you would want your business to be described.  

Know – or find - your niche

Boring businesses trade because they have something that people want or need. Use this to your advantage by appealing to a niche audience. Customers remember an accountants that specialises in tax returns for clowns, or a cleaning company that only caters to submarines. 

If you can’t find a niche clientele, associate with a niche trend.  Be more ‘human’ by partnering with a crazy charitable initiate or share a fascinating real-life customer story. Tapping into customers’ emotions, will enable them to view your business with renewed curiosity.

Improve on your competition

Console yourself with the fact that even boring businesses have competition. Wander around your competitor Facebook page and website, take a look inside their shop and read their leaflet. Take what interests you and tweak it to make your business better - and more interesting. 

The most exciting business in any industry is the one that is authentic. Don’t offer the same as your competitors, offer more, or differently to others in your field. 

Utilise interesting marketing

Any product can be made interesting if it is well-branded, even toilet-tissue. Manufacturer Andrex has built a cool brand on making light of its products while reinforcing their quality.

But businesses with limited funds must be more creative.  A simple way to automatically add interest is to associate your company with someone interesting. Use brand advocacy, by finding a person or organisation with industry expertise, clout or fame to endorse your services. Work out what drives potential advocates by checking them out on social media or in local newspapers and invite them to try your products for free.

Also, remove boring language from marketing materials (product packaging, company websites, offices, even uniforms) and replace it with a distinctive style – your tone of voice. Interesting businesses don’t use jargon, they simply say what the business does using unique design, typeface and mottos. 

Connect with your audience

Word of mouth, whether on twitter, or in a café, breathes new life into the boring. Facilitate discussion by both talking to customers and giving them something to talk about. Customers are selfish – they also want to be seen as interesting or to be the first with something new, so the best businesses ‘surprise and delight.’ Make customers feel special by:

Problem-solving: Give advice or educate. It could be an industry-related, hobby-related or cultural issue. Just ensure that you benefit customers.

Valuing: Generate buzz by rewarding customers with a first-look at a new product or a voucher for something fun.

Dazzling: Make sure your branding is innovative. Even boring information can be presented simply via infographics or alongside funny images. 

Ask customers to share their delight, and keep connecting with them. Follow this approach and your next dinner-party enquirers will find you far more interesting than you find them.

Ready to sell? You are just 10 minutes away from advertising your business to 1.3 million prospective buyers. Sell your business today.

Sarah Louise Dean

About the author

Sarah Louise produces content across all titles in the Dynamis stable.


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