You answer your own question straight off – the key to writing about anything is finding the passion. Getting excited about the topic and letting your imagination and creativity take it from there.
I have been writing commercially for more than 20 years. And in that time, I have written copy for everything from shampoo (I’m bald), alcohol (I don’t drink) and baby’s clothes (I haven’t got any kids) to Windows PC solutions (I use Macs), plumbing products (OK, I hired one once) and trucks (have you seen my car?).
Can you see what I am getting at?
I don’t use any of those products, but that doesn’t stop me from getting truly excited about them.
So, how do you get excited?
Think about the benefits – that’s ultimately what you’ll be selling in your copy anyhow – think about how what you are writing about can enhance and change people’s lives. Put yourself in your reader’s position. Let your mind explore how your life would be better if you had a certain product or service (even if it doesn’t directly apply to you).
It may sound simple, but that’s what works for me. I get passionate about my writing, when I know the benefits, when I FEEL the benefits.
You can apply this same principle to virtually any kind of writing, not just commercial copy.
This is a great way to not only kick-start your creativity but beat writer’s block. Oh, and speaking about writer’s block. If you ever get it, I suggest you read my book ‘The Enterprising Writer’. I dedicate an entire chapter to demolishing it once and for all.