At first glance, there's not much difference between a "regular" copywriter and a technical copywriter. We both write marketing materials like case studies, sales brochures, product descriptions, and web content to help sell products and services.
However, a technical copywriter does it for high-tech products and services like software applications, infrastructure & hardware products like servers & network storage, or professional services like enterprise application implementations. These are specialized topics that require specialized knowledge, or at least a specialized copywriter who is familiar with the environment, terminologies, and methodologies used by these companies to produce their products and services.
Like me.
At the most basic level, I do three things for my high-tech customers:
- Translate technical information into an understandable message for their audience.
- Apply principles of copywriting to that technical information. (Principles like Unique Selling Proposition, web page layout, and lead generation)
- Add the human element to their technical information. Surprisingly, a lot of technology companies forget that humans are the ones buying their products, and don't always appeal to them.
Translating Technical Information
Technology companies have their own language when it comes to their products. Whether it's an industry-specific set of terminology, or principles that apply to the programming language they use, it's a highly-specialized set of words they use when talking about their products and services. This sometimes makes it difficult for them to convey their Unique Selling Proposition, or USP, to their prospects, because it's buried behind 15-syllable words, or abstract concepts.
My love of computers is what lead me to become a technical copywriter, so I understand these abstract and complex concepts. I worked for technology companies for over 10 years, so I am familiar with different programming languages like Java and Flash; I've written about server setups and visited enterprise data centres. All of this experience means I understand what high-tech companies are talking about, and I'm able to translate this into my marketing copy. My customers don't have to waste time explaining the technology behind their products to me, but instead can focus on the features and benefits of it. Then I take those features and benefits and write technical marketing materials for them that their prospects will understand.
Applying Principles of Copywriting
Often technical marketing materials are simply lists of product specifications that don't give a clear indication of the product's overall benefit to the customer. As a technical copywriter, I am able to analyze the technical specifications of your product or service, and find the benefits.
- When you say "uses cloud computing to detect zero day malware", I write "online community-based analysis lets us detect malware for you instantly".
- When you say "decision support for adjusting workforce levels and optimizing sales mix", I write "our software has a decision-based wizard that helps you adjust your workforce staffing levels, and optimizes the sales staff mix in your stores."
Remember We're Only Human
The final element I bring to the table as a technical copywriter is the human element. Technology workers often forget about the human aspect of our work, and copywriting is no different. Marketing materials must focus on the human, because after all, it is the human that will make the purchasing decision, and it's the human that will take the final step to purchase your technology product or service.
In the B2B technology space, the larger the company, the more people involved in the purchasing decision. So your marketing materials should reflect that. Are you only two people away from a purchase, or 4 or 5? A technical copywriter can help you navigate those steps, as I am aware of the audience for the marketing materials. I can tailor them to help move your prospect along your sales pipeline, and ultimate change them from a prospect to a buyer. You still need to appeal to the prospect's emotions, but they're slightly different than in the B2C space. B2B technology prospects want to look good to their bosses, and make their lives and the lives of their colleagues better at the office. This means that you want your marketing materials to be relevant and memorable enough to remain at the top of your prospect's Will Call list. That means that when they're ready to present an option to their bosses who will make that ultimate purchasing decision, they choose your product. If you've spoken to them correctly, and humanly, through your materials, they're going to call you.
The Point Is
Once you know you need a technical copywriter, hire one. Save time and money by working with someone who understands you and your products and services. Someone like me. I look forward to working with you.
