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Technical Copywriting: What It Is And When You Need One
Have you ever struggled to explain something complex, like your favorite video game, to someone outside your field? Now, picture trying to persuade them to buy it.
Technical copywriting makes complicated ideas easy to understand and creates a desire to purchase them.
Technical copywriting is a persuasive way to help companies sell complex products. While small businesses often connect directly with customers, larger companies usually sell to other businesses, which demands a different approach than marketing to consumers.
In a company that sells advanced software to businesses, technical copywriters simplify complex features into clear benefits. The copy helps buyers understand how the product works and why it's a worthwhile investment.
Want to learn more?
In this guide, I'll break down what technical copywriting is, how it’s different from other types of copywriting, and what makes a great technical copywriter.
Let's dive in.
What Is Technical Copywriting?
Technical copywriting explains and sells complex products to inspire actions like purchases or bookings.
The goal is to inspire you to take action—whether to buy products or services, book a consultation, or click a link.
For example, imagine a biotech company rolling out a product that detects specific amino acids in a solution, or picture a phone system provider launching a tool to improve customer communication and teamwork.
These companies might hire a technical copywriter to create:
- A landing page for the product.
- An email sequence.
- Direct response sales letters.
At first glance, technical copywriting may look similar to regular copywriting. However, it demands a much deeper understanding of subjects like biochemistry and specialized equipment to create clear and convincing messages.
Technical copywriting is crucial across these industries:
- SaaS
- Finance
- Healthcare
- and AI
It simplifies complex ideas, making it vital for B2B companies with advanced products to communicate effectively.
How Technical Copywriting Differs From Technical Writing
People often mix up technical writing and technical copywriting.
While technical writing creates manuals and guides to help users understand a product, technical copywriting sells the product by showcasing its benefits and how it solves problems.
Here are the major differences:
- Technical Writing creates manuals and guides to help users understand a product. It’s about teaching the user how to use a product.
- Technical Copywriting sells the product by showcasing its benefits and how it solves problems.
For example, a technical writer explains how to use software with a detailed guide, while a technical copywriter makes an exciting web page that shows why you should buy that software.
Why Your Brand Needs A Technical Copywriter
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Here are six exciting reasons why hiring a technical copywriter can transform your organization, regardless of the size of your business.
1. It Simplifies Complex Jargon For Everyone
A technical copywriter takes complicated products and explains them in ways that make sense. They help people understand new software, medical devices, and other complex tools by turning technical features into clear, engaging language that connects with readers.
When you're trying to sell advanced technology or specialized equipment, having someone who can explain it in simple English is essential for successful marketing.
2. Technical Copywriting Boosts UX And Sales
User experience (UX) is essential for tech businesses because if visitors can't easily achieve their goals on your site, they'll likely not come back.
A talented technical copywriter enhances UX by creating clear and engaging content, making it simpler for customers to navigate and buy. This boosts satisfaction and reduces support issues.
3. Technical Copy Builds Credibility And Trust
When writing about technical products, you need to connect with two kinds of readers: the experts who crave precise details and the beginners who need straightforward explanations.
So it's essential to strike a balance that satisfies both without confusing anyone.
4. Simplifies Communication With Technical Teams
Technical copywriters bridge the gap between tech teams and the rest of the company. Their writing helps experts simplify complex ideas for other departments.
By doing this, they ensure non-tech staff clearly express their needs, leading to smoother projects and successful launches.
5. A Technical Copywriter Optimizes Content For SEO
While search engine rules keep changing, Google favors content that helps people learn. Technical copywriters know how to create content that's both accurate and easy to read. This means their writing ranks highly in search results and attracts the right readers looking for that specific information.
6. Saves Time And Resources
Effective technical copy takes time, and in-house teams often lack the skills or interest. Most techs view it as a tedious task, leading to copy that doesn't connect with readers. Hiring a technical copywriter frees up resources and ensures quality content is delivered on time.
Key Skills Of A Technical Copywriter
To thrive in technical copywriting, aspiring writers and business owners must grasp copywriting fundamentals. They must also dive deep into B2B marketing tactics.
Furthermore, a budding technical copywriter must prepare for a lengthy buying journey involving high-value sales often reaching millions.
Other key skills required are:
- Technical expertise: You should understand the technical basics of your topic. Or be able to learn them quickly. No engineering degree is needed.
- Audience awareness: They know how to tailor their language to connect with everyone, from tech whizzes to regular folks.
- Clarity and simplicity: A great technical copywriter can explain complex ideas clearly. Ability to take complex topics and break them down so anyone can understand - without losing what makes them special.
- Persuasive skills: Your words need to drive action. Don't just explain things. Get readers excited enough to click that download button, sign up for demos, or make purchases.
When Do You Need A Technical Copywriter?
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Looking for signs you might need a technical copywriter? Check out where they’re invaluable:
1. Launching A New Product
Do you have a complicated product like cutting-edge software or biotech? A technical copywriter is your secret weapon. He'll showcase what makes your product special while explaining it in ways that get your audience excited and ready to buy.
Engaging A Non-Technical Audience
Even though your product is technical, your customers need to understand how it offers solutions to their pain points. A skilled technical copywriter turns complex features into relatable benefits.
3. Creating High-Stakes Content
From whitepapers to case studies, some content requires a deeper understanding of the subject. A technical copywriter ensures that the information is both detailed and digestible.
4. Standing Out In A Crowded Market
In crowded markets, having impactful content is crucial. A technical copywriter brings together technical skills and creativity to make your brand truly memorable.
[Read also, 'how I became a technical copywriter.']
Brands That Need Technical Copywriting
Are you finding it tough to turn complicated tech terms into clear messages that sell? Companies in SaaS, cybersecurity, fintech, and more need a technical copywriter who can connect innovation with what customers truly understand.
Here are 5 brands that need the services of a technical copywriter.
1. SaaS (Software as a Service)
- AI & Machine Learning SaaS: Technical copywriters explain to your readers how AI tools can automate tasks for business owners in easy-to-understand English.
- MarTech (Marketing Technology): With your input, a technical copywriter writes guides for analytics platforms, CRM software, or email marketing tools to help businesses run better campaigns.
- HR & Payroll Software: Create onboarding guides and case studies for HR tech solutions.
- ERP & Project Management Tools: Make detailed product pages and comparisons to show what the software can do.
2. Cybersecurity
- Cloud Security Solutions: Write guides and whitepapers on keeping data safe in the cloud.
- Endpoint Security & Antivirus: Create landing pages and blog posts that help users understand malware protection.
- Identity & Access Management (IAM): Develop clear documentation and explanations about how to secure data and authentication.
- Penetration Testing & Ethical Hacking: Write service pages and case studies that highlight security assessments.
3. Fintech & Cryptocurrency
- Payment Processing Solutions: Write engaging website copy, comparison guides, and onboarding documents for users.
- Robo-Advisors & WealthTech: Create blog posts and email content that break down AI-driven investing.
- DeFi (Decentralized Finance) & Blockchain Startups: Simplify complex DeFi topics into easy-to-understand marketing language.
- RegTech (Regulatory Technology): Write compliance-focused content for fintech companies navigating regulations.
4. B2B Technology & IT Services
- Cloud Computing Providers: Write detailed descriptions and technical documents about cloud services.
- Managed IT & MSPs (Managed Service Providers): Create content explaining IT solutions, cybersecurity, and remote monitoring.
- DevOps & Software Development Tools: Develop product documentation and educational materials for developers.
- Telecom & VoIP Solutions: Write engaging copy for websites and sales resources for communication tools.
5. Healthcare & MedTech
- Medical SaaS (EHR & Telemedicine Software): Write user-friendly guides and persuasive content for healthcare software.
- Medical Devices & Wearables: Create product descriptions that meet regulatory standards and educate patients.
- Biotech & Pharmaceutical Companies: Develop captivating and technical content for drug research and compliance.
- Health Insurance & InsurTech: Break down complicated policies and digital insurance solutions into easy-to-understand formats.
The Benefits Of Hiring A Technical Copywriter
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Hiring a technical copywriter delivers clear, measurable benefits:
- Better engagement: Great writing grabs your attention and makes even tough topics interesting.
- Boost your conversions: Compelling and lively messages inspire people to take action, whether it’s signing up for a newsletter or requesting a demo.
- Strengthen your credibility: Great content shows that your brand is smart and trustworthy.
- Save time: A skilled copywriter takes care of your product description so you can concentrate on growing your business.
How To Choose The Right Technical Copywriter
When hiring a technical copywriter, look for:
- Experience: Do they have a proven history of success in your industry or with projects like yours?
- Portfolio: Request samples of their work to see how well they can simplify complex ideas and showcase their unique style.
- Testimonials or References: Happy clients showcase their abilities and skills.
- Communication Skills: A talented copywriter knows how to ask the right questions to get what you need and help you reach your goals.
DIY Or Hire A Pro?
Thinking of handling technical copywriting yourself?
Here’s what to consider:
DIY Pros: You know your product better than anyone.
DIY Cons: Writing clear, persuasive copy takes skill and time. Without experience, you might confuse or lose your audience.
Hiring a pro may cost more upfront, but the long-term benefits often make it worth the investment.
Wrapping Up
Technical copywriting isn’t just about writing; it’s about showcasing your product in a way that connects with your audience.
Whether you’re entering a competitive market or explaining things to non-tech customers, a skilled technical copywriter can make a huge impact.
Don’t let your complex ideas get lost. Invest in technical copywriting and see your business grow. The right words can turn even the toughest concepts into stories that sell.
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