Technology copywriting sits between two people, an engineer describing what a product or service does and a customer who wants a problem solved. The aim is to translate technical language, so that it is easily understood and persuades customers that it will deliver the desired solution. This article describes what good technology copy requires, with examples.
The acronym AIDA stands for awareness, interest, desire and action. It is more than a century old, but the journey it describes hasn't changed. The aim is to use content that will raise awareness, engage interest, stimulate desire and lead to an action, such as completing a purchase. Content should be suitable for each stage of the process.
Many large companies have AI strategy teams. Most small businesses have a founder, a bookkeeper and a vague sense they should be doing something with AI. However, while they might lack the resources of larger competitors, small businesses can often adapt more quickly to changing conditions. Following an effective strategy could enable them to benefit from opportunities they identify.
Governments and organisations have promoted net zero policies. National grids might not meet current or projected future demand. Wind and solar are growing, but when the sun sets and the wind drops the power must continue to flow. The transition to sustainable energy generation, storage and transmission has many challenges, but there are also opportunities.
Generations of small business owners competed against larger rivals with print and broadcast media budgets they could not match. The Internet was promised as a new more democratic place that would level the playing field and in many ways it has. However, successful digital marketing can be a challenge for SMEs trying to reach their target audience.
An analysis of case studies, this article includes a case study example written for a fictional retail LMS provider. It tells the story of how an electrical goods client reduced training time and increased customer spend. The sample is built around a structure that turns a customer success story into a sales tool.
An analysis of landing pages, this article includes an example written for a fictional CRM company. A landing page should give the first impression a business wants to convey regarding the products or services they sell, in a manner that encourages engagement. It is designed to convert casual visitors into free trial signups, email newsletter subscribers and paying customers.
An analysis of email newsletters, this article includes an example written for a fictional cybersecurity firm. The example opens with a fictional small business dealing with a potential issue many business owners are concerned about. The content and design of the newsletter is intended to encourage recipients to open, read, share and continue subscribing.
Until recently most people had never knowingly used AI, but it was integrated within many services they used. The arrival of large language models (LLMs) has rapidly led to millions of people using them for conversation and content generation. Understanding the nature of the technology can make it feel less like magic and more a process of data analysis and pattern matching.
Nobody can know for certain what the world will look like decades from now. However, most of us have speculated what the future might bring. Individuals, business owners and governments often base their decision making upon such speculation. Futurology isn't fortune-telling, but a discipline in which relevant data is used to calculate the probability of future events.
