Technology · Creativity · Business · Society
In a competitive market it is increasingly difficult to attract the awareness and engage the interest of potential customers. Effective communication, using good copywriting services as part of a content marketing strategy, can help a business highlight the benefits of what they sell. Doing so in a manner that appeals to their target audience's preferences can motivate customers to buy a product or service.
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.
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.
An analysis of email sales funnels, this article includes an example written for a fictional cloud-services business. The example emails, include the welcome, the nurture, the conversion offer and the re-engagement prompt for customers who have stopped engaging. Each email includes an example of what to say, when to send it and psychology that can be employed to increase its effectiveness.
