Technical Writing and Copywriting
When competing for customer awareness, interest, desire and action, such as a sale or subscription, businesses can benefit from the effective use of technical writing and copywriting. Technical writing provides practical information that describes how to use a product or service. Technical copywriting uses language designed to persuade people to buy a product or service that meets their wants or needs.
Technical Writing
Technical writing is the process of describing complex information in a clear and concise manner, so that it will be understood by the intended audience. Logically structured documents can explain functions and features of a product or service, provide instructions for users learning how to use them, detail best practice and help with troubleshooting of problem solving. The audience for technical writing might include engineers, developers, teams and end users.
Examples of technical writing include; user manuals for hardware or software, technical white papers, knowledge base articles, API documentation, installation guides and standard operating procedures. By demonstrating technical authority and credibility, technical writing can promote email list building using lead magnets and email sequences. Technical terminology should provide necessary details, but also use language appropriate for the intended audience, to ensure it is understood.
In an environment where people want reliable solutions, technical writing can communicate expertise and build confidence in the suitability of a product or service to deliver results. For example, the text below is for cloud based project management software.
Purpose: Help users understand and run the project management software. Using our cloud based platform to create and manage projects, tasks can be assigned, deadlines set and progress tracked using a custom dashboard.
Creating a new project:
1. Select ‘New Project’ in the navigation bar.
2. Enter a name and description for the project.
3. Using a dropdown menu, assign personnel.
4. Set objectives for each stage, with due dates.
5. Click the ‘Save’ button.
Our project management software supports role-based permissions, such as Administrators, Managers and access levels for each personnel role. Your data can be encrypted using AES-256 and backed up daily.
Stylistic approach: Provide step by step instructions, focus on features and use a neutral tone that prioritises technical accuracy rather than persuasive language employed in sales oriented content.
Technical Copywriting
While technical writing describes features and functions, technical copywriting focuses on benefits, such as usability, increased efficiency, reliability, time and cost savings, security and aesthetics. The purpose of technical copywriting is to present a product or service in a manner that will sell it to the target audience. Understanding and appealing to user preferences and objectives, by reflecting wants and needs can generate the desire to have a specific product or service.
Examples of technical copywriting include product descriptions on eCommerce website pages, landing pages for SaaS products, email campaigns, case studies that describe a product or service in use and online or print sales brochures. Such content might highlight user experiences and utilise a storytelling approach to engage the target audience on an emotional level. The aim is to convert leads into motivation to complete a purchase transaction or pay for a subscription.
Technical copywriting can use persuasive language promoting the benefits of a product or service, to engage customer interest. Within an advertising message, complex technical information can be described in a manner that is designed to generate leads and sales. For example, the text below is for cloud based project management software.
Purpose: Persuade business decision makers to register or request a demo. Managing projects efficiently. Using our cloud based project management software will provide your teams with greater visibility and control over assigning and managing each stage of a project, from planning and organising tasks to completion using a custom dashboard.
✔ Easily assign tasks
✔ Real time tracking
✔ Role based permissions
✔ Enterprise encryption
✔ Deliver project objectives.
Stylistic approach: Use language that is benefit driven and solution oriented. Technical details should build trust. Emotional triggers such as speed, clarity and control engage interest and clear calls to action can generate leads and sales.