Five Ways to Improve Your Tech Copywriting

TECHNICAL

December 2, 2021

Sanders Reese

Sanders Reese specializes in cryptocurrency copywriting, as well as technology, IT and SaaS.

Are you struggling to make the most of your tech copywriting? It can be a real challenge to take a somewhat boring topic and make it shine. So what can you do to kick your copy up a notch and make an impact on your readers? Read on to discover five ways you can improve your tech copywriting skills today.

Watch Your Words: Why You Should Avoid Excessive Jargon

Have you ever had the experience of reading through a tech resource and constantly jumping to Google to define the unknown terms? If you’re doing it, you can expect your reader to do so as well. Look, in tech-dense industries, jargon seems like a way of life. Trying to find the balance between informing your readers and confusing them is a skill you’ll need to master.

As a general rule, if you intend to throw in a new term that isn’t readily known, try defining it in a stylish way. We’re not talking about Webster's here. You don’t want to break the flow of writing to take a detour. Try to illustrate the term in context if you can. Sometimes it’s impossible not to define the word or term, but if you're tactful with how you approach it, your reader will stay informed, and you’ll still have their attention.

If you’re using acronyms, make sure that you set the acronym in parentheses the first time you use the term in question so the reader knows what’s going on. For example, if I were telling you all about computer systems and their underlying software, I’d mention operating systems (OSs). We wouldn’t want to mention that every time, so we’d mention OSs from now on.

Understand What You’re Selling and Who’s Buying

If you're a tech copywriter, you’re probably working with all kinds of businesses. Software or hardware, it doesn't matter — always know what you’re writing about. The last thing you want is for something to get flagged by the client as being wrong. It doesn't look good.

Writing for technology brands means educating yourself on everything they do and the relevant industry. If you can, try to get a subject matter expert (SME) interview before you start writing copy. You’ll still need to do some preliminary research, but with an expert telling you what’s what, you’ll have a better idea of what to write about and why it's important.

Another thing you should watch out for is writing for only the client, not the audience. It's an easy mistake to make, especially if you’re talking to SMEs. Of course, you’ll want to find a balance. At the end of the day, you need to grab the reader’s attention. Taking a deep dive into knowing your audience can help you tailor your marketing message effectively.

Showcase Benefits

Let’s say you're writing for a startup that’s taking predictive analytics, automation and hydroponics to create urban gardens in shipping containers. Sounds cool, right? Well, if you’re trying to sell this idea, going on and on about the technology will start to get boring pretty quickly. So, what can you do? Write about the benefits of this system, not just the underlying technology.

Again, it’s a balance. Some people will fawn over the background processes; others are only looking for the value in the product. Give the reader both, and don’t skimp on painting a pretty picture of what life might be like if these fancy, green freight containers made their way into every urban center.

Features are good to mention, but nothing beats the selling power of a really good list of benefits. Additionally, you’ll need to manage client expectations, too. If they want you to list all the tech, you better do it. Remember, it's your job to create impactful copy that educates, influences and drives growth.

Remember, You’re Writing for Humans

We’ve all had the experience of reading, only to stop and realize that we haven’t absorbed a word on the page. You’re always battling the average reader's attention span, so always keep in mind your writing for humans. With dense tech topics, you’re going to have your work cut out for you.

That’s where the craft of copywriting comes into play. A compelling headline can suck a reader in and keep them glued to the page. This can mean the difference between a click-through and a bounce. Once you have them, you’ll need to employ some other tactics to keep their attention.

Especially in the modern landscape of mobile reading, readers can easily lose steam drudging through a wall of text. Brevity is key.  Whether it's light blog posts, a detailed pillar or an e-mail newsletter, these simple strategies can help you make the most out of your writing.

Make Your Writing Accessible

It's often the case that you’ll match up with a client and find that they have a lot of resources built out internally. So, why do they need you? Well, tech copywriting is a skill that involves much more than just explaining a topic. While a developer could explain the software in a blog post, the writing will most likely be dense and inaccessible.

What do we mean by this? Well, it’ll be hard to read. Anyone can write, but can they write well? That’s a different question altogether. If content and things like on-page SEO aren’t a priority for a business, they’ll often delegate building out things like a company blog to an employee. This is fine. But, for companies looking to grow their business with content and copy, it’s not going to work.

That’s why you should always try to make your writing accessible. This means:

  • Proper heading structure
  • Bolding and italicizing when appropriate
  • Short, readable paragraphs
  • Using good visuals when you can
  • Breaking up monotonous sentence structure
  • Making your writing readable on mobile devices
  • Using bulleted lists

These are a few tips to help prep your page. You need to meet the reader halfway, especially with tech topics. Make it easy for them to navigate the page and find the important information.

Looking to add Professional Flair to Your Messaging?

If you're struggling to make the most out of your company’s written content, finding a tech copywriter can help you make an impact. We’ve outlined a few tips to help you make the most out of your writing, but if you’re looking for a leg up, pairing up with a team of professional writers can make all the difference.

Here at Hire a Writer, we’ve worked with a diverse list of different companies from various industries. Whether your team is working with AI or SaaS, we can help take your content to the next level. Reach out today to learn more about how we can help.

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