One of the biggest misconceptions in the world of IT and other technical fields is that writers need a background in IT or engineering to write powerful copy. The thinking is that only those trained in the complexity of the field can properly convey the message at hand.
One of the biggest problems with this approach is that it fails to consider the target audience. Often, especially when creating a white paper or informative marketing piece, the target audience is person who will ultimately make the decision to buy your product or service. Even though your product may be highly technical, chances are the CEO or CFO who must ultimately approve the purchase is not trained in the the technology. As a result, the final document often speaks in a language unfamiliar to the buyer.
Copywriting starts with the target audience, not with the product or service
All writing, no matter what the topic, starts with the target audience. From a simple email to highly technical reports, the target audience defines the style, tone and language of the piece. When writing fails to speak to the target audience, the writing simply fails. Unless the writing speaks on a level the target audience can understand, connect and respond, the writing will fail to meet its intended objective.
In marketing, it doesn’t matter how innovative the product, features or solution, if the copy doesn’t speak directly to the buyer, the copy will fail.
It’s about benefits, not bits
Unfortunately, when the engineer takes on the writing responsibilities, too often they are deeply connected to the information at hand. It can be very difficult to step back from a lifetime of study and look at the situation from the eyes of those who are not experts in the field.
Enter the professional copywriter.
Good copywriters take complex information and translate it for the target audience. The process begins with a careful analysis of the intended reader, determining their hot buttons and concerns, and through extensive research, bringing the complexities of the product, service or solution to his or her world. As an outsider, the professional copywriter also has the advantage of seeing the information through the eyes of the reader. Stumbling blocks for the writer will also be stumbling blocks for the reader. The difference is that the professional copywriter will make the effort to process the information at hand and translate it into a format that appeals to the target audience. The reader, when faced with information they don’t understand, will usually stop reading.
When we have difficulty understanding information, we are taken out of our comfort zone. Either we make an extra effort to comprehend the information or we move on to something that brings us back to our comfort zone. Unfortunately, in a marketing piece, the reader is under no obligation to read your document. If the information in your document pushes your reader from their comfort zone, odds are they will stop reading and the marketing piece fails.
When seeking a copywriter for a technical product or service, a priority is often placed on finding a writer with a background in the technology at hand. Sometimes it is more important to find a writer who has written on a wide variety of topics proving his or her ability to research and analyze complex information and present it to the intended target audience. The writer with the power of an outsider can often see the information from the perspective of the target audience in a way the insider trained in the field cannot.
Jim Lodico is an experienced writer who has written about everything from the psychology of juror research to the intricacies of the current housing market. Contact him today at jalodico@whitepapersolution.com> to learn how he can help you reach your target audience.
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