Technical copywriters write persuasive copy to promote technical products and services · The main goal of technical copywriting is to create documentation leading to sales. It must encourage users to buy or at least to get acquainted with the product · Apple does a great job of technical copywriting. Their teams are great at taking complex technical advantages and condensing them down into something more understandable
The 8 Types of Modern Copywriting You Must Know
I was more content using my beat-up Thinkpad with Linux installed. But has been an interesting year. So it would be fitting that would be the first year that I would venture out to buy a new laptop and somehow settle on choosing the new M1 Macbook Air. After technical copywriting it for the past few weeks, I could not be happier, technical copywriting.
However, this got me thinking. How did Apple convince me a staunch critic of Apple products to buy a Mac? After retracing my steps, I realized it was primarily due to their copywriting. Two years ago I had just started my own startup that was highly technical, technical copywriting.
We were building computer vision algorithms to empower minimally trained medical professionals to do oral disease screenings, technical copywriting. Our team was filled with engineers who were always striving to grow our accuracy so we could improve the value of our product. This mentality carried over to our marketing materials, technical copywriting, from our website to our sales deck. The number 85 was plastered over everything and we were proud of it. We even showed people how great our F1 Score was in relation to other medical AI companies.
However, it never really resonated with customers, technical copywriting. To see how to do numbers correctly we should look at the following marketing material:. Apple showed this graph at a recent event but notice how there are only 2 numbers on the screen. Even the graph has no clearly visible indicators on the y and x-axis you really have to pay attention to what each axis represents. Instead, technical copywriting, it shows the improvement in relation to other chips without blasting the crowd with a series of numbers.
Now, this is how Apple communicates this improvement on their website when focusing on potential customers:. In fact, this move was wildly criticized by technical reviewers. Yet this Mac has had a great reception and great sales. So why did this marketing move work? Because Apple focused on how this better power consumption was going to solve the deeper emotional problems of their consumers.
In one swift sentence, they were able to communicate 3 very key points, technical copywriting. This new Mac has great thermals to the point where there is no fan in technical copywriting Macbook air. However, even without a fan, there is no tradeoff with performance. Again, the Apple team could have used this time to speak about technical copywriting hot the Macbook actually gets.
They could have pulled an MKBHD and used a temperature gun to compare the technical copywriting under different workloads and put this video on their site. So rather than getting into the weeds, Apple decided to step back and focus on what pain point they are solving. With higher accuracy, doctors were able to refer their patients with more confidence and improve technical copywriting outcomes.
We quickly changed our copywriting to reflect this sentiment. This is something that took me a long time to get past. After going through university, most of my writing became extremely formal. But the truth is no one speaks like that. However, when writing marketing materials, I feel like most engineers default to writing like they are trying to pass a university final rather than talk to a customer, technical copywriting.
For example:. Now this is actually a pretty technical point that Apple is trying to get across. However, they are speaking to us, the consumer, in a super casual tone.
They start out with a pretty number centric pitch. However, they quickly pivot to speaking about technical copywriting this extra speed will help you with your day to day activities. During this part of the pitch, they sound technical copywriting a normal person.
The light gray paragraph is filled with shortened words like pro vs. professional and run-on sentences. However, when you see any company writing like this it humanizes them. This gave me flashbacks to 2 technical copywriting moments during my freshman year during school.
The first moment came when I was walking into my engineering library and saw a desk set up in the entryway. Two students stood in front of it hawking a new app that lets you get discounts on food within Green Street the technical copywriting popular street at UIUC.
Since they technical copywriting near the staircase, I had to listen briefly to their spiel before grabbing a brochure and leaving. The second moment came my junior year where during a party, technical copywriting, a friend technical copywriting a friend mentioned how he was using this brand new app on campus which let him see food deals. I had built up enough rapport with this stranger where I thought it would be worth checking out this app so I downloaded technical copywriting that night.
I later came to find out that guy was a campus ambassador for that app and it was his job to get students on the app.
Even after finding that out, I still kept the app. So why did I download the app the second time and not the first? Because the first time, I was in a situation where I felt like I was being sold something. Those campus ambassadors had a script technical copywriting they stuck to it, technical copywriting. The difference was very noticeable, technical copywriting. In the first case, they were rattling off numbers about how much money I could save while in the second case, the ambassador told me stories about how he got 30 chicken nuggets for 6 dollars or how he was able to get a free meal for his date after finding a buy 1 get 1 free offer technical copywriting a local burrito joint.
This can be applied to copywriting. The difference between bad and good copywriting is the ability technical copywriting make it not sound like a sales pitch. If people feel like they are trying to be sold something, they are more likely to put up a wall and not buy anything, technical copywriting. Apple does a great job of technical technical copywriting. Their teams are great at taking complex technical advantages and condensing them down into something more understandable.
I think we can all learn from them and apply some of their methods to our own side projects. Press ESC to technical copywriting. ayushkumar December 13, 6 Min Read. Talk About Impact And Not Numbers Two years ago I had just started my own startup that was highly technical.
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Technical copywriters write persuasive copy to promote technical products and services Technical Writing & Copywriting Services Technical writing is without doubt one of the most prized abilities in the workplace. A good technical writer is worth their weight in gold, as they will possess the skills to communicate something complicated in a clear, easy-to-understand way · The main goal of technical copywriting is to create documentation leading to sales. It must encourage users to buy or at least to get acquainted with the product
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