Tech copywriting is a funny tightrope because you have two audiences with vastly different knowledge bases: the techies and the strategists.
The techies want the specs. They want them quickly. And they don’t need explanations. They know what they need and why they need it. And they need to know you have it.
Specs mean very little to strategists and buyers. They want to know benefits. How will your technology make their lives better or their days smoother? How easy is it to adopt? What should they expect in terms of a return and when can they expect it?
The natural answer would be to include both information sets, and herein lies the tightrope.
Because techies and strategists are also people. And like everyone else, they put their pants on one leg at a time, pay their taxes and stop reading when something’s not interesting.
So the key to tech copywriting is to talk to both markets simultaneously without boring either. Here’s how:
Dig three levels deep into every feature
Your solution delivers 1.21 jigawatts of power. That extra power translates into 10 percent less downtime (level one). Ten percent less downtime means 10 percent more productivity during the day (level two). Ten percent more productivity during the day translates into a 4 percent jump in revenue YoY (level three).
So in this case, your message might be:
With 1.21 jigawatts of extra power, you’ll see a 4 percent jump in revenue thanks to less downtime and more day-to-day productivity.
Bullet point where you can
If you’re lucky enough to have a lot to say about your product or solution, getting it all across clearly is key — especially if your features benefit different people in different ways. Bullets make sure nothing gets buried.
- They make key points easier to see
- They let you get more emphasis from bolded concepts
- They highlight specifics like a low price of $8.50 per seat per month
- They appear less intimidating to your audience
In a technology piece where numbers can get mangled together in a sentence that would confuse the most savvy engineer, splitting up the information makes it all easier to digest.
Use reputable sources to back up your claims
You know who the key opinion leaders and influencers are in your field, and so do your prospects. A stat or support point from anyone else looks desperate and damages your credibility. And at the pre-buying stage, credibility is all you have.
If you can’t find credible support for a claim or position, change your position or rephrase your assertion. With the average MSP contract ranging between $125 and $250 per user per month, you have too much at stake to be making statements that can damage a relationship before it starts.
Use strong CTAs
Many tech companies will go on endlessly about the superiority of their products and hope the reader will think, well, I have to have this now. Yet so few actually give their readers an easy and legit way to make that choice.
Your Call to Action (CTA) should be crystal clear and easy to understand. And if you can make it more unique than “Learn More” or “Buy Now,” all the better. The former is vague, the latter is pushy.
We recommend sticking to benefits in the CTA with something like “Start earning 4 percent more every year.”
Consider a professional technology copywriter.
A pro will talk to your two audiences seamlessly and simultaneously.