5 top tips for translating tech talk into copy that makes sense to your customers.

Why does this matter?

Because “technology” buyers are changing. Technology is now so ubiquitous that your buyer may have little technology know-how, and often they aren’t really buying technology at all.

They are buying “listening to my favourite music on the move”, “getting healthier” or “working from home”. Business buyers are looking for “making us secure from new viruses”, or “making our people more productive”.

Today B2B and B2C buyers can research, search and buy online without ever having to speak with a ‘technical expert’ or salesperson. This means your copy is often the only way to grab someone's attention, position what you offer and why it’s better, while using language that is easy to understand by someone with no knowledge of technology at all.

Here are my top 5 tips to creating copy for a non-technical (or non-specialist) audience.

1.      Understand who your audience really is: It's a basic of all writing but it's critical. Yes, you need to know who will be paying for your solution, product or service. You also need to know who is looking to buy – who is driving the discussion, who is influencing the decision? This is true for B2B and B2C. The CIO maybe paying, but it could be the office manager who is driving the purchase. Or a parent may be paying for a laptop, but it’s their 15-year-old who is asking for it. The more you know about who is involved in a decision and what their drivers are, the better you can target them with copy that will appeal to them. Think your audience is ‘everyone’? Then segment your audience and provide copy that is specific and tailored to each group.

2.      Understand what your audience wants, and what your audience needs: They are different things. Consider our 15-year-old. They want a laptop that looks good, that they can using for gaming, and that is light enough for them to carry around. They need a laptop that has strong cyber security, is good for homework, and is at a price point their parent will find acceptable. Copy that focuses on the wants will get your audience's attention. Copy that shows understanding of their needs will keep that attention and make a sale more likely.

3.      Focus on value, not features: No-one starts their buying journey by searching for your product or service. They begin by searching for something that will fulfil their wants and needs. They might have an idea what product or service they should be looking for, but what if our 15-year-old goes and decides that a tablet is a better choice for them? Consider what your audience is really looking for (looks great, good for gaming, lightweight) and tailor your copy to that vs the features.

4.      Lose the tech acronyms, terminology and jargon: There are a few technology terms and acronyms that most people will recognize, but that still depends on your audience. If they don’t understand what it is you’re saying in your copy, they won’t ask, they’ll go elsewhere. Make your copy easy to understand and adopt your audience’s language style where appropriate.

5.      Be different: One of the hardest challenges for many of my clients and employers over the years has been how to differentiate themselves from their competition. Too many times they focus on features or capabilities. They sink into jargon. But the features and capabilities of your solution, service or product are unlikely to be all that different in reality. If you want copy that really captures audience attention and holds it, consider instead what value proof points you have, what customer quotes or references, awards, look at how you deliver, your after sales care and support, your sustainability commitments. What makes your people, organisation and culture different is often a deciding factor you’ll want your copy to focus on.