Unlike many marketing writers, I started my career as a technical writer. After dozens of years as both a technical and marketing writer, I’ve found that certain writing maxims apply regardless of the type of writing:
- Clear, everyday language is key. Yes, your technical audience understands what fractionation means; that is no excuse for pummeling them with unnecessary 50 cent words like utilization (when “use” will do) or simple wordiness like “it is during the process of fractionating that…” (“while fractionating…”).
- Pictures are more useful than words. If you can show a procedure, show it. If you have a photograph of your client, office or staff, use it. If a table or diagram or other graphic will get your point across, let the graphic convey the information; don’t repeat it word-for-word in the text. Hire a professional graphic designer or photographer or illustrator. Professionals are worth every penny.
- Know your audience. Often a website, for example, is written for someone with a very strong technical background but meant to attract C-level or financial visitors with fairly weak technical background.
- Give your audience a break. Include step numbers for instructions; break up large blocks of text with headings and subheads; control the cross-references so the reader isn’t forced to constantly flip back and forth from one paper or online page to another.
- Answer the reader’s big questions first. In a technical proposal, the reader’s first question will likely be: “Can you solve my problem?” Save for later your list of reasons why your company is outstanding; first tell readers that you understand their problem and can solve it.
These five rules for writing apply equally to technical content and marketing content. Clear writing directed to the audience, broken up with pictures and headings, and speaking to the reader’s primary interest is writing that communicates.
TWP Marketing and Technical Communications is dedicated to helping you reach and engage your audience. Contact us today.