“All my customers are nuclear physicists,” said the company owner, “so our marketing materials have to sound like they come from a nuclear physicist.” That company owner has bought into one of the four myths that prevent technical companies from communicating with their customers.
The first myth of technical writing is that you have to write up to your audience. This myth overlooks the fact that customers don’t know your product or service. In your field, writing about your product or service, you are the teacher and they are the students. A good teacher speaks as much as possible in everyday language and slowly builds the student’s knowledge. Consider how you would explain your technical information to a brand new customer standing before you. Then write like you talk.
The second myth of technical marketing is that repetition is terrible. The fear of repetition has led some writers to call a keyboard an operator interface on page 1, a human machine interface (HMI) on page 10 and an input device on page 20. Changing the names for products, services and procedures is like spontaneously changing the names of towns on a map; the map is certainly livelier but your audience is completely lost. Instead of wondering whether the HMI on page 10 is the input device on page 20, your customers should be focusing on your technical message and value. Allow yourself to repeat standard words and phrases.
The third myth is that adjectives and adverbs convince customers to buy. Every company in the world offers exceptional customer service. Just try to find one that boasts about lousy service. Every product seems to be “state-of-the-art” or “unique.” But no one searches online for “exceptional” or “state-of-the-art” or “unique.” Those words take up room that should be devoted to details. What makes your product or service unique? What industry standards prove that your product is state-of-the-art? Try writing your marketing copy without adjectives and adverbs. The copy that results will be stronger and will set you apart from competitors.
The fourth myth of technical writing is that only the people who created the product understand it enough to write about it. Unfortunately, creators are often myopic: they market their own excitement about features and not the benefits and value to the customer. Celebrating an achievement is fine, but every customer asks, “What’s in it for me?” That’s the question your marketing materials have to answer—and answer first.
If you are bogged down in those myths of technical writing, please contact TWP Marketing & Technical Communications. We’ll give you the words you need to connect with your audience.