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10 Things You Should Expect From Your IT Copywriter
nyone who's ever tried copywriter shares an
marketing IT products or understanding of your domain,
services knows that it's a you'll spend far less time
specialist field. Your customers explaining the benefits of your
in the IT industry have very product or service. Remember the
unique and specific requirements, last time you watched someone
and that means you do too. In glaze over as you waxed lyrical
order to write compelling copy about the wonders of your latest
around your offering, you need a technology? You don't want that
copywriter with a solid to happen when you're briefing
understanding of the IT world - your copywriter. More
someone who's not afraid to call importantly, you don't want that
themselves an "IT Copywriter". happening when your potential
customers read your copy!
So how do you know when you've
found an IT copywriter? And - 2) Technical writing experience
more importantly - how do you
know what to expect from them? Good technical writers are
The following 10 tips will give experienced in bridging knowledge
you a good understanding of the gaps. This means they have to
qualities to look for - the understand the technology, but
things that make a copywriter an they also have to be able to talk
IT copywriter. about it in the layperson's
language. A copywriter with
1) IT background technical writing experience in
the IT industry is likely to have
Perhaps the most beneficial domain knowledge and an ability
quality in an IT copywriter is a to hit the ground running.
solid background of some sort in They'll be quick on the uptake,
the IT industry. If your so they'll understand your
product or service more rapidly count for SEO. Ask them whether
than most. they prefer long sentences or
short (and hope to hear "short").
Of course, not every technical
writer is a IT copywriter. You 3) Further Education
need to be sure they can write
compelling copy - not just dry IT products and services are
instruction manuals. Take a look generally very complex in
at their samples and testimonials themselves. What's more, the
before making a decision. needs of the end-customer are
also very complex and unique.
The other important consideration This means there's normally quite
- especially if you're after a a steep learning curve for anyone
website copywriter - is, do they new. Ask your IT copywriter if
have online writing experience? they have tertiary
Writing for an online medium is qualifications. It's not
entirely different to writing for essential, and - by itself - it's
print. Readers have different no guarantee of quality copy, but
requirements and objectives, and it's generally a good indicator
reading conditions are very of someone who's been trained in
different. Many technical writers the art of learning (i.e.
have written online help, so they researching, information
should know how to cater to these filtering and modelling,
differences. To be sure, ask them knowledge retention, etc.).
to recommend a maximum page
length or word count per page. The flip-side of that coin is to
The correct answer should include be wary of people who are
some comment on the trade-off technically qualified. Don't
between the problems of scrolling discount them on sight (many
and the need for a high keyword technical people have made great
IT copywriters); just remember 5) Marketing Experience
that technically trained people
have a tendency to take a lot of Actual marketing experience is a
things for granted when speaking big plus. It brings with it a
to lay-people. Your IT copywriter broader understanding of
needs to be able to understand strategic marketing and the
the technology and its realities of working with a range
complexities, but still relate to of challenging people and
the issues of the non-technical evolving products and services.
customer. Look for an IT copywriter with
corporate experience as a
4) Management Experience marketing manager or marketing
coordinator, or someone who runs
Anyone with management experience a copywriting business with a
- at any level - has dealt with heavy marketing focus.
decision makers. They may even
have been a decision maker 6) Testimonials
themself. In any form of
promotion, you need to appeal to Anyone can call themselves an IT
the decision maker. Your IT copywriter; few have the client
copywriter needs to develop an testimonials to prove it.
understanding of the needs, Testimonials are a great way to
influences, pressures, problems, validate your IT copywriter's
work environment, and constraints claims. Ask to see some and read
of your typical decision them carefully. Don't just look
maker(s). The more understanding at the company name and logo. You
your IT copywriter brings to the need to determine if the clients'
relationship, the less time words back up the copywriter's
you'll spend schooling them. claims. And make sure the
testimonial relates to the type
of work you're commissioning (or commissioning them.
something with similar
requirements). 8) Understand Benefits
7) IT Samples Your customers aren't interested
in what you do; they're
The proof is in the pudding. interested in what you can do FOR
ALWAYS ask potential IT THEM. In other words, they're
copywriters to send you samples interested in what benefits your
of their work. And - as with product or service will deliver.
testimonials - don't be fooled by How will it make their day
flashy packaging, big names, and easier, more enjoyable, less
recognisable logos. Read the stressful, safer, or more
words. Are they relevant to your profitable? Identifying benefits
project? Do they convey a clear is one of the hardest tasks in
understanding of the subject any advertising project. In fact,
matter? Do they convey benefits many people rely on their
or just features? Are they copywriter to help them uncover
written in a style that you find the most compelling benefits.
easy to read, yet compelling? And Does your IT copywriter truly
after you've read the words, understand the benefits you're
double-check exactly how much promoting?
input the copywriter had in their
writing. Not all copy is written 9) Contributes value
from scratch. Some copywriters
work in teams, and others do more A good IT copywriter should have
editing than writing. Make sure solid professional experience.
you get a clear understanding of They should bring value to your
your IT copywriter's abilities marketing push which goes far
and experience before beyond the written word.
Strategy, tactics, imagery, Traditionally, copywriters have
contacts, anecdotes, corporate been seen as a small cog in the
identity... Your IT copywriter big advertising machine. As a
must bring more to the table than result, most copywriters have
grammar and punctuation. Expect risen through the ranks of
them to make suggestions, not generic advertising agencies.
simply take notes and say "Yes". These days, however, more and
more people are sidestepping the
10) Plus all the normal agency and going direct to the
copywriter requirements... copywriter. This approach gives
them consistency across all of
Of course, your IT copywriter their written collateral, more
must be able to satisfy all the compelling and engaging copy, and
normal copywriter requirements. more responsive service. Within
Ask for a contract of works to be the industry, this change means
completed, a time estimate, a that copywriters aren't confined
plan of attack, a CV, and SEO to ad agencies, and are able to
copy skills (if search engine specialise. The end result to
presence is important to you). you? While finding a good IT
For more information about what copywriter with an IT background
to expect from a normal is still a big challenge, it's
copywriter, see certainly becoming easier. You
http://www.divinewrite.com/websit simply need to take the time to
ecopywriter.htm. ask the right questions.
Conclusion Good luck.
About the Author:
* Glenn Murray is an SEO copywriter and article submission and article PR specialist. He is a director of article PR company, Article PR, and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.DivineWrite.com or http://www.ArticlePR.com for further details.
Read more articles by: Glenn Murray
Article Source: www.iSnare.com
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