You might be committing the 3 deadly copywriting mistakes when selling software and technology, and not even realize it!
Have you ever gotten excited talking about your latest and greatest piece of technology or software, only to have people’s eyes glaze over while patiently waiting for you to finish?
In this all too common scenario, there is an important lesson that almost every marketing director or CEO fails to grasp, to the untold detriment to their business.
It’s great when you know your product inside and out; its blueprint or design, how it is constructed using what parts, and all aspects of every functionality.
But when selling a technical product, it is easy to fall within the trap of talking to your target audience as if they know as much about the product as you do. Nine out of ten times, your target audience will be non-technical stakeholders such as C-level executives, department directors, and the average layperson with money to spend. The remaining one in ten is usually a senior engineer who advises the CEO. This is a common copywriting mistake to make.
Getting overly technical is the best way to lose your non-technical audience. And any potential sale is blown before it even begins to materialize.
This type of mistake in sales and marketing is almost impossible to recover from.
Unfortunately, many companies make the very same mistake in their written copy that intends to sell their software or technology products. This includes website content, case studies, white papers, press releases, product descriptions, brochures, direct mailers, and email marketing campaigns. These are often so dry and technical that they hardly ever get read in entirety. Billions of dollars’ worth of potential sales are left on the table as a result.
To understand what it takes to sell software and technology, one must identify the key problem with selling such products.
Explaining how software and technology work in a way non-technical stakeholders can immediately understand the benefits.
To solve this problem, one must understand the underlying premise of successful technical sales:
Customers will never buy software or technology if they do not understand how it works to their benefit.
The last three words above are key. It is one thing to get people to understand how technology works, but it is another to show how they benefit from it. These benefits, as the customer views them, could be how they save time, make more money, increase their efficiency or productivity, and make their lives easier.
Top Three Technical Copywriting Mistakes
1. Getting Too Technical
Nothing halts the sales process faster than putting a potential buyer to sleep with boring and overly technical copy. There is indeed a time and place for writing about all the technical aspects of the product — user manuals, documentation, product specifications, etc. But pre-sale technical copywriting is neither that time nor place.
There is a difference between technical writing and technical copywriting because user manuals and specs are intended to guide the user after they already purchased the product. Technical writing does not involve any sales writing techniques.
2. Not Understanding the Target Market
Not all customers are looking for the same things, so using the same one-size-fits-all pitch on everyone will hurt your sales. It is vital to understand exactly what your target customers are looking for.
If the strategic fit between you and your target market is excellent, tailoring your pitch specifically to that market is guaranteed to boost your sales.
3. Neglecting To Clarify How the Product Works
One of the conventional copywriting rules is to sell the benefits, not the features. However, the most effective technical copywriting deviates slightly from that rule. Clarifying the features and how they work is also important because that makes the benefits much clearer and more believable.
The mistake that most copywriters make with technical or software products is going too heavy on persuasion at the expense of clarification, thus hurting their credibility—and your own.
When selling technology or software to potential customers, the last thing you want to do is get too cute or clever with words. This comes across as off-putting, neither enlightening nor convincing. Your customers need to understand how your product works to see its benefits and value.
Clarification Is Paramount
As someone who is fascinated with technology and holds a degree in IT, I have spent my entire career surrounded by all kinds of technology and software. Throughout those years, I developed a valuable skill: explaining complex technical concepts clearly to the average layperson in a way they could easily understand.
When I write, not only do I persuade your customer to buy your offering, but I also clarify how it works to benefit your customer. I do not merely rattle off a bullet list of benefits. I explain how your product works and illustrate how your customers would benefit.
As your copywriter, I have written product descriptions, white papers, case studies, and website content to clarify how tech products work to benefit my clients’ customers.
I make it very easy for laypeople and non-technical stakeholders to understand how your product works—and more importantly—get them to buy it. I have delivered the following to help clients grow their business and sales revenue:
- White Papers
- Case Studies
- Resource Page Content
- Email Marketing Campaigns
- Well Designed Landing Pages
- Thought-leadership Articles
If your sales or revenue are not where you want them to be, your copy reads a bit dry or technical, or your customers still aren’t clear on why they should buy your product over a competitor’s, you might be making copywriting mistakes you aren’t even aware. Contact us, we can help.