The Essence of Copy Writing in Technology

Earlier this week, I listed some online jobs and skills that are best to be acquired during this whole mess of a year. I received emails from about 5 readers asking for how those skills can be applied to technology and tech companies.

And to that effect, I’ll be doing an informative series discussing the essence of the best 5 of the 10 skills listed here. As the heading reads, We’ll start with the biggest online cake, copy-writing.

DISCLAIMER: TechSyrub.com.ng is a very huge example of the essence of copywriting in technology.

At TechSyrub, we focus on writing fresh and original content, that focuses on informing, describing, narrating, and bringing to your screen, hot and trending tech updates, and how-to guides of various aspects of technology and technological innovations and inventions. The advantage of a website like TechSyrub to Technology is increasing awareness of new technology trends and gist.

That’s just one, let’s get more of the benefits;

Another major advantage of copy-writing to Technology particularly tech companies is, of course, customer satisfaction.

Let’s take a look at the redesign of Microsoft’s Blue Screen of Death since the Windows 8.

They removed the annoying, complicated hexadecimal codes which were totally freaking their users out. That single paragraph is a huge breakthrough that not only looks better but also gives users a sense of reassurance and regains their trust.

 

Another major benefit is the choice of words. With copywriting skills, many tech companies are now adopting the tone of a trusted advisor. Tech is there to assist us. It’s our partner. In the picture shown below, Mozilla’s use of the word ‘code’ signals a friendly, approachable culture – but it’s a nod to the nerds too.

Let’s see this one:

The secret to selling tech is to help people be ‘a bit better than human.’ This ad from Kano is actually aimed at young adults, but you wouldn’t have guessed it. Good marketing makes people feel at ease with your life-changing (and perhaps intimidating) technology.

Another huge advantage is the proper delivery of hard data statistics and combining them with emotions. In other words, the left brain meets right brain. Slack Messaging app delivered it accurately in their ad.

 

How tech companies handle error pages on their website speaks a lot about how they can handle a crisis (and, of course, distract the customers while they figure stuff out.)

They surprise and charm them by referencing things they love. In this case, GitHub’s audience probably knows the Star Wars script by heart.

 

Generally, When it comes to writing a  copy, the human touch is still vital. Here are some more tips for making a copy that reads as a human being wrote it. This is a useful trick if you’re writing a speech, ghostwriting an introduction that is going to be by-lined to someone else, or just trying to fetch some slippers and a pipe for your copy.

  • Write as you speak. Use occasional colloquialisms. Use everyday abbreviations, such as ‘don’t’.
  • Interview someone. In half an hour, you should get something that only they would say and that sums up the situation perfectly. Some of my best lines came from my clients during interviews.
  • Short sentences. Conversations are rarely made up of paragraphs. It’s more like a David Mamet dialogue. Short and snappy. Well, dog my cats.
  • Short words. As I’ve mentioned before, unnecessarily long words make you look dumb. They also sound concocted.
  • Marketing speak. Words you would not use with your family or friends have no place in people-centered writing. The solution, market-leading, cutting edge, award-winning, optional, etc. etc.
  • Don’t be afraid of humor. I just finished Gore Vidal’s autobiography, Point to Point Navigation, and it has a great gag in it. At a wedding, someone said to him “I’m always a bridesmaid but never a bride.” He replied, “Always a godfather, but never a god.”  Humour and politics separate us from animals. Use it. Just be funny.
  • Replicate speech patterns. You don’t need to write up every ‘umm’ and ‘ah’ but it’s okay to throw in the odd ‘yes’, ‘no’, ‘but’ etc.
  • Embrace the exclamation mark. Yes, I know the grammar Nazis will come and take away my keyboard. But if you want to sound like a real person, you could give it a try. Go for it!
  • Use everyday metaphors. Ground your writing in the familiar.
  • A sense of person, place, or time. Include something biographical or descriptive that shows that an author is a real person. “I’m writing this at the kitchen table…” or “When I was at university…”

 

This is part one of five in the thread on how important our skills can be in technology and, more importantly, tech companies. Stay tuned to TechSyrub for more on this. Kindly share with us any other tips or examples of copywriting in technology.

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