What Technical Writers Can Learn From Copywriters

Last week I wrote about the writing skills that copy writers can learn from technical writers.

In the new world of planning customer communications from the perspective of content first and documents second, technical writers can also learn a few writing skills from copywriters.

As a former technical writer myself, I can hear some of you sniffing, "Why would I want to write fluff?"

Because good copywriting (not fluff) can truly help a customer's understanding of and engagement with your technology product or service.

You may already be working with your marketing counterparts more often as marketing activity increasingly relies on Web content -- and on your content development, production, and management assistance. 

But how will this increased marketing interaction affect your writing work?  The matrix below lists some likely areas:

 

Content Skills	How Technical Writers Have Been Trained	What Copywriters Know
Messaging	Limited if any knowledge of marketing message principles and techniques	Messages promote the product and company, but also reflect customer needs and issues.
Search engine optimization (SEO)	Some knowledge of SEO for online content	Required knowledge and skill for all copywriters today; helpful for online content.
Audience segmentation	Focus on users, not decision makers. Skills are applicable, but different focus.	Knowledge of technical and business decision makers, business vs. consumer marketing. Brings a new understanding of user interests and communication needs.
Social media writing styles	Style specifications; standardized vocabulary	Informal style and vocabulary suited to the norms of social media.

Like the skills listed in last week's post, this matrix is just a starting point for our discussion. What other knowledge and skills do you think it should include, for copywriters and technical writers alike?

PS: Whether you are a technical writer or copywriter, you can learn these technical copywriting skills from my book, Copywriting That Sells High Tech.

Comments

[Janice King]

I appreciate everyone's thoughtful comments on this post and the related "What Technical Writers Know ..." post. And good luck for continuing the discussion of these ideas within your companies.

[Al McClymont]

Thanks for your article... we've been informally starting to get our marketing and tech people together, but after reading your posts now can see the importance of formalizing this as part of marketing's regular activities.