Technical Copywriter

Copywriting and Your B2B Online Marketing Strategy

While there are similarities between consumer copywriting and industrial copywriting, there is one major difference:

Technical people want technical information.

Engineers, managers, purchasing agents and other technical people place a higher value on complex product information than the average consumer.

"Did You Know That There's a Disconnect Between Information Buyers Want and What Suppliers Offer?" Sometimes the hard truth hurts, but statistics don't lie. From Google's mouth to your ears…

"Industrial Buyers Shopping on the Web, But Suppliers May Be Missing the Sale," reads a ThomasNet-Google sponsored survey headline.

While an increasing number of industrial buyers are turning to the Internet and bypassing traditional offline sources such as distributors' catalogues and sales reps, these buyers are likely to find the information lacking. According to the study:

• 70% of buyers expect to find detailed information on product applications and uses, but only half of all sellers' sites (53%) provide it.
  
  
• 74% expect to find product prices, but only 23% of company Web sites offer them
  
  
• 67% want to see shipping information and costs, but fewer than 17% of suppliers provide this with their sites
  

If your Web site does not provide the detailed, technically accurate information that your core buying audience seeks, your greatest competition isn't the gasket manufacturer across town. Your greatest competition is the back button!

Technical Copywriter Accepts Challenge of B2B Web Marketing

With the advent of the modern Internet in 1993, the industry has spawned experts, gurus, charlatans and worse. How does a B2B internet marketer choose someone he can trust when there're so many search engine marketers clamoring for your attention and your dollars?

A copywriter who demonstrates an understanding of your business is the first step.

Writing content both for search engines and humans is the key to higher search engine rankings and more visitor conversions. Depending on your audience, I'll combine technical copywriting with keyword-rich copy so that you gain more targeted visitors who convert to customers.

First Name
Email Address
Phone	Only if you prefer the personal touch
	Yes, I'd like a Web site developed.
	Yes, I need content written for my Web site.
	Yes, I'd like a Web marketing consultation.
	Yes, I'd like advice on launching a blog.

My Pledge To You:

I strive to be technically accurate. I know that industrial marketers sell systems to solve specific problems. Your copy will describe what the product can and cannot do.

I approach numbers with respect. A misplaced decimal makes a big difference to a chemical engineer. All numbers used in industrial internet marketing materials will be checked and double-checked by the writer and by the technical people on the client side.

I use few words. Engineers and managers are busy people. In Strunk and White's classic, The Elements of Style, they recommend that "every word tell." I avoid redundancies, wordy phrases and other poor stylistic habits that take up space but add little meaning or clarity.

I simplify. I have the ability to explain complex concepts and synthesize content into an understandable whole.

I talk to the end users to determine their needs. If you serve more than one industry, this is crucial in distinguishing the unique needs of each market and writing targeted content.

I include technical features with benefit-rich copy as "cause and effect" statements to appeal to the widest range of industrial decision makers.