Should I Use a Copywriter or a Technical Author?

Should I Use a Copywriter or a Technical Author?
Before your business employs a writer, you need to determine exactly which kind of writer you require. To do this, you need to understand the roles of both the professional copywriter and the technical author. Both types of writer can provide excellent business communication, and although both disciplines require a superb understanding of the target audience and expert language skills, there are subtle differences in their styles and goals.
A copywriter writes persuasive copy that is intended to sell your product or service. It may well be highly technical, but ultimately, its goal is to make a sale. The copywriter will:
? Present your products or services in a way that entices the reader to buy
? Use words that create an emotional response and grab the attention of the reader
? Highlight the benefits your products and services provide
? Provide details to your customers that reassure them that your product is the right product for their needs
? Inform your customers about the action they need to take to make a purchase.
Copywriting is short, snappy, and designed to attract the attention. Quite often it has a chatty tone and consists of lots of short sentences. It grabs the reader’s attention, provides information about a product or service, and persuades the reader to take action; to buy.
A technical author (technical writer) writes slightly differently as the copy has a different purpose. The technical author’s role is to educate rather than persuade. The technical author will:
? Explain the various parts of your product or service
? Describe how to use your products and services to achieve various effects
? Present information not only on the workings of your product, but also the concepts—good technical writing explains not only how to use a product, but also describes why a particular action is required and the consequences of that action.
? Use step-by-step procedures and diagrams to explain how to use your products and services.
Good technical writing will also use short, concise sentences. However, it may be less colloquial and more formal. It should also present information in a simple style, removing ambiguity. Its purpose is to educate, not sell.
Of course, there are certain areas where the role of copywriter and technical author merge. A good copywriter may use information about the workings of your products and services as a sales tool, for example, if ease of use is a major selling point of your product, then a copywriter will highlight that. Similarly, a technical author will strive to highlight the benefits of each product and service feature, while skilfully avoiding or providing minimal information about weaknesses in your product.
All information that your business provides to customers and potential customers should be designed to sell your products, services, and corporate identity. Just as a brochure should sell an idea, a service, or a product, a user manual should present information that is clear and user-friendly.
The decision you make about enrolling a copywriter or technical author should be based entirely on the purpose of your required information. If you need promotional material, you should use a copywriter; if you need documentation that explains how to use your products, you should use a copywriter. However, the most important factor is that you employ an excellent writer. A strong, versatile writer will be able to adapt to the needs of both types of business communication.
StrayGoat Copywriting provide excellent copy at affordable rates. Our freelance copywriter is not only a copywriter but also a technical author with experience of working in the engineering software industry. He has a BA Hons Technical Communication degree and is a versatile writer capable of producing superior copy. He has produced promotional copy for brochures, optimised web sites, direct mail, newsletters, press releases etc., and has also written several reference guides, training tutorials, and online help systems for the engineering industry. He is comfortable writing for any markets, including technical industries.
If your business needs high quality copywriting, please visit our website at www.straygoat.com or contact our copywriter directly at craigwright@straygoat.com.