Keep your audience interested.
Don't over complicate things!

Understandably, one of the most difficult types of copy to write is any text for technical brochures. This is because as engineers see too much detail, they try to include everything they know about their product or procedures. On the other hand, as copywriters are not experts in the area, they can sometimes be a little flippant and gimmicky, using word-clever slogans and not enough technical content.

So, if you are responsible for describing a technical product, how should you approach technical copywriting?

• Keep your readers in mind when writing technical documents. Are you writing for experts or laypeople?
• Keep your brochure’s objective in mind. Are you writing to describe your company’s new design or to convince the public that your product is better than anything else on the market and is well priced?
• Does the reader need to know how to use the product? Thinking about this will help you decide how much detail to include in your technical description.

Some readers will be much more interested in aspects such as new technology that may help their operations, and technical specifications (weight, dimensions, capacity, output); other readers may need information on your product’s history, your company’s competitors, your manufacturing company’s background, financial details, such as outlay weighed against operational benefits, or support and warranties etc. The key here is to remember why your reader will be looking at the information you produce.

• Don’t include too much technical information. Be as specific as you can and keep your text focused — you will not be able to include all of the information you think you need to include —and your reader certainly want to read all of the information you think is necessary!
• Make a list of all of the product’s key features and all of its benefits and ensure that they stand out to catch the reader’s eye. Remember that your audience may not be aware of how your product could help their systems or their operating costs.
• Watch jargon: again, this means thinking about your target reader. You don’t want to sound patronising if you’re addressing experts; you don’t want to sound too technical for lay readers. Again, focus on the audience and the brochure’s purpose and if you are not sure how much technical knowledge the reader may have, explain terms and functions briefly and clearly.

Good luck with your product launch!

If you need help with writing your technical document, get in touch with our technical writers or if you would like to find out more about in-house technical writing training, particularly for help with writing operating procedures and end-user manuals, contact our technical writing training team.

For help with editing existing technical specifications, operating procedures and end-user manuals, please contact: tech@document-doctor.co.uk. Their technical writers have over 25 years’ experience in helping ensure that written procedures are clear and lead to efficient practice.