Turn Technobabble Into Compelling Copy

Over at MarketingProfs, Jonathan Krenz has several writing tips for those of us who must occasionally turn technology talk into understandable prose.

His tips (paraphrased here):

• Start with the business value of a product or service, not the technology details. What’s in it for the end user?
• Write with the reader’s language. If the audience isn’t technical, focus on the benefits and go light on the jargon.
• Create the experience. Show the reader how the product or service will be used – using real-life examples.
• Use the active voice, a conversational tone and specific descriptions. Convey action with your verbs.
• Give the reader context through case studies and other examples.
• Supplement your copy with illustrations, photos, diagrams and other images.

Avoid the tech trap with these solid suggestions. Read the full article here.