Roving Report: Copywriting for Tech Clients

Strategies for Success

If you’re a copywriter with a technical background, you’ll find loads of opportunities if you write for the Web.

That was Crystle Pishon’s message on October 16th when she spoke with a group of Wealthy Web Writers. You can listen to the full interview here.

When it comes to high tech, Crystle knows what she’s talking about.

She holds advanced degrees in physics and spent more than a dozen years as an engineer. During much of that time, she was the lead modeling and simulation engineer for a company in the defense industry.

Her job, though, was very stressful and she had a two-hour commute — on a good day. She wanted to be home with her two children.

One day, she opened AWAI’s “Can you write a letter like this one?” mailing and decided to try her hand at copywriting.

Crystle made the leap from full-time employment to full-time copywriting in the fall of 2010, and hasn’t looked back.

Crystle explained that Rebecca Matter encouraged her to leverage her technical experience as the fastest way to find clients and get established.

“I hung my hat on the high-tech world,” Crystle explained, “then narrowed it further to IT.”

There’s a big difference between being a technical copywriter and a technical writer. A technical writer puts together software manuals and instruction booklets. That’s not what Crystle wanted to do.

A technical copywriter, however, writes persuasive copy just like any other copywriter — she just has high-tech companies for clients.

Opportunities are Everywhere

Technical companies need writers for lots of projects, including:

  • Articles
  • Marketing materials
  • Blogs
  • Websites
  • Case studies
  • White papers

Opportunities for writing web copy are plentiful, Crystle told us, because most tech companies don’t understand that their websites need to be persuasive. They don’t understand how to convey information to their prospects in a meaningful way.

Typically their home page is filled with technical jargon, it’s very dry, and it’s all about the company.

“They just don’t understand WIIFM (What’s In It For Me?), or features vs. benefits,” Crystle explained.

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About Susanna Perkins

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2 Responses to “Roving Report: Copywriting for Tech Clients”

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  1. Great article! I’m specializing in environmental & safety, especially water treatment, etc., since that is my background. So far I’ve only had time to do short web content due to my FT work schedule, but I definitely want to learn more about white papers and case studies.

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