Copywriting That Sells High Tech Blog

What Universities Don't Teach You About Technical Copywriting

If you want to become a technical copywriter, or you are already working as one, you'll find only a few college courses on technical copywriting.

And as marketing executive Rand Schulman points out in an article in Chief Content Officer magazine, university marketing programs need to change how they teach critical writing and analytical skills for content marketing. (See Will Universities Evolve?) He notes:

"Put simply: US universities are not adequately training students to meet the needs of business in some of the most sought-after areas of marketing: social media, content marketing and content analytics. Clearly an imbalance exists between skills taught in classrooms and the skills sought in the marketplace."

So how do you develop these skills? Most likely, you learn on the job by using existing materials as models and, if you're lucky, getting useful feedback from a more experienced mentor.

You can also look to books and online resources for lessons on techniques and materials. I wrote my own book, Copywriting That Sells High-Tech, because it was a guide I needed, but could not find, when I was learning technical copywriting.

To begin or continue your education as a technical copywriter, take a look at these recommended resources:

• View a sample chapter from Copywriting That Sells High Tech.
• Check out the books I recommend as Top Books for Technical Copywriters.
• Consider this online college course for technical copywriting.
• Explore and subscribe to this blog to learn about other helpful resources.

How have you learned technical copy writing skills?

 

 

Top Books for Technical Copywriters

 

Does your bookshelf hold the latest pearls of marketing and copywriting wisdom? The classic books that can help you develop well-targeted, well-written promotional content and materials?

Here's my list of "must have" books for technical copywriting today, listed alphabetically by title. (Click on the title to order from Amazon.com)

Writing Guides

Copywriting That Sells High Tech, my own book, is still the only guide written specifically for technical copywriters. It gives you an everyday reference for writing white papers, case studies, data sheets, and Web content to promote technology products and services.

Crafting White Paper 2.0, Jonathan Kantor. This book presents a good overview of new writing and design techniques to use in white papers and other promotional documents to attract and engage readers.

Stories That Sell, Casey Hibbard. Presents clear, in-depth, and relevant guidance on producing case studies and managing customer reference programs.

The Yahoo! Style Guide. If you work for a large company, it's likely that you must follow the writing rules laid out in a corporate style guide. If you don't, then you may need a style guide to follow--both for consistency and clarity in your own writing and to offer guidance to colleagues who write their own text. This book is an excellent resource for both purposes.

Words That Sell, Richard Bayan. This classic presents word lists to describe product characteristics and phrases for many types of promotional text. It is the most-used reference on my bookshelf.

Writing White Papers, Michael Stelzner. A complete and in-depth guide to writing white papers.

 

Information Design

Slideology, Nancy Duarte. Although focused on improving PowerPoint slides, this book is full of great ideas for visual explanations and elements in any type of content. Her other book, Resonate, is also an interesting read about how to powerfully convey information and persuade readers or audiences.

Wall Street Journal Guide to Infographics, Dona Wong. If you frequently interpret and present any type of numeric data, this book is a clear and easy-to-use reference. Each topic includes multiple examples of correct presentation techniques as well as typical mistakes. 

Content Marketing

Content Strategy for the Web, Kristina Halvorson. Presents ideas on framing content management in the business prospective that will appeal to the executives who need to approve your budget.  

eMarketing Strategies for the Complex Sale, Ardath Albee. Great insights for copywriters about how readers view and respond to any type of marketing content.

Snap Selling, Jill Konrath. Terrific insights into the challenges that your salespeople--and your marketing content--face in reaching and engaging prospects.

The Content Rules, Ann Handley & CC Chapman. A good overview of current thought about content marketing.

The Web Content Strategist's Bible, Richard Sheffield. Presents solid information about the nitty-gritty work involved in the new, content-focused job roles that are now assigned to many writers.

 

 

Resources from Copywriters Marketing Roundtable Seminar

Here are the resources that I mentioned in today's interview with Chris Marlow for the Copywriters Marketing Roundtable:

Jan Vermerein book, How to Really Use LinkedIn: http://www.how-to-really-use-linkedin.com/

Google SEO Guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

Recent inspirations for my writing work:

Backroads bicycle tour catalog: www.backroads.com

William Stolzenberg: Where the Wild Things Were

Useful books for the copywriting life:

Janice King: Copywriting That Sells High Tech and Becoming a High-Tech Marketing Writer

Jill Konrath: Snap Selling

            Vicki Robin: Your Money or Your Life (about defining success on your own terms)

            Ben & Rosamund Zander: The Art of Possibility

The voice-recognition software that I use: Dragon NaturallySpeaking

 

 

 

 

 

 

www.google.com/.../search-engine-optimization-starter-guide.pdf