The Power of Copywriting in Tech or: How to Convince Your Engineers that Marketing Isn’t Useless
Introduction: Jobs, or Woz?
At WB Creative Consulting, we have been providing copywriting and content production services to Fortune 500 tech brands for the past 15 years. A common challenge we've encountered is the skepticism of tech engineers towards marketing. Perhaps it stems from the Jobs vs Woz dichotomy, where marketers are seen as non-technical individuals who'll say anything to make a sale.
Despite this distrust, one can't overlook the fact that Apple, a tech giant with stellar marketing, is currently the most profitable company globally. It's not just about their closed-loop ecosystem or high markups; they also offer some of the best longevity, reliability, and security among consumer tech brands. Indeed, if you're a technology-first org that wants to compete in today's global economy, you need more than just technical prowess. You need to reach your target customer base effectively, lest you be rendered obsolete by the big legacy market makers.
In this post, we'll explore how great tech copywriting can make or break your go-to-market strategy, and how working with engineers, especially those who hate marketing, can be the secret to success.
Interview with a TRAMP-ire
Our experience interviewing computer scientists, PhD-holding CTOs, and developers with backgrounds in Transparent Remote Access Multiple Protocols (TRAMP) has taught us a crucial lesson. When talking to a technical subject matter expert, it's a mistake to ask them to explain their technology in their own words. They may feel frustrated having to explain advanced technology to a non-technical person and struggle to convey complex topics verbally, as these concepts fit more tidily into circuit boards, lines of code, and hardware schematics.
Instead, we encourage our interviewees to think of an analogy that illustrates the value proposition in a relatable way. For instance, a CTO we interviewed for a web series found it difficult to describe an advanced technology. When prompted for an analogy, he related it to the Transformers toys his kids loved, a perfect metaphor for their product's ability to transform its very infrastructure to stay up-to-date with future upgrades.
This approach empowers our clients to become storytellers who can convey the benefits of their technology in a relatable and engaging manner.
The Innovator’s Enigma
In Clayton Christensen's “The Innovator’s Dilemma,” he describes how successful companies can fail due to disruptive change because they stick to past strategies instead of innovating and adapting.
We’ve observed a similar phenomenon in tech marketing that we call “The Innovator’s Enigma.” Technologists working on cutting-edge products often believe their inventions are so novel they don't require explanation. However, this novelty is precisely why they need to be explained.
This catch-22 can hinder tech organizations aiming to disrupt industries with new ideas. The more innovative a tech product is, the less motivation there seems to be to promote it effectively. The key takeaway? Tech brands that can successfully communicate the benefits and features of their offerings will gain a significant competitive advantage.
Conclusion
The importance of effective communication in tech cannot be overstated. Quality copywriting can bridge the gap between the complexity of technology and the understanding of the target audience. It can make the difference between a product that gathers dust on the shelf and one that disrupts an industry.
If you're ready to harness the power of great tech copywriting, reach out to us at WB Creative Consulting. Let's work together to turn your engineers into storytellers, and your innovative products into market leaders.