Copywriting and technical writing compared

Is there a difference in language style between copywriting and technical writing? Most definitely yes, as this article demonstrates.

Technical writers (technical authors) produce technical literature such as standard operating procedures (SOP), user guides, reference manuals and white papers. Copywriters produce advertising copy and publicity copy (also known as marketing communications or marcomms). Typically, that means product brochures, poster advertisements, advertorials, leaflets and mailshots.

The examples in this article show a few fundamental differences between the texts produced by copywriters and those produced by technical writers. At TechScribe, we focus on technical writing; for help with marketing and promotional copywriting, see Marketing communications for software companies.

Language style

The audiences and purposes of the two types of copy are different, and hence the writing styles need to be different.

Marketing copy does not need to be precise. Vague adjectives such as 'large', 'the best', 'cheaper' and 'wonderful' are acceptable. On the other hand, with technical literature, accuracy and completeness is vital. Technical text would be precise:

Large. Instead of this indeterminate word, there would be a number (or a range of numbers)
The best. The criteria for evaluation would be explained
Cheaper. Cheaper than what?
Wonderful. This is just opinion, and is not likely to appear in technical text

Marcomms must be persuasive. So, there are elegant variations on a theme. Synonyms are used with abandon. There are clichés and clever plays on words. Technical texts don't contain such forms of writing. Typically, the text is plain and simple. If a word is used once to mean a particular thing, then it is used throughout the text with exactly the same meaning. There are no puns and there are no idioms.

Structural elements

From a structural perspective, marketing copy and technical copy are often quite different. Technical documentation usually contains copious headings and subheadings, whereas marketing literature does not. Tables and charts are an excellent way of presenting technical information, and they are used extensively in technical documents.

Tables are rarely used in marketing copy. Copywriters often include charts in their documents, but quite often, those charts are provided for visual appeal, rather than as a medium of presenting information. Close inspection often reveals that vital information (such as data values on a scale) is missing.

Marketing communications for software companies

The companies listed in this section provide marcomms services for the software sector. The links are provided in good faith, but you should verify for yourself that the companies can provide exactly the services that you require.

Amanda Jane PR (www.amandajanepr.com) provides specialist marketing and PR services to the software industry: media campaigns, printed publications, web sites and newsletters.

AMC (www.xavieradam.com) provides PR, marketing, and market research for software companies. Companies such as Sybase, NetIQ, 1E and Inclarity plc have all benefited from AMC's expertise in software marcomms.

Chamaeleon Marketing Communications (http://itcopy.com) specialises in copywriting for technology companies. David Rosam wrote the highest pulling direct marketing piece of the Microsoft Windows 95 launch, helped launch SAP into e-commerce, and solved Hewlett Packard's sales force communication challenges.

Derek Harris (www.harriscomms.com) provides media relations: strategy, messaging, media targeting, case studies, and press releases. His clients include software vendors in data management, project management, software development, marketing campaign solutions, and computer based training.