Not all companies require a basic-level copywriter to write product descriptions or simple sales content. Some businesses operate in highly technical or scientific industries, selling to an audience that requires a much deeper understanding of a product’s complexity.
These companies need a technical product copywriter who can distil complex scientific and technical information into a compelling narrative that resonates with their audience.
Case Study: Recently, I had a call with a client who wanted to rebrand one of their solutions. They operate in a highly scientific and technical field, where simplifying complex information is crucial. Their challenge? Communicating their product’s value in a clearer, more compelling way — before they even had finalised R&D results to support differentiation claims. While they were still researching to determine their product’s unique advantages over competitors, they wanted to start shaping a stronger product narrative that their sales and marketing teams could use. This is where I stepped in as a technical product copywriter to help create a narrative that makes the product stand out.
When I work with clients to refine a product narrative, we typically follow five key steps:
1. Understanding the Product’s History and Market Position
We begin by exploring the product’s background — what has worked in past marketing efforts, what hasn’t, and what challenges they face in the market.
I ask questions such as:
- What are the product’s unique selling points?
- How does it fit into the competitive landscape?
- What are the key obstacles in reaching and persuading the target audience?
One of the biggest hurdles for companies in technical and scientific industries is ensuring that a product’s value isn’t buried in jargon. My job as a technical product copywriter is to distil complex information into a clear, effective message that resonates with the intended audience.
2. Conducting a Content Audit
Before rewriting or creating new material, I assess what already exists. This includes examining:
- Product leaflets and landing pages
- Scientific literature or white papers
- Research reports and trial data
- Press releases and industry awards.
This step is similar to a content audit — it helps identify gaps, outdated messaging, and areas that need improvement to align with the new product narrative.
3. Crafting the Product Narrative
Once I’ve gathered all the information, I create a compelling product narrative that aligns with the brand’s voice and ensures consistency across all materials.
4. Defining Key Benefits and Messaging Pillars
A strong product narrative must emphasise the product’s core benefits. I aim to define at least three key benefits, using the rule of three— a persuasive writing technique. Research has shown that people are more likely to retain and respond to information grouped in threes, making messaging more impactful.
Beyond the benefits, I also create three to four messaging pillars that serve as the storytelling foundation. These usually begin with strong, action-oriented phrases like:
- “We prioritise…”
- “We commit to…”
- “We strive to…”
Each pillar is linked to a key message highlighting the product’s unique advantages and how it meets the needs of different target audiences.
Then, once I, as the technical product copywriter, have created the product narrative and the product and marketing managers have approved it, we move on to execution.
5. Aligning Deliverables Across Marketing Channels
A product narrative needs to be consistent across multiple platforms. After finalising the storyline, I work with the client to determine which materials must be updated or created from scratch according to the new narrative. This may include reworking or creating:
- Website landing pages
- Product brochures and flyers
- Press releases
- Direct mail campaigns
- Digital ads and social media content.
It’s important to note that, nowadays, sustainability is often an essential aspect of a product’s story. Suppose the company has conducted a lifecycle assessment (LCA) or sustainability research. In that case, I ensure this information is integrated effectively into the narrative and respective marketing and communication deliverables to enhance the product’s appeal.
Need a Technical Product Copywriter?
A technical product copywriter can transform how a product is perceived in the market by simplifying complex information, emphasising key benefits, and ensuring consistency across all communication channels.
If your company needs a strong technical product copywriter with a background in creating compelling product narratives, contact me today at info@elizabethjoss.com to discuss how I can help shape your messaging for maximum impact.