22 Aug Making software copywriting clear to non-technical customers
Copywriting is essential for any business wanting to make clients’ aware of their services and products. In the software industry, however, writing about what you do in a way that actually connects with your audience can be a difficult task. Software is such a complex product: from the coding to the UX tweaks, there is a lot going on behind a veil of technical wizardry that readers (that is, the clients) might not be able to appreciate, let alone understand.
When writing software copy, you’re trying to strike a delicate balance. You need to make sure that your message is clear to non-technical customers, so they can understand what it is you’re offering. However, you also need to use the right terminology to establish that you are an expert to whom your customers should listen.
So, in this article we will give you some tips and tricks on how to achieve this balance.
Keep it simple
As Einstein is said to have said: “Everything should be made as simple as possible, but no simpler”. When it comes to making your software copywriting clear to non-technical customers, one of the most important things you can do is use simple language. When in doubt, always err on the side of simplicity. This means using short sentences, avoiding AOS (acronym overuse syndrome) and employing analogies where you’re building arguments from conclusions whose premises are already at the limits of the readers understanding.
The goal is to make your copy accessible to the level of understanding and informational needs of the people who have the budget to spend. This does not, however, mean dumbing down your message. If you are selling B2B software solutions, it is a guaranteed bet that your audience is pretty intelligent, they just lack your technical chops. Avoid jargon and technical terms unless they’re commonly known (such as CPU or RAM).
When you do need to use technical terms, make sure to define them in non-conceptual ways. Often, the easiest way to do this is by likening their function or relationships to real-world objects – something that IT has been doing for decades already. It’s precisely why the fundamental user screen of most operating systems is called the “desktop” or “home screen” and not something like “simplified application and file initiation interface”.
Be concise
Another important tip is to be as concise as possible. This means getting straight to the point and avoiding filler words or unnecessary detail. In the software industry, time is of the essence: your customers don’t want to wade through paragraphs of text to find out what you do (or, indeed, to read masses of text and yet remain baffled as to what “solutions reactivation leadership” means).
Your readers will usually be out of their depth when engaging with an expert like you. This means they’re looking for their bearings. So help them! Give them some sense of things. They want to know quickly and easily what it is that you offer, and how it can benefit them. So make sure your copy is direct and to-the-point. Get rid of anything that doesn’t contribute directly to that message.
Use active voice
When writing software copy, use the active voice wherever possible. This means making the subject of your sentence the verb, rather than the other way around. For example, “Our software helps you to save time” is written in active voice, whereas “You can save time with our software” is written in passive voice. Active voice is more direct and easier to understand, so it’s a good idea to use it where possible.
Benefits, not features
Your customers don’t care about your features – they care about how your product or service can benefit them. When you’re writing software copy, focus on what users are getting, not what the software is doing. Example: “Our software is easy to use” is a feature, where “You’ll save time and hassle” is a benefit. Benefits are what will ultimately make your customers want to use your product, so make sure to focus on these.
Tell a story
People are naturally drawn to stories, it is the main way we turn information into knowledge. So, your copy should tell a story. This could be a personal story about how your product has helped you. It could be a case study about how it’s helped one of your customers. However you do it, there are really only three things you need to achieve: establish the problem, outline the solution, explain the results. Include those three elements and you have “a story”. Stories are an excellent way to connect with your readers and make them see the human side of your business. They also make your copy more memorable, so it’s worth taking the time to craft a good one.
Use images and screenshots
Images and screenshots are also a great way to make your software copywriting more engaging and easier to understand. Sometimes an image can say more than a thousand words, so don’t be afraid to use them where appropriate. And, for graphs and diagrams, well, some concepts just make more sense when presented visually rather than explained verbally. Imagine trying to use words alone, instead of a flowchart, to guide a reader through a system that has multiple branching paths.
Use positive language
When writing software copy, it’s important to use positive language throughout. You want to instill confidence in your potential customers. Positive language is a great way to do this. For example, instead of saying “our software doesn’t crash,” you could say “our software is stable and reliable”. This small change in wording can make a big difference in how your customers perceive your product. So make sure to choose your words carefully!
Call your audience to take action
Make sure to call your audience to take action. This could be signing up for a free trial, downloading a white paper, or anything else that you want them to do. If you don’t tell your customers what you want them to do, they’re unlikely to do it. So make sure to include a strong call-to-action (“CTA”) in all of your software copywriting. A CTA should definitely be included at the end of your piece, but it is even better if you can weave several CTAs throughout your copy. Make sure your call to action is relevant to the content of your article and that it’s clear how taking action will benefit the reader. Your CTA should be clear and concise, tell your customers exactly what you want them to do and be clearly visible.
Proofread your copy
After you’ve written your copy, it’s important to proofread it carefully before publishing. This will help to ensure that there are no errors or typos, and that your message is clear and concise. Take the time to read over your copy several times, or have someone else read it for you. A fresh set of eyes can often spot errors that you’ve missed.
Engage a professional software copywriter
You’re an expert in your industry. You can write code, develop solutions and make things happen that look like digital magic to outsiders. But when it comes to copywriting, it might be better to engage a professional who can help you communicate your message in a clear and concise way. A professional software copywriter will have experience crafting compelling copy that speaks to your target audience. They will also be able to help you with things like proofreading and editing, ensuring that your final piece is error-free.
So there you have it! If you want to make sure your software copywriting is clear, engaging, and easy to understand, then follow these tips. And if you need some help, don’t hesitate to contact the team at Search and Site Authoring for assistance. We are skilled at producing content which will engage your audience and lead them to take the action you want. Contact us today to find out how we can help take your business to the next level.
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