Marketing IT products or services is no ordinary task—it demands a unique approach. IT clients often have specialized requirements, and to write compelling copy that resonates, you need a copywriter who understands the industry inside out. Enter the IT copywriter: someone who combines writing skills with technical knowledge. Here’s what to look for to ensure you’re choosing a copywriter who can deliver results in the IT world.
Background in IT
A background in IT is invaluable for an IT copywriter. They’ll already understand industry-specific terms and concepts, so you won’t have to explain every detail. This familiarity reduces the risk of disconnect and helps ensure they can dive into your project without needing a lengthy orientation.
Technical Writing Experience
Effective IT copywriters know how to bridge knowledge gaps. They understand the technology but can also explain it in simple terms for non-experts. Look for someone with technical writing experience, especially in IT. A good technical writer will grasp your product’s functionality quickly and articulate it in a way that resonates with readers. If your copy is going online, make sure they understand the nuances of web copy, as writing for digital media has its own set of challenges.
Formal Education
Education can provide an edge in handling the complex world of IT products and services. While formal degrees aren’t a requirement, they can signal a level of dedication and aptitude in research, information processing, and retention. However, a technical degree alone isn’t a guarantee—some technically trained people struggle to communicate to a non-technical audience.
Experience Working with Decision-Makers
A strong IT copywriter understands the decision-makers who will evaluate your product. They’ll have a feel for the pressures, constraints, and challenges facing those in leadership positions. By considering the perspectives of these decision-makers, an IT copywriter can craft messages that appeal to their specific needs.
Marketing Experience
Experience in marketing is a big plus for any IT copywriter. This background helps them grasp strategic marketing concepts, brand messaging, and audience targeting. A marketing-minded IT copywriter will be better equipped to incorporate broader business goals into their writing and align your message with your overall marketing strategy.
Client Testimonials
Testimonials provide a window into a copywriter’s track record. Ask to see client feedback and evaluate it critically—don’t just skim for big brand names or fancy logos. Check if testimonials confirm the copywriter’s ability to handle similar projects and deliver on promises. Look for testimonials that specifically highlight expertise in IT or technology-focused work.
Relevant IT Samples
Ask potential IT copywriters for samples relevant to your project. The quality and relevance of their previous work are telling. Are the samples easy to understand, yet informative? Do they convey both the technical details and the end-user benefits? Ensure that the copywriter was directly responsible for the work, as some may have edited rather than authored the copy.
Focus on Benefits
Your customers don’t just want to know what your product does; they want to know what it does for them. An IT copywriter must be able to highlight how your product will make life easier, more efficient, or more profitable for the user. Crafting this value proposition is crucial, as many clients look to their copywriters to identify the most compelling benefits.
Added Value Beyond Writing
A great IT copywriter doesn’t just write; they contribute value to your overall marketing strategy. They bring experience, ideas, and strategic thinking to the table. Expect your IT copywriter to make proactive suggestions rather than simply following instructions. They should contribute ideas on messaging, imagery, corporate identity, and other aspects that support your brand.
The Usual Copywriting Skills
Beyond IT knowledge, your copywriter should fulfill all standard copywriting requirements. They should be comfortable with SEO if online presence is a priority, and be prepared to provide a work contract, time estimates, and project plans. Check their CV and confirm that they bring the right blend of technical know-how, writing skill, and professionalism.
Conclusion
In the past, copywriters were often seen as a small part of the advertising machine, many coming from general agencies. But more and more companies are choosing to work directly with specialized copywriters, which offers them consistency, focused expertise, and higher quality copy. The rise of the IT copywriter makes it easier than ever to find someone who combines technical knowledge with excellent writing skills. As long as you know what qualities to look for, finding a strong IT copywriter is within reach.
Best of luck in finding the perfect fit for your IT marketing needs!
