Translating B2B tech into human language is an art form. Like most art, it's easy to get lost in the details while forgetting about the story behind it. And when your muse isn't available, looking back to the classics can help you move forward. Here are three Latin rules to keep your technical content sharp, relevant, and readable!
The biggest trap in tech marketing is writing for yourself, not your reader. Engineers love to talk about features, documentation, and configuration. And we love them for it. But most business leaders don't care about the how; they care about the why.
Before you write a single word, ask yourself: ‘Cui bono?’ Who actually benefits from this? Features are cool, but they need to have concrete benefits. Costs savings, revenue growth, happier customers, ... if it's something your audience can relate to, you stop boring and start convincing.
If you can't explain it simply, you don't understand it well enough.
Most technical solutions need to be customised to work great, and technical copy is no different. There is no one-size-fits-all content! A CTO or CEO needs different information than an architect or a developer. If you try to please them both in one paragraph, you'll probably end up boring or annoying them both.
The solution is to do as the Romans do, or at least how they used to. Divide et impera: divide and conquer. And in copy terms, that means layering your information.
Start with the high-level business value for decision-makers. Then, peel back the layers to reveal technical details as you go deeper. Use executive summaries upfront and technical appendices at the back. Don't overwhelm your audience, guide them!
Authenticity builds trust. If you've read other pages on our website – and you should, they're great – you'll know that we're constantly repeating it like a mantra. And there's a good reason for it: if you're trustworthy, people will buy from you.
In the tech world, authenticity means being transparent about what your solution does. And, maybe even more important, what it doesn’t do. So, make sure to communicate bona fide. Be honest about preferred use cases and limitations. This will show that you're a partner, not just a vendor.
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