Finding a good copywriter can be difficult, but finding a good tech copywriter – well that’s a whole other world. 

Most experienced copywriters will have experience in proofing and editing documents, coming up with catchy taglines and writing engaging, well-researched blog posts. A tech copywriter will have all that same experience, PLUS they will actually understand your technology. 

Speaking from experience, writing about a drink or photography is a different kind of challenge – but most copywriters with any experience can easily pick up those topics and do something really special with them. 

But will all experienced copywriters be able to easily explain the difference between Machine Learning and Deep Learning?

Get someone who gets your business

The tech sector is growing, and it’s a broad spectrum of everything from the different types of technology being developed to the different industries in which these new technologies are emerging. 

From HealthTech, FinTech and AgTech – These sectors are increasingly automating their processes through emerging technologies. Not to mention, HR solutions, online shopping and other areas of business that are looking to improve the way they function. 

Technology isn’t just about finding the new big thing, it’s about making our workflows more efficient and making it easier for users to find whatever it is they’re looking for. 

The tech world is a world of its own

Those of us who work in the tech world know that often when we’re talking to our less “techy” friends, we sound like aliens from another planet…Let alone trying to explain this amazing Whitelabel Saas solution or that really interesting open-source password manager to your mom and dad. 

A lot of the time, our buyer personas are not us. Meaning that they aren’t always “techy” people. This means that we need to make sure that we’re able to take these complex details about our technology and clearly outline the benefits to our customers or users – while ensuring we don’t negate the important technical aspects. 

What sets a tech copywriter apart from the rest

Tech copywriters will have experience working with solutions like yours, or solutions that have some overlapping themes or technology. There’s also a good chance that they will have experience working with “tech people”, like developers or data scientists.

This experience is something that you should be seeking out. It’s having these experiences that help tech copywriters to fit in with your team smoothly and will understand and know exactly how to work with the different roles within your organization. 

It’s also important to point out that it isn’t always just about the technology, but most tech copywriters will also have experience in different sectors – whether it’s with healthcare technology or agricultural technology. 

Benefits of an experienced tech copywriter 

Tech copywriters are not as common as “regular” copywriters, but we do exist. There are a great many benefits that come from working with someone who has previous experience working with tech companies, rather than hiring a junior with no experience. 

The main benefit is obviously efficiency. There is a lot less explaining and teaching about the technology. In our experience, we also find copywriters who have some experience with tech tend to grasp the more complex technology details much easier, as they already have some foundational knowledge from their previous experiences. 

Another benefit: clear and concise copy. All copywriters must first understand what it is that you do, and then be able to relay that information to the target markets. Tech copywriters will already have experience with taking more complex topics and breaking them down, especially related to technology – which means your copy will be clear and accessible from the get-go, rather than various revisions.  

Finding a tech copywriter

There are some effective ways of finding tech copywriters. You can search LinkedIn, go by referrals or use one of the many freelance platforms. Be sure that you take the time to request or view a portfolio or case studies prior to reaching out. 

You want to make sure, not only that a tech copywriter is a good fit, but also that they have the type of experience you’re looking for. 

Well, yes, yes you do! Not all personas are equal, but you absolutely need buyer personas in order to properly understand your target audience and to be able to reach them effectively. 

In many cases, we see buyer personas with detailed information, including things like age, education and how many kids they have. But are the details absolutely necessary?

What should my buyer personas include?

As mentioned before, not all buyer personas are equal – and what I mean by that is – the details you include in your buyer personas should reflect the way your company deals with clients. Not all the details that would be beneficial to one company are useful for another. 

For example, if you are selling a product, like a beverage that promotes a certain kind of lifestyle, then details about the age range and family situations will likely be more relevant. Whereas if you are providing a service like software development, those same details might not be as important – but other details like salary ranges and education will be significant. 

You need buyer personas because they will inform your marketing and sales decisions, but you should also strongly consider what details are most important for your business. Including irrelevant details could bog you down or limit your reach if they become a focus or make your target too narrow. 

Details you can include in buyer personas

Here you’ll find some of the details that can be included in buyer personas but you’re not limited to these alone.

Addressing pain points is vital

One thing that every buyer persona must include is the pain points for each persona. These pain points are the challenges faced by your personas, for which you have a solution. This helps you to target your audience based on their actual needs, rather than some broad assumption about what will attract them. 

The paint points can come from past experiences with previous clients, from user research, from any data you’ve collected on customers or from your gut instincts. It’s usually best to draw from a couple of these areas, rather than just going with your gut, though. 

You also need buyer personas to include the solutions your company offers. Think about the pain points for each persona and what your business does to solve those problems. Is your persona short on time? Perhaps your automated process helps make their daily work more efficient. Is your persona not particularly trusting? Think about the ways that you can build trust, and be more transparent. 

I need buyer personas, but how many?

This will vary from company to company, and business to business, but on average we usually recommend 3 buyer personas. When you create too many personas then it becomes very difficult to target any one of them, and the content you create will be too broad. That, or it will become even more challenging to create enough content to target each persona. 

You need buyer personas to really help you focus on your target market. Narrowing your focus helps to ensure that you are in fact targeting the right people for your product or service and do it effectively – in the right places, in the right way, using the right language. Don’t spread yourself too thin because you could just be throwing content out there that doesn’t grab anyone’s attention at all. 

This is not to say that each piece of content will only target a single persona. In some cases we’ll find that pain points in buyer personas can overlap, so we can create 1 piece of content that targets 2 personas at the same time. 

Start building your buyer personas

The best place to start is to start collecting any company documentation you have, like your Unique Selling Propositions (USPs), Business Model Canvas, any notes from discussions you’ve had about target markets and any information you can collect on past clients (assuming you’ve already had some). 

You can also look to your competitors to get a sense of who they are targeting. You could learn that there are some important differences in their personas versus yours – or you might find that they are missing a key niche market that you could target. 

All of this documentation can help to inform your buyer persona details. 

Buyer personas are not a one-and-done

Like most business documents, buyer personas are also living documents. As the market changes, your business grows or other factors develop over time, so will your personas. 

We recommend that every 6 months to 1 year, depending on your situation, you revisit your personas to see if there are any new insights that might change some of the details in each persona. 

Of course, you might not see any changes at all, but generally speaking, there are usually a few details that you’ll find need updating based on the information you’ve collected and observations you’ve made over time. 

One size doesn’t fit all

It’s so important that your buyer personas are tailored specifically to your company. Even your direct competitors will have some differences in their personas and it’s important to determine exactly what details you really need to include, to ensure that you can effectively and impactfully reach your target market. 

Buyer personas will help to inform your marketing and sales efforts, but also the direction in which your company continues to move or grow. You need buyer personas, and not having them clearly outlined could mean that you’re missing out on opportunities.