Technical Writing and Copy Writing

By Gururaj B.S. and Sankara Sastry Rajanala

In the last issue of ESP, we introduced the differences between technical writing and other forms of writing. This month, we will focus on how technical writing varies from copywriting and advertising.

A copywriter is a salesperson behind a typewriter, while a technical writer is a surrogate user behind a typewriter.

The primary objective of technical writing is not to be liked – it is to describe a technical topic in a lucid, self-explanatory manner. In their efforts to create an aesthetically pleasing document, technical writers should not lose sight of their primary objective. Readers are put off by technical documents that do not guide them. In technical documents, the key focus is on communicating technical information to meet the needs of the reader. Readers do not read technical documents; they use technical documents. Marketing or selling of the product is not important in this context. Technical writers do not make their documents melodramatic or artificial. They do not use bells and whistles too. Albeit the tone of the document can be informal, technical writers are required to adopt a suitable stylistic technique to get their message across to the reader.

Copywriters use sentence fragments (substitutions, expletives, and pro-forms) in their copies. Look at this short paragraph: "This is the one everyone needs. The only one." While copywriters use such sentences in a copy, technical writers do not use sentence fragments in technical documentation. Actually, this is a technique recommended by advertising experts to shorten the length of sentences used in the copy. Such sentence fragments make the copy interesting and lively. Copywriters also use 1-sentence paragraphs in their copy. Nonetheless, this technique is not acceptable in technical documentation. Technical writers pay close attention to the readability and comprehensibility aspects of the document being written. They use bulleted lists, numbered lists, illustrations, tables, and graphics to enhance the readability of the document. In addition, popular writing guidelines and style rules have remained sacrosanct for technical writers. They do not use broad/ambiguous/hidden pronoun references, delayed or dummy subjects, run-in sentences, and comma splices.

Let us consider another example now. Sentences in technical documents do not begin with a conjunction. Conjunctions, referred to as connectives, facilitate a smooth transition between ideas. Copywriters do not use old-fashioned phrases like “moreover,” “furthermore,” “nevertheless,” and so on. They replace such transitional (archaic) phrases with cute conjunctions like “and” and “but.” “You get a t-shirt for responding to our question. But rules apply.” is an acceptable usage in copywriting because the conjunction “but” makes the tone of the copy conversational. Copywriters use different types of headlines in their copy. They ask a question; they challenge you; they describe something; they give news; and they tell you what to do. A copy highlights or describes the selling points of the product, and a technical document (for example, user manual) describes how to use the product. Technical writers analyze the reader's profile, demographics, and
expectations, before writing a technical document. The writers know about the reader of the technical document. They know what the reader looks for in their manuals or online help systems. Copywriters concentrate on selling an idea. They do not necessarily know who is going to read their copy. They try to make their copy as convincing as possible. On the other hand, technical writers try to make their document as instructive as possible. The goal of advertising is to sell goods. Technical writing is not about selling goods. Technical writers know how to communicate a technical topic in simple English. They know how to write words that instruct. Copywriters should know how to write words that convince the reader to buy a product. They do not know whether what they are writing will be convincing to the reader. Technical writers are not faced with this challenge; they are telling the reader how to use the product. They do not have to make their documents convincing or interesting.

When it comes to marketing white papers or product brochures, technical writers do follow the copywriting style. However, it largely depends on the audience and context. If the marketing white paper is meant for potential customers, the white paper should talk about the unique selling proposition (USP) of the product. In simpler words, USP of your product is something that your competitors do not have.

Ask yourself the following questions:
What is the USP of a technical writer (compared to copywriters or advertisers)? and do I have it in me?

(Please send your feedback to Gururaj B.S. and Sankara Sastry Rajanala.)

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