Technical copywriter vs technical writer

I recently added a new technical copywriting page to Buzzwords’ website (buzzwords.ltd.uk/technical_copywriter.htm) in which I discuss the differences between a technical copywriter and a technical WRITER. 

Although this may seem like doing battle with semantics, I feel that the term ‘technical copywriter’ is always going to have a marketing association.  When it comes to the efficacy of online search, this is massively important.  From a webmaster’s standpoint, he will want to select the keyword that best does the business.  For someone conducting the search, they will want to know that the results best match their needs. 

A technical copywriter will likely bring essential marketing skills to the table – if this is what the searcher wants.  If they want someone with the detailed and specialist skills of a technical writer, then the term ‘copywriter’ will dilute the relevance of their search results.  This example alone highlights the shortcomings of search engine optimization (SEO) and keyword research.  For those people who may not be familiar with the word ‘copywriter’ and who are acquainted only with the term ‘writer’ (even in a commercial context), organic listings will do them a major disservice, although it has to be said that a little keyword research could help here!

This is only one example of the potential anomalies that SEO and SEO copywriting can unearth.  To the initiated, it all seems simple.  Get your head down and keep drilling down for the results you want.  For those who may be thrown with something as simple as plural versions of their chosen keyword, they should really be consulting SEO copywriters (and other SEO professionals) who can help them avoid elephant traps that could be costly both in financial as well as informational terms. 

 

 

Freelance Copywriting Offline – Business Sectors

It’s amazing how many people call me with the question: ‘Have you ever worked in… beta blockers/timeshares/materials handling’ – or some other highly specific industry. Any half-way decent copywriter can turn his hand to almost any subject.  That’s simply because it’s experience of copywriting techniques that matters – not the subject matter being written about.  (That can always be researched.)  Just for the record, I’ve worked on some very obscure topics.  Here’s a few of the more ‘mainstream’ sectors:

Travel Copywriting – Upmarket or down dale.  UK hotels or jet-set hideaways.  Brochures, ads and direct mail.  Nothing fazes me with travel copywriting – although it has to be said that this is a more difficult writing genre than many imagine.

Industrial Copywriting – This is a catch-all label for what covers a multitude. If you want to find out about the diversity of UK industry, become a copywriter!  (I did – but not for that reason.)

Financial Copywriting - Banks, building societies, insurance companies, financial advisers, brokers and accountants – Ive written for them all.  Quite a mix, with some pretty impressive names too. 

Property Copywriting – Scene-setting and then getting to grips with the selling points of everything from a one-bed flat to a major mansion house – property writing has its own unique demands.  Brochures, news releases, ads – whatever your weapon, I’ve used it.

Advertising & Design Agencies – I know about agencies.  It’s where I started my advertising career, and I’ve written for hundreds of them since.  I know what agencies want – their target markets, the tone of voice needed.  If you have an agency and you’re reading this, I can probably help you get over the ‘cringe factor’ that comes from writing your own publicity!