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Creative Writing: Techniques for High-Tech Products

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24 December 2020

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Most copywriters don't equate high tech with high creativity. After all, how can you get excited writing a brochure for a hardware or software product when most of the text must be a boring recitation of features and specifications?

However, many high-tech product promotional materials can benefit from a touch of creativity. The trick is to develop a set of creative writing techniques that you can easily use and adapt as needed for each project. The creative ideas in this article will get you off to a great start.

Expand a concept

In many cases, a particular marketing document must include the themes, images, and creative concept of an ad campaign. While you'll want to maintain continuity between related materials, you can also look for ways to extend the creative concept.

Repeating a topic statement, adapting an image, and continuing a metaphor are all possible creative extensions.

Use a new language

Many marketing and public relations materials for high-tech products appear to have been written by the same writer. Certain words, phrases and styles become popular and find their way into marketing departments as fashion trends.

When you tire of the overused latest buzzword, how do you find a substitute that has the same appeal to a reader? And perhaps more realistically, a replacement word that will have the same appeal to the product manager or sales manager who must approve the document?

Develop your own list of synonyms for the outdated marketing jargon that appears in your materials. For example, instead of describing a product as "leading," use one of these words: superior, first-rate, outstanding, remarkable, innovative, excellent, proven, or acclaimed.

Avoid waffles and fries

Two other problems often appear in marketing text: waffle language and couch potato verbs.

Waffling is the impression that any sentence that includes the words "may" or "may" leaves on the mind of the reader. Corporate attorneys love these two words, because they limit the potential liability of the business, by not explicitly promising that the product actually works as described.

In fact, it is appropriate to use the words "may" or "may" if the feature is optional or conditional on an external product or user action. But the marketing message will be stronger if you erase these waffle words and use a clear, strong verb instead.

Another quick way to cushion the impact of a marketing piece is to use any form of the verb "to be." These state-of-being verbs create a sentence that just sits there, like a television addict, passively waiting for readers to generate their own enthusiasm. In particular, sentences that begin "Hay" or "Hay" create a sense of distance that dampens the reader's interest.

Active verbs are the answer to writing a text that will have a more powerful impression on the reader. An easy way to identify TV addict verbs in a document is to find the verbs "es" and "are" and replace them with active verbs.

Paint a picture, tell a story

Determine if the document could be improved using any of these creative techniques:

· Use images as a metaphor, analogy or allusion to something non-technical that will help the reader's understanding.

· Reformatting the document to present the text in a more attractive way or to add diagrams, photos, tables or other visual elements.

· Include customer stories or anecdotes, written with the customer's voice.

· Add humor to language or graphic design; if it is appropriate for the content and the audience, https://www.8techstore.com/.

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