Technical copywriting
Credible and persuasive

We’ve worked for some of the world’s biggest technology names, including IBM, Honeywell, Cisco, Siemens, Landis+Gyr, Telstra, Caltex, Bigpond, MYOB, Reckon and Virgin Broadband. And for a lot of technical startups.

Not a surprise, really, considering Glenn, our Managing Director, was a technical writer in the software industry for 9 years before starting Silver Pistol in 2002. In other words, he’s been writing technical copy for 27 years!

In fact, most of our work is technical copywriting. Here’s a snapshot:

There’s a big difference between technical copywriting and other forms of copy

The most obvious is the subject matter. To write about anything technical – whether it’s IT, mechanical, scientific, medical or financial – your copywriter must first understand it.

That’s true of any subject matter, obviously, but when it’s technical, it’s usually a much steeper learning curve.

So technical copywriters
are different too

Your technical copywriter must:

  • Be naturally curious
  • Be able to acknowledge and embrace their own ignorance
  • Be happy to ask questions and reveal their ignorance
  • Know what questions to ask, how to ask them, and who to ask them of
  • Command the respect of your technical subject matter experts
  • Be able to explain the purpose and importance of their questions to non-marketing types
  • Know how to interpret the answers to their questions
  • Be obsessive about teasing every last detail out of the answers
  • Be able to deep-dive in a very narrow subject matter area, without a broad knowledge foundation
  • Know how to research independently
  • Have the qualifications and experience to fill in a lot of gaps

But that’s just step one. Step two is to make sense of the information they’re provided. Your technical writer must also:

  • Be able to recognise and articulate the subtle differences that are often your most significant differentiators
  • Be able to identify details that your technical subject matter experts have failed to provide
  • Be able to consider the aspects of the subject and its potential applications that you may not have considered, yourself

But technical copywriters still have to be persuasive

Step three is to pull it all together, and convey the right message to your readers. To translate – or, more accurately, distill – your technical subject matter into copy that’s not just easy to read and understand, but also engaging and persuasive. (Incidentally, this is a key distinction between technical copywriting and plain technical writing. Technical copywriting sells the sizzle; technical writing is all about the steak.)

Which DOESN’T mean explaining all the technical stuff

For the copy to be persuasive, the reader must be made the star of the show, and technical detail relegated to context. It’s the backdrop.

Interestingly, this is precisely where most writers go wrong; they painstakingly explain every last detail of the technology. But it’s aimless, because they don’t fully understand either the product or the audience, so they over-emphasise what they do know, gloss over what they don’t, and subtly miss the mark in the process.

A truly proficient technical copywriter, on the other hand, will resist the temptation to blurt out all the details and, instead, will convey the benefits of your offering in precisely the way your reader requires. Because they understand the finer points of the subject matter and what, exactly, the reader is trying to get out of the copy and the product or service itself.

But it DOES mean writing credibly

Of course, it’s still vital that your copy conveys credibility and authority, so it must contain some technical detail. Perhaps a lot. But that detail must be included strategically and with intent. And it must be expressed using the right language, metaphors, jargon and social idioms, in the right ways at the right times.

This is particularly important when you’re writing for technical audiences. They possess an uncanny – almost supernatural – ability to detect technical imposters.

And they don’t take kindly to them.

In other words, your technical copywriter must be, at once, both expert and reader. The former very knowledgeable, the latter probably quite ignorant. No mean feat.

So not everyone’s
cut out to be a
technical copywriter

Naturally, with all of these challenges, technical copywriting isn’t everyone’s cup of tea. It requires a very logical and systematic way of thinking, the ability to learn fast, and an affinity for technology.

It helps if you have broad exposure to a lot of different technical subject matter (ideally hands-on). And experience working in technical environments, with technical people.

It also helps if you have experience with plain technical writing. It’s not essential, but there’s definitely something to be said for having years’ of practice explaining technical stuff in plain English.

And finally, it helps if you love it.

Meet our specialist

technical copywriters

A long list of technical clients,
both big...

  • Cisco
  • Honeywell
  • Siemens
  • Schneider Electric
  • Caltex
  • MYOB
  • Reckon
  • Westpac
  • Commonwealth Bank
  • Telstra
  • Virgin Broadband
  • Bayer
  • IBM
  • Computershare
  • Harris Technology
  • Kimberly-Clark
  • Appliances Online
  • Britax
  • j2 Group
  • SMS Management & Technology
  • Netstarter

...and small

  • Fertility Science
  • Bayside Psychotherapy
  • Leverage Technologies
  • Cloud Networks Australia
  • Avolution
  • Easeware Technology Limited
  • Visionary Digital
  • Tickbox
  • Darzin
  • Loanworks

See some samples of our technical copywriting

Take a look at the technical copywriting samples below, or check out our full copywriting portfolio to see if we’re the technical copywriters you’re after.

The best copywriter I have met. When it comes to making a bunch of complex points in a single short paragraph, and making it friendly and compelling, Glenn’s the best in the business.

John Winning Picture John Winning

CEO, Appliances Online

Love it! We've been trying to get high quality content marketing for years, and you're the first team that's been able to deliver it. It hits all the important and subtle points, and it's all technically accurate. Very happy!

Angelo De Silva Picture Angelo De Silva

Regional Marketing Director APAC, j2 Global

As SMS Management & Technology embarked on a program to more effectively convey who we are and what we do within our marketplace, we needed the assistance of a capable, experienced and professional copywriter to ensure these messages were written in a clear and concise manner for our new website. Glenn and his team brought a degree of professionalism and talent to this engagement that met and exceeded the very high expectations set by our business. At a time when online users won’t tolerate excessive or unclear information, Silver Pistol has helped to ensure that we engage our clients and potential clients from the very outset. We look forward to working with Silver Pistol again.

Matthew Kaufman Picture Matthew Kaufman

Marketing Director, SMS Management & Technology

A year ago, I was tasked with refreshing the Loanworks brand and building the marketing function from the ground up. Over this time, I’ve engaged Glenn and his team to deliver multiple projects involving copywriting, design and web development. Glenn’s completed a wide range of tasks for Loanworks from project managing our new website, to creating animated videos, to developing ads, eDMs, brochures and whitepapers. And I’ve been thrilled with the results! The quality of his work is excellent - second to none. I’ve found him to be insightful, motivated and passionate - a joy to work with and a huge asset to our team. I can’t recommend him highly enough.

Stephanie Drewe Picture Stephanie Drewe

National Marketing Manager, Loanworks

If you want the best, you’ve found it. You would be lucky to find a better outfit than Silver Pistol. The combination of copywriter and designer is a definite mix for success. Each can more than hold their own in their craft of choice but where the true web magic happens is when they work together. Very easy to work with, laid back guys, I found they relate well and that’s why I will continue to use their services. It’s just easy. One size does not fit all in www-land and they truly have the unique creative streak required to thrive in this industry and deliver the best possible results! You want more? Give me a call!

Damon Joseph Picture Damon Joseph

Owner, Cloud Networks Australia

Wow what you pulled together is fantastic, thankyou Glenn. You are a very talented man. Thankyou for what you have created for me. It makes sense, is accurate and reflects me and my way very well.

Dr. Jaime O'Sullivan Picture Dr. Jaime O'Sullivan

Founder, Fertility Science

Thank you for all your work. I am done adding feedback to the document. As you can tell based on my comments in text, I am very very happy with it! And, yes, I do appreciate your hard and additional work and I do love you for it! ; ) I think there will be a more work coming your way in the future.

Dr. Florian Feucht Picture Dr. Florian Feucht

Principal and Founder, Thinking Habitats

Thank you for all of your patience and the great work you did for us. You were so easy to work with and accommodating of all our issues, and you did a great job of translating what we needed into an end product!

Allana Christie Picture Allana Christie

Director Operations, Community Services NSW

We had attempted on three separate occasions to roll out new web and brochure content that was worthy of our product. Glenn and his team at Silver Pistol provided us with web copy and brochure copy that has truly made us stand out from our competition. We’d always been worried that an external advertising copywriter would have difficulty capturing all of the product benefits and features. But when we received the first draft from Silver Pistol, we stopped worrying. What’s more, it was a simple process. We supplied some existing material, and Glenn filled in any knowledge gaps through regular communications. The proof is always in the results, and I have to say that since Silver Pistol re-wrote our copy, the number of leads from the website has increased by over 100%. Thanks Glenn… you make us shine!

Roo Wright Picture Roo Wright

Founder, Wag.io

The best copy that I have ever read!!!! PERIOD!!! In all my years, and all the different people I have ever worked with, I have NEVER had an entire project go so smoothly. I expected it to take a ton of effort on my end educating the writer, not to mention the months I was planning on spending with the writer going over every little detail until it was up to my standards. Instead, it turned out to be the easiest project I have ever overseen. You have become our creative backbone. It’s simple enough; without you, we wouldn’t be able to do it… you’re much more of a partner to us than a copywriter.

Ron Slavick Picture Ron Slavick

Director, Proleva

Since Volante merged with IPEX, we have had a driving need to further identify and clearly articulate our position to the marketplace. I have engaged Glenn as the advertising copywriter to make this happen. My stakeholders really respond to Glenn’s expertise and meeting facilitation, so he is able to distil our position and benefits quickly and efficiently.

Simone Wakelin Picture Simone Wakelin

Marketing Manager, Volante Group

Brilliant.

Warwick Hall Picture Warwick Hall

Chairman, Pearing

Great job guys – a brilliant result. The team here loves the new website – you have delivered exactly what we asked for and more………on budget and on time. If ever you need a reference feel free to send people our way.

Brett Mundell Picture Brett Mundell

Managing Director, Leverage Technologies

Love it all …exactly the friendly, approachable look and feel I want. :-)

Allison Hendricks Picture Allison Hendricks

Owner, Darzin Software

What you have done is great! We are excited about what you are doing.

Gary Williamson Picture Gary Williamson

Founder, Feedom Loans Australia

Wow.

Nick Chong Picture Nick Chong

Managing Director, Ardent Capital Group

This looks so great. Thanks for the amazing delivery of work! super happy!

Esha Thaper Picture Esha Thaper

Communications & Content Marketing Lead, 1Cover Travel Insurance

Both Cisco and Thrive have reviewed the first draft - this looks SO much better than what we originally had, so thank you!

Gina Daryanani Picture Gina Daryanani

Senior Account Manager, Thrive PR (Cisco agency)

The way in which Glenn and his team sprung into action was amazing. The quality of work and the speed of execution was impressive. Talented and thoughtful writing.

Rob Wise Picture Rob Wise

Founder & Director, Tickbox

Want a
technical copywriting quote?

If you’re after a technical copywriter who can deliver copy that’s both credible and persuasive, call (02) 9121 6211 or email us for a quote.