Technical copywriting training course

Learn how to write create clear and effective copy for software and technical products

When you’ve been given the task of writing marketing content, the content you create has impact on how many people take an interest in your company, and sign up to what you’re offering them.

Ask people who need to write copy, and many of them will say they’re worried they’re doing it in the best way. That’s because, in many cases, they’ve not have had any training in technical copywriting for the way people and organisations buy products today.

Cherryleaf’s online technical copywriting training course teaches you how to write clear and effective marketing copy, in a straightforward and efficient way. Let us share with you the best practices we’ve developed for writing copy for software and technical products.

Who is this for?

You don’t have to be from a technical background to benefit from this course – it’s great for other people involved in copywriting, too. In fact, this course is for anyone involved in writing marketing copy for software, technical products and services, and who is:

  • Looking for a consistent way to write content
  • Unsure where to start, and which topics to include
  • Unhappy with the performance of their copy
  • Wanting to write more effective content

What's a technical writing company doing teaching copywriting?

Not many people know this, but we’ve being doing technical copywriting on the quiet for many years. This has included writing white papers for clients such as Adobe and Datomia, improving website copy, and writing articles. We’ve been teaching technical writing skills for years, too. This adds up to us having both the knowledge and the teaching skills.

But there’s another reason why we’ve decided to offer this course. That’s because the way people buy is changing. For example, someone might read a Help topic or a review before they read your marketing pages. They might buy a printer without ever seeing it in the flesh.

This means that today there’s now an overlap between marketing copy, UI text, and technical help writing. It also means technical people, such as developers and Technical Writers, are getting involved in writing marketing content.

We’ve seen presentations and books on how companies such as Citrix and IBM approach this type of technical marketing, but we couldn’t find a training course that taught these approaches (together the copywriting skills that need to go with them).

In developing this course, we’ve reached out to developers, Technical Authors, and documentarians to get their feedback on the draft course. We put the course outline on Google Docs, and over 25 people added their comments or made suggestions by email. The result is, the course teaches the right skills for them, and we think, for you as well.

What will I learn?

You will learn:

  • How to write clear, compelling, and persuasive marketing content in a consistent way
  • How people make buying decisions today
  • The purpose of copy in the context of modern marketing activities

Topics covered

Overview

Getting started

  • What are your skills?

What is copywriting?

Overview of modern marketing

  • The customer acquisition process
  • The free item of value
  • GDPR requirements
  • How we buy items is changing
  • The 5 steps in IBM’s Outside-In marketing

How people buy

  • Their emotional journey

How mature is your business?

  • The four stages

What makes you different?

  • How to differentiate yourself

Overview of market research

  • Researching the audience
  • The 6 Ws
  • Discovering the users’ vocabulary
  • Thinking in keywords
  • Listening systems and analytics
  • Useful software tools

A framework for copywriting

  • Ground rules
  • Cherryleaf’s 7 point framework for technical copywriting
  • Topics you should include in your content. This includes:
    • The 3 main types of pain
    • The 7 most important needs
    • Your story – how to structure it
    • Your system or solution – how to describe it
    • The 7 types of proof

Planning and writing multiple page copy

  • Long letters and sideways selling
  • Using surveys to give the reader a more personalised message
  • White papers
  • Squeeze pages

Writing techniques

  • Reader focused writing
  • Power words, Up words, Action words
  • Clear English
  • Voice and tone
  • The 9 emotional motivational factors
  • The grammar of storytelling
  • Memorable copy – telling sticky stories
  • Elements of eloquence
  • Words to avoid
  • Advice on grammar
  • Headline writing
  • Images
  • Usability

Copy examples

  • The swipe file

The content brief

Measuring your performance

  • Analysing and critiquing copy
  • Measuring and testing

Planning

Troubleshooting

Summary

  • Checklists you can use

How to book

The course is almost ready.

Are you interested in this course?

Sign up to get updates on our pilot course. We’ll tell you when registration will open for the pilot course (which will be offered at a discounted price).


Contact us for more information

contact cherryleafUse our training services contact form to tell us more.

If you can’t see the course you want, we may still be able to meet your needs.