Tech Biz Writing

Sales literature is qualitatively different from other types of technical publication. For one thing, it presents a distinctively glossy face to the world, and this face is a vital element in its message. Smooth, urbane, sophisticated, it’s instantly recognizable for what it is: an attempt to maximize the sales of a particular product or service.

Writing technical sales literature (TSL) can be a fascinating part of an author’s work, especially if he/she has some creative imagination and an ability to punch home the point. Often, as in most forms of advertising, it’s a sort of game with the writer trying to keep one step ahead of the diminishing credulity of the reader.

For this reason, the best TSL is often the most factual and straightforward. Simplicity, as in theatre, usually conveys the starkest and most believable effects.

In writing TSL an author normally works in close collaboration with a graphic designer. If the item is to be a glossy brochure, either the author or the artist may suggest a theme or motif. As a first step, a set of roughs, or visuals, will be produced by the artist to impress the clients and give them an idea of how the finished work will look. Within these limits the author will determine his writing policy, the sales pitch — unless this is already established — and the length of the text.

Naturally, the style needs to be bright and informative, without becoming too chatty or convivial. The text should match the graphics in overall approach and complement them with information. There is usually a two-way split here, with the artist and marketing people favouring the graphics, while the writer and the client’s technical people emphasising the words. Sometimes the text will come back set in 8pt and coloured a light grey so that it’s almost impossible to read. This should be pointed out, but never fought over — it’s their brochure after all, and they must carry the can for it in the end.

TSL is something of an art — not one that suits the temperament (or talent) of all technical writers. But one that requires experience, flair, a good technical background, and a feel for the more expressive qualities of language. It is the icing on the cake. Well paid, and well worth doing if this is what you want.

Next: 9. Technical Training Material.

This entry was posted on Friday, April 21st, 2006 at 7:05 pm and is filed under Technical Writing, Business Writing, Publishing, Syntagma Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.