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What to Look For in a Freelance Technical Copywriter

By Denzil Walton

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Published: 17Nov2010
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Before you begin looking for a Technical Copywriter, it might just be useful to ensure we are on the same wavelength. What actually are these rare beings called Technical Copywriters?

They are, of course, Copywriters, but not conventional Copywriters. You won't find Technical Copywriters writing ads for chocolates, lingerie, open-top sports cars, vacations or curling tongs. Those are all jobs for Consumer Copywriters.

Technical Copywriters focus on industrial clients. They are in the business-to-business (B2B) marketing communications sector. So they will be writing about all kinds of industrial products and services. In the course of a normal business month I can find myself writing about air compressors, industrial automation systems, chemical supply chains, radio frequency identification devices, fire detection systems ... the list is endless.

As to the collateral that Technical Copywriters can produce, this is just as endless and can include sales brochures, corporate brochures, press kits, press articles, white papers, direct mailers, ads, case studies, application stories, video scripts and web content.

It's obviously a niche job and requires some specific skills. So if you are thinking of employing a freelance Technical Copywriter, what should you be looking for?

Experience - You can't beat it. You want an industry-hardened professional. Someone who knows your industry, its trends, its innovations. Someone who is at home in your factory or manufacturing plant.

Technical understanding - This is essential for two reasons. First, to be able to write clearly about complex products or processes, the Technical Copywriter must understand them. Second, to understand a detailed briefing, he or she will likely have to speak to a product manager or technical specialist. Both parties need to speak the same language. The product manager must have confidence that his detailed explanation of a product is not flying over the writer's head!

Flexibility - When I've just had too much work to handle myself, I've out-sourced to other Technical Copywriters and am amazed at their inflexibility! One could only write printed material; another wasn't willing to work at the client's site. You need someone who is flexible enough to handle any project, anywhere. Of course, we all have our specialty areas. But whether you require in-house writing support for a few days, on-site help at a conference, or an urgent press article, you need to be able to rely on the same person for all your projects.

Cost-effectiveness - Most freelance Technical Copywriters are one-man outfits so their overheads are low and can therefore offer you extremely competitive rates compared to those offered by a full-service agency in a plush city office. But don't just ask them for their hourly rates. Get an estimate for the whole job. Only that way can you compare different suppliers and see which is likely to be the most cost-effective.

Partnership - A Technical Copywriter is of course only a single element of your whole communications network. Your freelance Technical Copywriter needs to fit into that team and be able to liaise efficiently with everyone: communications manager, product manager, marketing manager, secretary, maybe even a VP or CEO. And don't forget your external suppliers too, such as art directors, photographers, translators. For some clients I have been part of their internal communications team for over two decades. This aids brainstorming, reduces misunderstandings, and helps the quick, efficient production of communications material.

On-time delivery - A good freelance Technical Copywriter will understand perfectly that you have a tight deadline to meet. That's why I personally try to keep my jobs-in-progress list as short as possible. It helps me achieve the shortest possible turnaround of projects. The last thing you want to hear from a potential supplier is "I'm too busy at the moment; I can start on your urgent project in a couple of weeks!"

Good luck with your search!

Denzil Walton has been a freelance Technical Copywriter for over 25 years. In this time he has worked for leading industrial companies such as Honeywell, Atlas Copco, Exxon Chemical, Agfa Healthcare and Toyota. Read the secrets of his success and see some examples of his Technical Copywriting work.

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