How can you use technical language in B2B copywriting without alienating the reader?

1 Know your audience

The first rule of using technical language in B2B copywriting is to know who you are writing for. What is their level of knowledge, interest, and need for your product or service? How familiar are they with the terms, concepts, and jargon in your industry? How do they prefer to consume and process information? By understanding your audience, you can tailor your technical language to match their expectations and preferences.

2 Simplify and clarify

The second rule of using technical language in B2B copywriting is to simplify and clarify your message. Technical language can be useful to convey precision, credibility, and authority, but it can also confuse, bore, and intimidate your reader if you overdo it. To avoid this, use technical language sparingly and strategically, and always explain what it means and why it matters. Use plain language, examples, analogies, and visuals to make your technical language more accessible and relatable.

4 Use active voice and verbs

The fourth rule of using technical language in B2B copywriting is to use active voice and verbs to make your message more engaging and persuasive. Active voice is when the subject of a sentence performs the action, while passive voice is when the subject is acted upon by the verb. Active voice is usually clearer, stronger, and more direct than passive voice, and it helps you avoid using unnecessary words and modifiers. Verbs are the words that express action or state of being, and they can make your message more dynamic and compelling. Use strong and specific verbs that convey the benefits and outcomes of your product or service, and avoid weak and vague verbs that dilute your message.

5 Test and revise

The fifth rule of using technical language in B2B copywriting is to test and revise your message until you achieve the desired effect. Technical language can be tricky to use well, and you may not always get it right the first time. To improve your message, you need to test it with your target audience, get feedback, and make adjustments. You can use tools like readability scores, surveys, analytics, and split tests to measure how your message performs and resonates with your audience. You can also use techniques like peer review, proofreading, and editing to polish and refine your message.

6 Be consistent and accurate

The sixth and final rule of using technical language in B2B copywriting is to be consistent and accurate with your message. Technical language can lose its impact and credibility if you use it inconsistently or inaccurately. To avoid this, you need to follow the standards and conventions of your industry, use the same terms and definitions throughout your message, and check your facts and sources. You also need to avoid spelling, grammar, and punctuation errors that can undermine your professionalism and authority.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?