If you are writing marketing copy for market research technology, our advice to you is always to write in an evidence-based style. For a consumer product, humour and charm often work best, but in business people also need to justify their buying decisions using facts and figures, especially when they are big-ticket items.
Evidence-based writing includes:
- Customer quotes
- Customer names
- Explanations of how your product works
- Other information, such as research data
Evidence-based writing avoids:
Fluff, puff, waffle, clichés, hyperbole and unsubstantiated claims
Consider the type of evidence that will convince your reader. There’s no point in writing “the world’s leading online interviewing platform”. This is an unfounded claim. Try instead something more factual, such as “12 of the top 20 firms listed in the Honomichl 2020 Top 50 Report use our product”.
You also need to consider who your reader is – so the evidence you give to senior management is likely to be different from that which you aim at potential users of your product. Senior executives will be interested in top level cost savings or efficiently gains or how your product enables their company to provide a new service, whereas users will also be interested in the nuts and bolts of how the product works. So, a named customer in the same industry saying “we managed to deliver our project in a day instead of a week and to a higher standard than before” is very powerful. For the user, you might describe each feature with a benefit, a brief description of how it works and a screenshot. The screenshot provides powerful evidence for your claims.
Of course, you have to remember that adding some emotion or fun to your writing is valuable because, like all of us, business people are human beings and want to be inspired and have less stressful and more enjoyable days. A lighter touch can be a useful way of drawing your readers in – see below an example of the top section of the Asana home page, which is factual but low on details yet tugs on our emotions using an image of a diverse and happy group of people. Total focus on profit margins and efficiency gains can get a little too much for all of us eventually!