Become a “Techie” in an Afternoon
So you’ve identified a niche within the B2B market you want to write for, but are not familiar with it and do not have a technical background. What do you do next?
First, go to the library or bookstore and find a children’s book on the topic.
Here’s a great example from Bob Bly:
“If you’re going into aerospace, don’t buy something like Jane’s Aerospace Manual, which will be too technical. If it’s rocketry, let’s say, go and find the book used by junior high school students that explains how rockets work. You’ll actually be able to use stuff from those books in your copy.”
Then, once you get the job writing copy for a highly technical product, speak directly to a sales person and say, “Explain your product to me as if I’m one of your prospects and really don’t understand what you’re trying to sell me.”
Sales people are trained for this scenario from the start. They usually will have a standard presentation specifically geared towards the lay person that helps them articulate what their product is, along with the features and benefits. You can use this to learn everything you’ll need to know about the specific product.