Copywriting Services Singapore

Copywriting Services in Singapore and Southeast Asia

Make meaningful messages

Copywriting will typically inspire the creation of content, either from scratch or rough drafts. You might be launching an online service and require a microsite, or have data and interviews that you want to convert to an annual report. Copywriting generates content that either fits into current brand standards, or creates a whole new personality that clicks with audiences.

Make messages meaningful

Copyediting will prepare your existing content for re-writing, proofreading, and edits. You might already have a website up and running, or a brochure that’s been in circulation for some time and in need of stylistic or mechanical revisions. In such cases, copyediting is a powerful tool to refresh your content and update your messages to meet current trends and expectations.

Annual reports
Brand manuals
Brochures and posters
Editing and proofreading
Exhibitions and events
Ghostwriting
Media releases
Social media writing
Taglines and naming
Tender writing
Websites and apps
White papers

Brand copywriting

Exhibitions and events

1. Showing and telling

Museums, fairs, auctions, theatres, and trade shows, have lots to showcase. The objects and artefacts on display are often of immeasurable value, inviting people from all over to attend the exhibition. Concomitant to these items on display are the write ups detailing what the item is, its history, it story, and its journey into the present time. Some exhibitions like the relics from the Titanic, or the latest swing-wing super sonic jets, border on the spectacular. These exhibitions require their write-ups to be just as captivating. Our job as exhibition writers in Singapore is to understand the vision of organisers, and translate this into memorable experiences for audiences.

2. From text to story

Great exhibition copywriters do more than just provide information; they tell a story through copywriting. Exhibitions and trade shows are often organised according to a narrative. The write ups must follow the style and layout of the narrative, providing powerful glimpses into the story but never stealing focus from the display. Apart from understanding the narratives, effective exhibition writing also controls the quantity of information. Quantico has worked on copywriting projects for a number of exhibition venues, including the ArtScience Museum at Marina Bay Sands, and the Army Museum in Singapore. Our success with copywriting exhibitions is a result of successfully converting text into stories, and facts into personalised narratives for both, audiences and stakeholders.

3. Personalising the narrative

Too little information and visitors go from curious to furious. Too much information and visitors either stop reading ,or stop to read for so long that the exhibition comes to a stand still with others waiting lengthy periods for their turn to read. A perfect piece of exhibition writing takes into account the fluidity of traffic. Striking the perfect balance between time and content is a skill that a good exhibition copywriter enjoys as much as the hosts of these events.

Taglines and naming

1. Stuck in my head

Taglines are short descriptors that capture the essence of an organisation’s uniqueness, nature, and quality of products and services. While it is relatively easy to change any aspect of a brand’s identity. Changing a brand’s name or its taglines is much more tricky in getting your customers to reconnect with you.

2. Memorable lines

Taglines – like names – must deliver precise, distilled organisational values that also fit within the context of the cultures and societies the organisation operates within. Every culture and society has its own (unique) interpretation of language. The tagline must capture the essence of the organisation, and fit perfectly into the linguistic mould of the culture that it is operating in. Which memories will you drop into your customers’ minds today? Will they remember tomorrow? The measure of success for taglines rests in the ability of customers to recall those taglines. Quantico has conducted sessions for copywriting taglines and names with organisations, including Bayer CropScience and BASF. Our work helped these companies establish relatability for their products and services across diverse markets and micro-communities.

3. Nomenclature and culture

A name is the reason for brands being discussed, remembered, recommended, or simply ignored. Consumers make snap decisions, purchases, impressions, and conversations all on the strength of a brand’s name. The best brand names invite social and cultural connections. Successful naming requires meaningful strategic insight and a sound understanding of the intrinsic qualities of sound, rhythm, language, and cultural implications. The right name is timeless, credible, easy to use, fun to talk about, can be trademarked, and invites extensions. It looks and sounds great, and creates buzz across marketplaces, and in homes and offices.

4. Common conventions

These are some common brand naming conventions:
• Founder (Ben and Jerry’s)
• Descriptive (Toys “R” Us)
• Functional (General Motors)
• Metaphor (Nike)
• Acronym (IBM)
• Experiential (Land Rover)
• Invented (Google)

Websites and apps

1. Write for people

Copywriting is now at the very heart of successful and sustainable search engine optimisation, ever since Google’s reliance on AI to determine optimal search results. SEO is a direct result of writing for humans, not robots, something AIs have become extremely proficient at spotting. Effective SEO writing therefore comes from knowing how to strike a great balance between copywriting search engine-friendly content, and copywriting customer-friendly content. Simply put, search engines love keyword rich content. Search engines despise keyword stuffing. Keyword stuffing is when an article on a web site is deliberately written with several instances of keywords designed to fool the search engine into thinking the article is relevant.

2. Don’t fool the bots

The rationale is that since search engines love keywords, so the more keywords they find in an article the higher that article will rank in searches. Not only is this technique irrelevant and useless, but also highly risky since search engines like Google can effortlessly determine which of these sites is keyword stuffing, and will penalise them for it by pushing their rankings very low. This is the worst SEO strategy and of course very poor SEO writing ethics. Quantico has trained team members at Google, and has worked on copywriting websites and SEO analysis for DBS / POSB Bank and Marina Bay Sands. Our success with these projects was a direct result of creating genuine content that performed through captivating interest, engagement, and curiosity.

3. Key to finding keywords

SEO writing in Singapore, or anywhere else for that matter, is about using words to keep SEO levels and customer interest levels high. A professional SEO copywriter will know exactly which words are trending at the moment, and be able to apply these to the appropriate industry or channel of communication. These words, their corresponding style, tone, and intuitive qualities will appear seamlessly across the screen and sustain high customer engagement. Needless to say, these words will also be picked up by the search engines resulting in fabulous SEO across Singapore and other intended target markets. A welcome side benefit is that better SEO writing results in better SEO not only in Singapore but across other unintended markets as well. Great web and digital content copywriters know the value and strategies for placing critical codes – called tags – into text and into images. The benefits are twofold and both very rewarding. Conversely, resorting to blackhat techniques will always lead to severe penalisation. Our digital research team works with AI technologies and confidently asserts the ability of search bots and algorithms to quickly distinguish between content written for people (great) versus that written to fool bots (disaster).

4. Accessibility and results

First, your site becomes easily accessible to those unable to view images. Accessibility is always a welcome consideration that communicates, among other things, common courtesy to your viewers. This itself is a bonus for more people to click your site. Second, your images now have tags — words — that the search engines are actively looking for. When they find these words they rank your site high, resulting in great SEO and great content. Essentially it’s a win-win for consumers and search engines. Copywriting for SEO is a skill fed by many channels, but has just one purpose – to get relevant, interesting content directly to those looking for it. That’s the best strategy and approach for SEO writing success.

5. It just clicks

Website and digital content is different from print content and has to be treated accordingly. This is the first truth to embrace when creating effective content through website copywriting for solid digital media platforms. What works in print is usually not the best system to replicate on an electronic platform. The fundamental difference between creating great print copy and great web copy is in the length and style required for each medium. Web content has to be styled concisely. This does not mean that web content has to be short. Instead, the style of writing must appear brief and easy to comprehend at first glance. Web and digital interaction take place through the medium of a screen.

6. Likeable links

Like any medium, a separate set of rules is required for effective implementation and success. Reading from a screen, even the best ones, is much more taxing on the eyes than paper. Great web content has people reading and sharing, not staring. For this reason alone, content that goes up on the web must balance clarity with quantity. Navigation, or electronic wayfinding is critical. Appropriate words and images must be easy to comprehend, and lead to further relevant content. All this is part of website copywriting and must be included in the overall plan of action. Most importantly, such navigation must accompany the style and tone of voice of the major content being published on the website. Website and application content is best kept genuine and informative. The best styles of website copywriting lead the customer to further inquiry and engagement in a short time. Information overload is a pitfall every organisation needs to avoid.

7. Platforms and people

Customers are always interested in further links if they prove valid. The same goes for search engine bots. Website copywriting is carried out in a customer-friendly and search-engine friendly method. A professional SEO and website copywriter knows how to preserve the integrity of the message while fully leveraging on the power of keywords. Web and digital content across platforms, from mobile devices to desktops, are best delivered in small, easy to manage doses with relevant links. The best website and digital copy always preserve, and subtly highlight these qualities in ways that have people coming back for more.

Business copywriting

Annual reports

1. Here’s where we stand

In the context of Singapore and Southeast Asia, annual reports are comprehensive findings that indicate the health and position of an organisation. Every organisation will have its own idea of style and substance that goes into copywriting their respective annual reports.

2. Common report elements

There are, however, a few common elements present in most annual reports. These include a message from the C.E.O. or president of the organisation, a message from the chairperson, financial statements, auditor reports, accounting policies, mission statements, the organisation’s objectives, and forecasts for growth.

3. Intended audiences

The intended audiences of annual reports are typically shareholders and employees of the organisation — depending on the organisation’s size and location — and are written in one or more languages based on where the organisation is operating in. Copywriting an annual report therefore requires an appreciation of the local reading culture in which the report will be circulated, which is why annual reports come under the category of cultural copywriting.

4. Non-written considerations

Sustainability is another critical issue in copywriting annual reports for print (and digital) purposes. An organisation that espouses the values of going green will find creating an annual report from environmentally friendly material a great opportunity to showcase this commitment. Such material used to be of average quality; not any more. It is easy today to design a highly professional-looking document entirely out of recycled paper and vegetable inks. Of course there is always the digital solution. Within the scope of web distribution, copywriting an annual report for downloading and viewing on mobile devices requires writing with the intent to create a richer reading experience.

5. Harmonisation, not homogenisation

Whatever the copywriting, design and distribution considerations, the annual report is the organisation’s singular voice, spoken by many members, for multiple publics. Everything, from tone of voice and diction, to sentence lengths and typographic considerations, must be harmonised (not homogenised) and appropriately presented by the copywriting team. Quantico’s ‘harmonisation over homogenisation’ approach is a key contributor to our success with copywriting annual reports for organisations in Singapore and Southeast Asia.

6. Structure and readability

An annual report is also a formal or formalised document structure, presented in an engaging, informative manner that gets readers to comprehend and appreciate the information contained within the report without sacrificing integrity or robustness of the message. Copywriting an annual report requires a carefully-crafted blend of voice, layout, and rhetoric that communicates with respect and clarity.

Brand manuals

1. I know my way

Brand and employee manuals are more than rule books; these are internally accepted codes of practice that define collective instructions and shared ideologies between an organisation, its stakeholders, and its suppliers. The first consideration in copywriting a brand or employee manual is to lay out what the collective instruction is. Because instructions are susceptible to misinterpretation (not just in comprehension but also in relatability) a copywriter must capture the tone and spirit of the communication, before committing to words.

2. What to say

Yet employee manuals are often received with less than the enthusiasm they deserve because most adults don’t take very well to being told exactly what to do and what not to do. In culturally diverse environments an employee manual is easy to write but difficult to style; that is where a local copywriter with knowledge of Singapore’s organisational cultures can really help. Once you have your ‘what to say,’ your copywriter can help you with the ‘how to say it.’

3. How to say it

Employee manuals need to explain why a certain policy is so. Taking direction is not an easy activity and a finely-toned, well-paced manual can make all the difference between employees ‘having to do something,’ and ‘wanting to do something.’ Copywriting brand and employee manuals in Singapore necessitates carefully matching the rhetoric of copy with the assumptions of the manual’s intended audiences. Manuals after all are designed to instruct and unify diverse individuals behind a single vision, not aggravate and divide teams into factions. Likewise, for vendors and suppliers the manual is a vital tool to align external products and services with internal values and expectations.

4. Feedback and feed forward

It’s also becoming really popular these days to make an employee manual a two-way document in which members of the organisation take it upon themselves to improve the standards contained in the document. Quantico helps you convert your brand and employee manuals into a constructive dialogue between your managers and teams. Phrased and worded appropriately, a manual becomes a powerful tool in orienting members to not just comply, but collaborate, co-ordinate, and represent their organisation as a unified entity to itself and its audiences.

Tender writing

1. We have a winner

Tenders and proposals require competitive copywriting writing. In Singapore tenders are de rigueur when conducting business with the government and quasi-government organisations, as are proposals when conducting business with potential clients. Copywriting tenders and pitching for contracts is a strategy in which the winner (i) is noticed as the best in that particular field and (ii) is acknowledged as a provider of value. This decision is often the result of a winning combination of costs, contingencies, and copywriting that persuades the issuing authority through accurate information, adequate budget, and a clear and concise strategy that will serve the needs (expressed and unexpressed) of the issuing organisation.

2. Rhetoric of reason

Winning a tender or pitch requires solid communication, and a great personality as an accompaniment. Almost everyone engages in tender writing or a proposal writing. Not too many engage in copywriting tenders and proposals. Copywriting is writing communication that sells. A tender or proposal is a sales pitch. It is impossible to separate the two. Tender writing or proposal copywriting means writing for the audience, not for the tenderer or pitching entity. The tenderer may feel that the pitch is perfect, but if the client does not agree, business is lost.

3. ABCs of tender copywriting

To get it right, pitches and tender documents are written for the target reader. Anticipating and answering a client’s questions before they are asked is the hallmark of a great tender and proposal. Such anticipation establishes credibility by aligning the tenderer’s insights with the client’s expectations. And that’s how to make tender writing do its job properly.

Copywriting tenders and proposals is a specialist task. Quantico has written several winning tenders and proposals for our clients and ourselves, including helping Sumitomo Corporation (Japan) win a tender with the government of Myanmar. Our success comes from a deep-rooted understanding that copywriting tenders is always about accuracy, budget, and clarity. These qualities are essential for successful proposals and tender writing.

Consumer copywriting

Brochures and posters

1. Designing information

Brochures and posters affect every society and are present in physical and virtual formats. The abundance of these documents at times mask their prime purpose: to concisely deliver accurate, intriguing information that converts passive recipients into active participants. Copywriting brochures and posters is the process of balancingwritten and visual content to create a piece that stands out in saturated marketplaces.

2. Place and prevalence

Great brochure copywriting not only creates great communication experiences, but also restores faith in established document structures to reach consumers on a personal level. That is our starting point for copywriting brochures, posters, and even catalogues that create engagement. Unfortunately, these document formats have been shoved through every real and virtual mailbox, gratuitously pushed into the hands of passing pedestrians, dropped from planes, pasted on walls, and sent via SMS and MMS to millions of mobile phones every day.

3. From trashed to trusted

Little wonder the term ‘junk mail’ is most applied to this type of communication. Straight from the box to the bin — this is by far the most common treatment these pieces receive. And yet creating these pieces is not inexpensive. Copywriting and designing brochures and posters in Singapore can be costly, and therefore a costly waste of time and resources to employ design and copywriting that is not fulfilling engagement. Organisations invest significant amounts of resources in the hopes that a potential customer will react positively to their brochure or poster. The persistence of the document is testament to its effectiveness, when used correctly. Authenticity, above all, is the most important aspect. Any brochure or poster that promises something great just to lure customers will never again be trusted if the promise is broken by inferior products and services.

4. Place and purpose

A brochure or poster is read differently from a textbook or contract. Deluging it with content defeats the purpose of getting the point across immediately and effectively. Also, brochures and posters are seldom stand-alone pieces, often belonging to a larger campaign or ecosystem: there is supporting information, either on a website, or report or other piece of communication. Copywriting brochures and posters in Singapore requires innate knowledge of not just placement, but also purpose. Quantico’s copywriting brief helps you answer these deeper questions and create a corresponding strategy.

5. Start a conversation

Brochures and posters are conversation-starters. References to the supporting pieces is critical to continuing the conversation. A brochure or poster begs for great design ad the organisation of content — written and visual — is critical in matching reading expectations. Quantico helps you articulate your message into a robust combination of visuals and text that result in outstanding brochures and posters. Our team comprises PhD researchers in information design who have set the bar on brochure and poster communication for the world’s biggest film, technology, and media organisations.

6. Readability…and sustainability

The difference between amateur and professional copywriting is one the easiest disparities to spot, and customers are pros at doing so. How we read differs based on the medium. When copywriting borchues and posters, we use photographs and illustrations only to augment the words. These visual pieces are more than stimuli: they are vital corollaries to the words. They reinforce the message. They never detract from it. Grammar and punctuation also make a big difference. Unlike vocabulary, grammar and punctuation have only one correct answer. A single mistake in these areas, as well as in spelling, can severely damage the credibility of the message. Finally, sustainability matters. Brochures and posters that are perceived as environmentally and socially friendly are received with greater enthusiasm.

Ghostwriting

1. Spirited collaborations

Ghostwriting describes a collaborative effort between someone with ideas and someone with great writing skills. Lots of us have great ideas but putting those down on paper can be a somewhat arduous task that often dissuades people from writing. If you are one of these people, a ghostwriter skilled at copywriting external ideas is precisely what you need.

2. Expressing impressions

This special breed of copywriter knows how to get into your head, understand all your ideas the way you understand them, and then express them for you in a way that matches your style. Ghostwriting has been around for a long time. Some of the best publications have been written by ghostwriters, which is not to say the profession is a farce.

3. Needs-based writing

Ghostwriting is based on an intrinsic trust between the person with the ideas and the person with the writing skills to create work that is interesting and well-expressed. Imagine a café owner in the United Kingdom with a great idea for a mystery novel set in Kuala Lumpur, but with limited knowledge of Malay colloquialisms. That is when hiring a local ghostwriter really helps.

4. Clarifying ownership

In most situations a ghostwriter receives no credit for the work, only a stipend for the effort. A ghostwriter accepts these terms when commencing ghostwriting. After all, it’s all about bringing an awesome skill in to help someone with a good idea to get the words out for the rest of the world to share. Note: ensure that a ghostwriter is fully aware of receiving no credit for the work before hiring them for the job. While this agreement is implicit, it’s always best to protect yourself by putting this down in writing on a contract.

Social media writing

1. What’s not to like?

A tweet, a status update, a post, a video – it’s all good; except when it’s not. The prevalence of social media is undeniable and every entity imaginable, from governments and academic institutions, to corporations and individuals, is on these platforms, furiously creating content on an unimaginable scale. Copywriting social media requires pleasing an unimaginably massive audience with content that is as impressive as it is impermanent. Such is the lifecycyle of social content. And yet, this is no bad circumstance since constraint breeds creativity.

2. Does it need to be shared?

Think about this: there’s been more content creation in the last fifty years than there has been in the entire time that human beings have been on this planet, combined. Wow! And with so much content being added, it’s easy to see that content on social media platforms is not created equally. It’s good to bear this in mind when copywriting for social media platforms and communities. Quantico has worked with regional banks and governments to re-think what needs to be shared, and the impetus behind committing content to social channels. Simply put, our research has shown that branded content which either asks a new question, or replies to an unanswered question generally performs better than generic posts with little thought value.

3. Does it have your attention?

If you’re going to put content out there, might as well optimise it for social utility, not just engagement. Copywriters specifically writing for social media know exactly how to make content immediately appealing to the world. And what a world it is. The amount of content appears to be inversely proportional to attention spans. That means we have mere seconds to create connections or get swallowed by the tidal waves of tweets and updates. A professional social media copywriter knows that content based on social trends ironically quickly becomes irrelevant.

4. Does it leave when it’s done?

Writing for social media requires a unique skills set in which everything comes down to to characters – letters of the alphabet, if you will – and every character is specifically chosen to create words that build instant engagement. It’s a balancing act between providing rich, insightful content through limited words, in order to build unlimited connections. So make friends with a good social media copywriter. You’re going to need the best of them writing for social media campaigns that get people interested in you.

Technical writing

Editing and proofreading

1. Mechanical or linguistic editing

You want an error-free publication with style and substance. Copyediting does not only function to correct mistakes (mechanical editing), but also to refresh content, augment communication style, and re-establish your domain authority through version releases (linguistic editing). Proofreading — which exists to omit errors in spelling, grammar, punctuation, and inconsistencies in titling and numbering — is a subset of mechanical editing, whereas stylistic considerations, updates to versions, and re-writes are within the remit of linguistic editing.

2. Re-design or refine

Editing, at the first level, creates identification between its text and its intended audience through re-design of the original text, or refinement of unpublished drafts. Editing, at the second level, generates meaning and evokes emotional responses based on first level connections. Once we understand the context of copy, we start to attach meaning, perception, and socio-cultural perspectives to the words. In a patriarchal society, the second sentence may cause offence. Likewise in societies which make no distinction between gender rights, the first sentence may well result in negative backlashing.

Clever, funny, witty, even insightful words may create identification with audiences, but it is critical to understand that second-level connections will equally influence how well the overall message is received, processed, and placed in your audiences’ minds. There are too many examples of copy that have only taken the first level of connections into considerations, only to ignore the importance of the second level.

3. Punctuation and perception

Certain words, phrases, even punctuation, when combined in selected ways can powerfully impact people’s perceptions. Here’s an example of how two punctuation marks – the comma, and the colon – can change the entire context of a sentence.
• A woman without her man is nothing.
• A woman: without her, man is nothing.
Both sentences have the same words, in the same order. In fact, the words and their arrangement are identical. Insert two strategically placed punctuation marks, and the sentences are entirely opposing. This is an example of first-level connections. A person reading these sentences will identify with either the first or the second, or both and start to make sense of the words.

4. Don’t just fix…enhance

Copyediting is a subset of copywriting, but they are not the same. If copywriting is based on communication, then copyediting deals with perceptions of communication beyond fixing text. Here’s an example unique to Singapore: ‘shiok’ has a strong identity in everyday Singaporean culture. Whether or not to use the term in formal copywriting — in election campaigns, or billboards selling insurance — is a copyediting decision. This is because copyediting is not only about fixing spelling, but at times deliberately misspelling or including the local vernacular if the meaning of the overall message is clarified in the minds of audiences.

When editing and proofreading copywriting projects for Singapore and Southeast Asian audiences, Quantico always works to make meaning clearer. If slang, colloquialisms, and patois enhance the meaning of a message, it is perfectly proper (even necessary) to edit that message accordingly. Because copyediting that influences perceptions, appeals to emotions, and builds experiences is copyediting that is doing its job perfectly.

Media releases

1. This just in

A media release is sent to editors and journalists to invoke them to include a story about what you’re offering, in their media channels. In Singapore these media channels include print, radio, television and numerous online avenues. Professional copywriters maintain ties and networks with these channels, providing clients ample opportunity to publicise their stories and events.

2. Express, not impress

Media releases are informative. This requires copywriters to resist including any blatantly promotional language, and simply focus on the informative aspects of whatever they are trying to communicate. There is also a need to concurrently find the most newsworthy features to highlight. One way to do this is to identify a few points about your topic that make you or your brand unique. You may need your media release writers to do a little bit of research on your market, so that you are able to identify what sets you apart from your competitors. When copywriting media releases, Quantico ensures these points are raised at the beginning, with language kept deliberately informative and non-promotional.

3. Journalistic conventions

This means staying away from superlatives like ‘best’ and ‘fastest’ – it is better to provide facts and statistics that indicate how good or innovative you are, instead of self-promoting. The format of media releases is very important, because editors and journalists are more likely to select media releases for publication if they follow the conventions of the media. Ideally, the media release should be written in such a way that it can be translated into an article easily. This does require sticking to journalistic conventions such as keeping the main and most important points in the first paragraph, and ordering the points in order of importance. These conventions are particularly important in countries like Singapore where media channels are highly evolved and attract high engagement.

4. Accuracy and curiosity

Copywriting media releases in Singapore becomes more effective when you include quotes from senior members of your organisation, and interesting factoids that make your product or service stand out. Use the words ‘For Immediate Release’ or ‘For Release on [date]’ on the top of your media release to indicate when you would like the information to be released to the public. In addition, use the name of the city that you are launching this brand, product, or service at the beginning – for example, start your media release with: “SINGAPORE – Zoom Motors is excited to launch our new line of family cars…”

5. Readily readable

When copywriting media releases, ensure that you do not use more words than necessary – keep the information succinct and readable, because editors receive several media releases every day. To make the media release more enticing, use an interesting headline, avoid jargon, and use as many concrete facts as you can. Finally, include information at the end about whom to contact for more information. Ensure that there is a phone number and an email address. Of course, every copywriter should proofread the media release thoroughly and check all facts before submitting it to the media.

White papers

1. Authority content

White papers are written on a number of topics, the aim being to be the definitive source of findings and information on that particular topic. In the past white papers were more commonly associated with government, but today they are used extensively by private corporations, non-government organisations, and even individuals. Persuasion and rhetoric are critical factors for copywriting a white paper. Once the findings and information have been fully validated, the focus shifts to diction.

2. Documents of credibility

The words selected for a white paper must serve two purposes: (i) they must make a strong case for the topic using rhetoric and reasoning; (ii) they must use the jargon associated with the topic in such a way that promotes complete understanding by experts in that topic without being overly gratuitous. There are three main categories of white papers: (i) commercial; (ii) technical; (iii) hybrid. White papers serve as documents of credibility and research is a prominent part of the process. A white paper copywriter knows just how to build a robust case for a certain topic’s methodology or benefit in its utilisation.

3. Learning to educate

We love our technology, our gadgets, our software, and our hardware. They do amazing things for us, and they make us feel amazing. We appreciate these gadgets even more when the output is fantastic and the learning curve is gentle. A steep learning curve can put off even the most enthusiastic of people. That’s where a perfectly written manual or set of instructions can make the difference between ultimate pleasure, and ultimately pointless. Technical writing is perfect when the learning curve gently unfolds and people can readily keep up with the instructions.

4. Managing technicalities

Technical writing requires the expertise of a copywriter who is tech-savvy, and has the ability to translate geek-speak into simple, clear terms that everybody can understand. In other words, copywriting technical documents means converting data-driven reporting into humanised content experiences. Singapore is a technological and geographical leader in gadgetry. The competition in Singapore for technological popularity is fierce, yet so many great products fall out of the race because consumers just don’t understand the benefits being communicated. We are in the end humans and will always respond better to humanised communication.

5. First tell, then sell

Technical writing involves not just presenting a step-by-step guide for using the product, but making the product accessible to any demographic within a relatively short period of time. A technical copywriter has the ability to present industry terms and jargon in clear words that not only provides customers with knowledge, but also gets customers excited about using the product. And that’s good technical writing.

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