Examples of some recent technical copywriter work. Click on the image to view the full document.
White Papers and Application Notes
This application note was written as a lead generation piece. It was based on 2-3 academic publications that showcased how an atomic force microscope was used to characterise the ionic liquid Stern layer.
“Thanks for providing the information on optimizing the response rate of app notes. I respect your ability to multitask and repurpose content. The application note is in good shape now and consistent with what I expected. I’d happily work with you again”
– Ben Ohler, Director of Marketing, Asylum Research
This short white paper was written as a mini buyer’s guide for neuroscientists. It outlines 7 key points to keep in mind when choosing an instrument for optogenetics research.
“…happy with the ‘7 Questions To Ask…’ article, so I think we shouldn’t be too far away from getting it up online. Thanks!”
– Tony Kelly, Digital Marketing Executive, Andor Technology
This application note was written to showcase a before and after story, almost like a traditional case study. The product in question was a liquid-cell TEM holder used for analysis of lithium deposits on an electrode. Note the benefit-oriented title and the problem-solutions-results format of the body copy.
This slide is based on the above application note, and was created for the sales team to use at exhibits. Note how it’s a summary of the challenge, solution and results of the research team. It highlights how the product helped them with their research and makes a great talking point at the exhibit booth.
Direct mail sales letters and landing pages
This sales letter was written to promote white paper writing services. It was mailed to 94 contacts and generated an impressive 12% response. Note the layout and structure, as most sales letters promoting offers and products from scientific companies should follow the same style. Also note how many times the letter asks the prospect to take action. The more times you ask, the higher the response. This is one of many direct response principles that need to be applied to lead generation material to maximise response rates. And make sure you spend enough time thinking about and writing the headline and opening paragraph.
The landing page here was used to promote an application note on the use of AFM for ionic liquid research. The important points to note are: clean page with no distractions (like navigations links), a single-call to action which is repeated twice, benefit headline, clear image of the offer (the app note), company logo at the top of the page and bullet points for easy scanning
This article was written for the American Chemical Society Marketing Elements blog. It outlines the motivating sequence used in copywriting to engage readers and keep them reading. Click the image to download a PDF of the article. Or, to read the article on the ACS blog, click here.
“Thanks Colm! The article is looking good! I accepted all of your edits and just made a couple more.”
– Sondra Hadden, C&EN Marketing and Content Strategy Manager, American Chemical Society
This article was written for the AZONetwork Group website.
“Thanks for the article, and in terms of feedback given – there wasn’t any – the client approved it first time of asking! They liked it so much that they want to do another one”
– Kristopher Walker, Head of Content, AZoNetwork Group
This paper was published in the ACS journal, Chemistry of Materials.
It discusses a novel method of growing germanium nanowires in order to tailor their physical and chemical properties.
Because this is an academic paper, it showcases the kind of technical and scientific writing often seen in the marketing collateral used by science companies. This stiff technical detail is overkill in marketing writing, and should be used sparingly.