Technical communication is a chore for most people. For businesses, it’s an after thought–which hurts.

A large part of marketing is simplifying a product or service. This concept is web marketing’s best friend. In fact, I like it so much that I’m going to give you a few pointers in creating your own technical content.

1. Start-and stay-high level. Save the nitty gritty for the phone call or initial consult. You only need to communicate enough information to instigate this meeting. The tech speak is what you use to sell your product/service and establish yourself as an expert.

2. Use someone else’s words to guide your own. Ask a trusted existing customer to explain your product/service, in his/her own words to a prospect. It doesn’t have to literally be TO a prospect, but use that as a starting point. Take the (hopefully) simpler language and add it to your own rapport.

3. Consider what people are searching for initially. Your prospects aren’t looking for your product, they’re looking for a solution to their problem–they’re looking for the BENEFIT of your product. My favorite thing to remind clients of when they’re forming their marketing message is to remain benefits forward. Read more about how to position your product to best met your customers needs–and catch their attention.