Technical writing is different from copywriting but then there are things shared by both as well.
For example:
1) Both types of writing need to be SPECIFIC. Here are examples to both:
Bad (not specific) copywriting: “Buy this Book and Make Money!”
Good (specific) copywriting: “Buy this Book and Make $3,785 within the next 14 days!”
Bad (not specific) technical writing: “Turn up the voltage regulator knob.”
Good (specific) technical writing: “Turn the voltage regulator knob clockwise for two notches.”
2) Both types of writing need to be USEFUL.
Bad (not useful) copywriting: “Real estate investment is a good choice.”
Good (useful) copywriting: “With ProInvest software you can track all your real estate investments and get alert emails when your annual ROI falls below ten percent.”
Bad (not useful) technical writing: “Assemble your Communication Kit before using it.”
Good (useful) technical writing: “Assemble your Communication Kit by warming up your solder iron at least 5 minutes in advance and using all the parts in Module K BEFORE unpacking Module R. Skip Module RR altogether if you’ve bought the Global Navigator Model.”
However, here are the 2 differences between the two:
1) Copywriting needs to argue a UNIQUE benefit that cannot be found anywhere else. Technical writing, as long as it is correct, does not need to have any claims to uniqueness.
Bad (not unique) copywriting: “Let’s show you how you can advertise by using Google AdSense.”
Good (unique) copywriting: “This is the only course available which shows how you can use Google AdSense by auto-customizing the ads according to the profile of incoming traffic.” [This claim is just a fictitious example provided for illustration purposes.]
Good (not unique) technical writing: “Enter your User ID and Password into the Login field.”
Good (unique) technical writing: “Enter your User ID and Password into the Login field on the upper left corner of Cardio-Synthesizer’s Master Configuration screen.”
2) Copywriting needs to have a sense of URGENCY in order to SELL products. Technical writing should never try to sell anything and should never push the user towards any consumer behavior.
Bad (not urgent) copywriting: “Buy MegaChef Tomato Chopper.”
Good (urgent) copywriting: “Buy MegaChef Tomato Chopper TODAY and not only we’ll take 30% off the selling price but we’ll also include a 3-piece Knife Set for you as a bonus. Limited quantities available ONLY TODAY!”
Bad (urgent) technical writing: “Check the System Status IMMEDIATELY and Connect Wire A to Wire B right away NOW!”
Good (not urgent) technical writing: “Check the System Status and make sure it is in GREEN state BEFORE you connect Wire A to Wire B since the Central Processor may burn if the System Status is not in GREEN.”
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