Technical copywriting

Proposed new landing page for TorrLube

I’m a technical copywriter–an adbiz guy, not a technical writer. My job is to learn your strengths and innovations and make a straightforward explanation in plain English.

Technical writers create instruction manuals and specifications and technical reference documents. That’s not me. Technical writing is aimed at people who have already bought the product.

The intent of technical copywriting is to persuade people to buy.

As a technical copywriter, I explain your products to people who may not already know all about you. I make it simple for them to understand the advantages of your product.

My methodology is to interview your engineers about their technical subjects and write a first draft. Then the engineers point out all my bone-headed errors and I rewrite until it is not only technically correct but also accessible to non-engineers.

After 25 years in Silicon Valley,
I have returned to Santa Barbara

I was Associate Editor of Santa Barbara Magazine in its first few years

I started out as a writer/editor at Santa Barbara Magazine in its earliest days. Now I write text for websites and brochures and ads the same way I wrote articles: as an informational conversation with a human reader. A copywriter assembles all the information about your company and refines it to bring the most important parts to the front.

I’ve written for many technical and scientific companies. I enjoy learning about companies who have  innovative offerings. I interview subject-matter experts and transform their information into a smooth presentation of the most
important facts to convey their enthusiasm with fresh persuasive text.