12 tech copywriting techniques to copy
‘Jam-togethers’, ‘Break the ask down’ and many more…
The best tech brands have a knack for creating zingy one-line descriptors that manage to simultaneously explain exactly what the product does whilst lodging itself in your mind as well. When we started Spill, an online counselling app, we knew we wanted a descriptor like those best-in-class ones that had been the subject of our admiration and jealousy.
In the absence of any concrete knowledge of how to go about writing lines like these, a systematic and shameless approach was chosen. We screenshotted hundreds of our favourite lines, divided them into categories based on ways the lines were constructed, and then reverse-engineered the copywriting techniques used to create them. Here are those twelve techniques (a couple we’d heard of but many were new to us), each with a few examples and our own stab at a version for Spill.
#1 — Adjective noun, verb
#2 — Idealise a future scenario
#3 — Unexpected metaphor
#4 — Contrast before and after
#5 — Frame yourself against the status quo
#6 — ASAP (As Simple As Possible), aka the Granny test
#7 — Repetition for effect
#8 — Break the ask down to seem more manageable
#9 — Try getting a bit chummy
#10 — Alliteration
#11 — Jam together two words to make a unique phrase
#12 — The rule of three
Had a go at using any of these? Know any other techniques that come in handy? Reach out to me at will@spill.chat. For more posts on the (practical) ways we’re trying to grow and shape our startup, have a look at the Spill Medium page.
