Can technical copy ever be “fun”?
Innocent Smoothies have set a trend in the digital marketing age with their “quirky” approach to copy. An ever-so-friendly tone of voice, coupled with enthusiastic social media management has been surprisingly successful.
And when something proves to be acceptable, hundreds of imitators spring up overnight.
The problem is that “chummy” text isn’t suitable for every industry. In fact, over friendly copy is thoroughly unsuitable for most industries – especially in the B2B marketplace.
Don’t believe me? This is what would happen if Innocent-style “wackaging” technical copy were used to sell HP blade servers:
HP BladeSystem — BL460c Carrier-Grade Server
This blade may be sharp, but it won’t cut you. Sweet!
Loads of computery bits, to do loads of computery...Read More