Copywriters love subject matter experts
There was a grade school teacher named Richard Bickford who educated more than one copywriter in his time.
One of his sayings still proves useful to life sciences copywriters working with subject matter experts.
Here’s how he put it:
X is an unknown quantity. And a spurt is a drip under pressure.
So, an expert is an unknown drip under pressure.
Apologies to the experts!
No life science copywriter would have a job without them.
Copywriters love subject matter experts! Valentines Day and every day.
But here’s the thing:
PhDs and other experts have knowledge that is an inch wide and a mile deep. It is the copywriter’s job to produce material that is a mile wide and an inch deep. Going from a technical explanation to an accessible story for a large market requires some serious gymnastics. But a good copywriter will stick the landing.
Here’s how it’s done:
Copywriters weave these (sometimes obtuse) explanations into engaging stories about the company and its products or services.
They convert this knowledge into stories that connect with customers across one or more market segments. Your readers don’t have the time it takes to become an expert. That’s why they need you.
They want to know that your experts will serve them in a thoughtful and thorough way. They want high quality products and services at a good value.
Customers are hiring your experts for better results than they could get from your competitors or internally.
The copywriters of Foculus Marketing transform your experts from drips under pressure into fonts of wisdom.
Contact us for a free estimate on how to turn on the tap.