In the dynamic world of copywriting and editing, many of us are required to produce content about complex, sometimes highly technical topics. In my role as B2B Copywriter / Editor at Manning & Co., I often write articles and reports about technology, software, cybersecurity, and finance, for example.
Technical writing might sound straightforward if you work in the technology or financial services spaces. But if you’re a content specialist like me, it’s likely you won’t have specific training in what you’re writing about. Copywriters tend to be generalists and all-rounders rather than experts in certain industries.
As I’m so often required to write about technical topics for our clients, I find myself wondering: how can I spice up this content piece? How can I add creative flair to what is largely a factual, detailed (and perhaps dry) article, discussion paper, or report on a new technology platform or insurance service?
Below, I explain my thinking process when I want to spice up technical writing with a creative flair.
Technical writing and creative writing: can they truly flow together?
Generally, technical writing is focused on sharing informative content that gets the facts across and adheres to predictable conventions. In contrast, creative writing is centred on imaginative, poetic, and expressive ideas and content, including experimentation with form and structure. Traditionally, these two writing styles have been seen as separate – yet they can and do flow well together.
For context, my background is in creative writing and literature. I studied creative writing at multiple universities and have a postgraduate degree in the field. So, as you might expect, I feel very passionate about the creative arts and always aim to sprinkle some whimsy across my work. Even if a client gives me a brief or topic that’s technical and analytical, I try to think of ways I can add some spark to the writing.
5 examples of spark and pizazz in technical writing include:
1. The use of quirky or unusual language (but not too unusual, so you don’t alienate people).
2. Fluidity in the format / style / structure without losing the intended meaning and purpose.
3. Aesthetically pleasing images and designs that attract attention (e.g. with bright colours), including the use of white space to break up the text and give the reader’s eyes a break.
4. A sparse or ‘less is more’ approach, giving your audience the chance to truly absorb the information without becoming overwhelmed (i.e. avoiding redundant or flowery language).
5. A pinch of playfulness in the overall tone and presentation of the work (if appropriate).
Adding creative flair to technical writing is about translating the facts into accessible content that offers something unique to the reader. Research in UX writing suggests that a playful or quirky tone can boost reader engagement, provided the style aligns with the audience and context.
It can be tricky to find this balance without losing the accuracy of information or deviating from the original brief – but it can be done.
3 top tips for getting the balance right in creative technical writing
In my 8+ years working as a copywriter in diverse sectors, I have seen firsthand that a single individual (i.e. you, the writer) producing content all alone often falls short of the task requirements. This is especially true with technical writing.
Yes, autonomy and independence are important as a writer, but we all need other people to consult with and brainstorm ideas.
Here are my 3 top tips on finding a balance between creativity and technicality below:
1. Collaborate with others
As I mentioned above, even mostly solo workers like writers need to share ideas and collaborate to produce quality content. Don’t fall into the trap of hiding at your writing desk in the corner; put yourself out there and speak to the relevant clients, experts, and colleagues who know all about the topic.
Remember that there will always be someone who knows more about the topic at hand better than you do. Be open to learning from them and listen with curiosity. Honestly, you’ll be amazed by the inspiration that flows from open conversations with people around you.
Collaboration boosts creativity and content quality. It helps you apply new knowledge to your technical writing. When collaboration is working well, ideas are sparked through trust, clear communication, and shared vision. The best discoveries occur when people actively listen and learn from one another.
2. Do your research
With any content brief, there will always be initial research, brainstorming, and strategising involved. So, make the most of the opportunity and really apply yourself to learning about the topic. Consult credible sources – not purely AI tools and summaries that come up in quick searches.
Of course, AI has a place in research, and let’s be real: many writers these days use ChatGPT and other tools to research and write content at speed. However, AI simply can’t replace intrinsic human traits such as critical thinking, empathy, and understanding. Use that knowledge to your advantage.
It’s also vital to give yourself the time and space for ‘deep thinking’ so that you can truly understand the topic before you write about it. This will help you fast-track the writing process and feel more confident, as you will be building upon the foundations of what you already know.
3. Use your real voice
I can’t emphasise enough the importance of using your real voice in your content creation. Be genuine: there is no one else like you, with your exact way of thinking and expressing yourself in words. Believe that the world needs to hear from you and that you can produce blogs, whitepapers, website content, flyers, and any piece of writing with originality and flair, no matter how difficult the subject matter is.
I recommend that you remove filler or ‘fluffy’ words from your work, as they can make the text too lengthy. Avoid using a passive voice and speak directly to the reader as ‘you’ where possible. Also avoid unnecessary jargon and use plain, simple language that is still unique to your voice and style.
These key strategies will help your readers feel true connection with you as a human being, and ultimately as a writing professional with a differentiated voice (even if you aren’t listed as the author).
Conclusion: enjoying your craft is important, too
Creative writing is not only an art form, but a way of thinking and being in the world. When you’re researching and writing about complex, highly technical concepts for clients in sectors such as technology and finance, it’s easy for your content to become dry and dull. Spicing up your technical writing with creative flair can help you communicate technical information more authentically to your audience.
By using creative techniques such as whimsy and playfulness in language, tone, style, and design, you can make the material more relatable. And think about yourself, too – what would you like to read about and what would that content look like? How can you incorporate what speaks to you into your daily craft?
Remember that being creative in your technical writing is also about making your job more enjoyable and rewarding. Technical writing can feel tedious and repetitive at times. Flavouring your work with genuine creativity, spark, and pizazz can help you stay energised and engaged in your work for years to come.
