Good copy starts long before the writing. It begins with asking the right questions.
Your scientific team holds the details that make your story credible. Without their input, even skilled marketer risks sounding repetitive or even worst: vague.
Once the writer understands what the project does and who it serves, it is time to go deeper.
They need numbers, comparisons, and context.
Here are eight questions every marketing person should ask before writing about a new service or platform.
1. What Keep Our Clients Awake at Night?
This is not about your product’s features. It is about understanding the client’s problems and worries and how those are connected to your product.
Your sales or technical team know this very well.
For example:
“Pharma teams often spend months validating biomarkers that don’t translate to clinical data. We offer a workflow that connects discovery and clinical datasets, reducing that risk from day one.”
Extra point: get the sales team to tell you more context. Even if they struggles are not directly related to your product. The more you know about the customer, the better.
2. What Proof Do We Have?
Copy without evidence sounds like opinion. Ask for studies and collaborations. Pilot or internal projects work too.
Example:
“In a recent oncology project, our proteomics workflow identified three predictive biomarkers later confirmed in patient samples.”
Proof does not have to be extensive. It just needs to be real.
See how to write a case study without exhausting your technical team
3. Numbers. Numbers. Numbers.
Numbers give weight to your story. Pick one or two metrics that show impact: time saved, throughput, or reproducibility.
“Reduced data analysis time by 60% while maintaining cross-study consistency.”
The overall company performance is also part of your product. Other useful numbers: client testimonials to quote on the website (e.g., “They delivered in just 2 weeks!”), overall success rate (e.g., 98% of clients repeat with us), or the number of ongoing or completed projects.
4. How Does It Compare to What’s on the Market?
If your audience already knows standard methods, this is where your value starts.
Ask what makes your approach unique: a proprietary model, algorithm, or insight that others lack. Comparison provides context.
An amazing line:
“We are the only platform in the market that connects multi-omic readouts with biological pathways”
An very good one:
“Integrate transcriptomics and proteomics in one workflow, replacing three separate vendor steps.”
5. What Are Our Weaknesses?
You need to know everything so you can steer the story where you are strongest.
If your platform performs best in discovery, emphasize that. If it is not designed for regulatory studies, skip that angle.
“Designed for discovery-stage programs where speed and insight matter most.”
Knowing your limits helps your marketing team aim the message at the right audience.
6. Why Is This Relevant Now?
Relevance gives urgency. Connect your story to current trends or challenges in your field.
“As drug programs move toward precision targets, teams need faster biological validation to make early decisions.”
If you can add a specific timing your service will feel essential, not optional.
Conclusions
- Strong content starts with collaboration.
- Ask for data, context, and comparison.
- Simplicity requires specificity.
