If you want to sell a product, you need copywriting.
Even if your data looks great and your technology could win a Nobel, words still matter.
This isn’t about bluffing. It’s about choosing the right aspects of your product and showing your audience how it solves their problems.
In life science and technology, there’s an extra layer of difficulty: your message must stay technically sound.
That means your copywriter needs a strong scientific background and close collaboration with your technical team.
A great writer with a master’s in genetics will quickly grasp the potential of your new DNA editing platform. But you can’t expect them to instantly understand why it is better than competing solutions.
That gap is normal, and it is actually useful: if they can’t see the difference, neither might your future clients.
Below are the key principles to keep in mind when writing copy for companies working of technical fields.
1. Focus on Your Audience
It might sound obvious, but before typing a single word, you should be crystal clear about who you’re writing for.
My extra advice: once you’ve defined your customer personas, go meet someone who fits one of those profiles. Listen to how they speak, what they value, and what they worry about.
Imagine them reading your copy.
Creepy? Maybe. But if it helps you connect, who cares.
2. Clarity Over Complexity
❌ “CRISPR-guided RNA scaffold optimizing homology arms.”
✅ “An editing platform with higher precision and reduced off-target.”
Your audience is smart, but they don’t work in your lab. Some might understand your field instantly. Others are adjacent experts who need a bit more context.
Keep your language functional.
3. Benefits Over Features
If it doesn’t connect to time, accuracy, or success rate, it won’t connect to your reader.
❌ “Our nuclease uses an optimized PAM sequence.”
✅ “Enables edits in regions previously inaccessible to standard CRISPR tools.”
Features explain the mechanism. Benefits explain the outcome.
You will, of course, explain the features in detail, but they shouldn’t be the first thing your customers read. That’s what your website, brochure, or sales deck is for.
4. Data Before Adjectives
Show data, context, or comparison. If you can quantify it, do it.
❌ “Our system offers unmatched precision.”
✅ “Validated in 12 genomic loci with less than 0.1% off-target frequency.”
Biotech audiences trust data, not adjectives. Make sure you know how to write strong case studies without exhausting the technical team.
5. Specificity Builds Trust
Specificity isn’t only about numbers. It is about being concrete.
❌ “Our technology improves editing outcomes.”
✅ “Our technology corrects point mutations without introducing double-strand breaks.”
The second version paints a clear picture of how the result is achieved. Vague language sounds like bluffing.
6. Why You and Not Your Competitors
You are not different, you are better.
❌ “Our method uses single-strand nucleases.”
✅ “We avoid dsDNA breaks, reducing undesired mutations and improving cell viability.”
If you can add a market comparison, you will stand out even more.
✅ “We achieved 5% fewer undesired mutations compared to market alternatives.”
This kind of statement need to be backed by a graph or case study.
7. Science Needs Narrative
Every great technology needs a storyline.
- Start with the problem: precision medicine needs safer editing.
- Introduce the solution: a system that rewrites DNA without breaking it.
- End with the impact: enabling therapies for diseases once out of reach.
People don’t buy products. They buy solutions.
8. Emotions to Drive the Logic
Even scientists respond to emotion.
Imagine your customer is a hospital department head searching for a DNA therapy for a rare disease. Their patients and teams depend on the outcome. This sentence speaks to that reality.
❌ “Our platform enhances predictability in editing outcomes.”
✅ “Best-in-class editing tool to start treatments with confidence.”
Empathy is not (and will never be) a soft skill.
9. “You” Is Always More Important Than “We”
Scientific companies often fall into the “we do this, we offer that” trap. It sounds factual, but it centers your company instead of the client’s goal.
❌ “We design CRISPR assays to improve editing precision.”
✅ “Achieve higher editing precision with assays designed for your specific target.”
Make it feel closer, more relevant, and immediately valuable.
10. Be Clear on Your Definition
I’m tired of reading LinkedIn descriptions, websites, or brochures and asking myself, “But what do these guys actually do?”
If people need to read two paragraphs to figure it out, you’ve already lost them.
❌ “We develop next-generation tools that redefine the boundaries of medicine.”
✅ “We design precise gene-editing systems that help researchers correct DNA mutations with higher accuracy.”
Apply this to product or service descriptions. Remember that the goal is to be understood.
11. Hierarchy of Copywriting
Do not start with how it works.
❌ “We combine advanced bioinformatics and molecular tools to improve accuracy.”
✅ “Built to make editing more reliable. Ensure every cut happens where it should thanks to our in-house LLMs.”
Keep a clear order:
- Why it exists
- What it enables
- How it works
- Where it’s proven
This helps even technical readers absorb the message in one go.
Conclusions
- Titles and opening paragraphs should aim for clarity.
- Keep the technical details for dedicated website pages or brochures.
- Numbers and market comparisons are how you win the game.
