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 vague or repetitive. 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 Are the Clients Struggles?
This is not about listing features. It is about understanding the client’s struggle.
Your sales or technical teams usually know those pain points.
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.”
This kind of framing gives your copy focus and helps readers see exactly where your service fits in their workflow.
2. What Proof Do We Have?
Copy without evidence sounds like opinion. Ask for studies, collaborations, or pilot projects that show results.
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. What Measurable Results Can We Highlight?
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.”
Remember that your company behaviour is also part of your product. Other useful data marketers need: client testimonials to quote on the website, 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?
Your audience already knows standard methods. Comparison provides context.
Ask how your solution performs against existing options. Is it faster, easier to scale, or more integrated? Then get the data to support it.
“Integrates transcriptomics and proteomics in one workflow, replacing three separate vendor steps.”
Comparison turns vague claims into clear advantages.
5. What Can We Say that Competitors Can’t?
This is where differentiation starts. Ask what makes your approach unique: a proprietary model, algorithm, or insight that others lack.
“We are the only platform in the market that connects molecular signatures with biological pathways, revealing mechanisms traditional omics tools miss.”
A single clear differentiator builds stronger positioning than a long feature list.
6. What Are Our Weaknesses?
This isn’t about pointing out flaws. It’s about knowing them, 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.
7. How We Proof Credibility?
Ask what signals credibility in your field: peer-reviewed publications, pharma partnerships, or cross-lab reproducibility.
“Data pipelines validated through joint projects with global biotech partners.”
These details reassure readers that your technology is proven and ready for real-world use.
8. 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.”
Timing helps your service feel essential, not optional.
Conclusions
- Strong content starts with collaboration.
- Ask for data, context, and comparison.
- Simplicity requires specificity.
