We now live in a world where the "simple facts" are not so simple.
Take Facebook. The second most-frequently visited place on the web is one of a handful of websites that has spawned its own verb. (When was the last time you said you were "facebooking"?) Behind the scenes, though, it's a complex messaging, image-sharing, networking beast of a site-slash-app, not to mention the developer interface for third-party apps.
The features aren't what Facebook splashes on the sign-up page, though. It says,
Facebook helps you connect and share with the people in your life.
There's a simple principle in effect here: you don't sell features, you sell motivations. I've long appreciated market researcher and TED Talker Simon Sinek's verbiage:
Start With "Why"
That's hard and fast for me: successful pitchmen and copywriters have always done this, even if it wasn't worded exactly as above. That doesn't change in the world of software. In fact, in a world of rapid development and widespread innovation, there's even less place for people selling boxes of features.
Recently, Twitter posted a guide to help journalists and other newsy sorts use their service. They didn't have to—heaven knows people have already been using Twitter to do news since the dawn of tweets—but they did it as a help to their userbase. #TfN may not be copy, but it follows another guideline I love:
Solve a Problem
When possible, I present services as solutions to problems that people face. (As an aside, I think the use of "solution" as a buzzwordy substitute for "service", "application", or "product" dilutes the semantic power of that word.) Some companies don't use much text to show that they solve a problem—apps like Turntable.fm solve a problem (or perhaps "grants a wish") in an obvious way, and sell themselves on word of mouth alone. For everyone else, there's copy.
Trouble is, you have to explain a complicated problem like "T1 connections used to be state of the art, but nowadays you get more bandwidth if you sign up with a Wireless ISP" to someone who may not understand "T1", "bandwidth", or "Wireless ISP". If you're a Wireless ISP, that's going to cause problems.
The writer, then, has to make the problem and its solution simple enough to be clear to the reader. "Telling your story" has become a popular phrase in the marketing industry, and one of the tricks of the trade is just that: making copy into a story, with a conflict, a resolution, a hero, and—if necessary—a villain.
Tell a Story
Of course, you don't want to take storytelling to the extreme, either, or your reader will think you don't respect them. Leave some complex concepts in the narrative, and explain what must be explained.
Here's a bit of copy I wrote for a client that I think exemplifies these ideas:
For years, network service was fastest when it was delivered by physical cables and circuits, the “T1” being the most popular with businesses. The T1 was a workhorse, but, as content on the web has become more complex, it’s clear that T1 just can’t keep up. Fortunately, wireless technology has kept pace with increasing bandwidth needs—OneAxis.net wireless can offer speeds comparable to those of cable internet[...]
So, there you have it, an overview of copywriting on complex topics. Next up: News writing.