marketing science

Keep it simple – Top 5 tips for writing good scientific copy


E=MC2, Einstein got it, that doesn’t mean the rest of us will.

Whether it’s website copy, offline brochures or simply B2B and B2C emails, making your data sexy and simple is the key to keeping your customers on-board. Dealing with scientific data can be a very tough gig, science may be cool in practice but the analysis and the explanation is often kept under the hats of the experts.

Sometimes it’s necessary to bridge the gap between the lab and the consumer to promote a product and make some money from all those late nights.  When this time comes its essential that data is made accessible to people who don’t spend all day in white coats and safety goggles. After all, if it’s not understood by the consumers it’s meant for, your data is about as useful as a chocolate test tube.

We have highlighted the top 5 tips on how to write a good scientific copy, so you can make sure that you are achieving your potential.

(1  Short and Sweet! Keep your sentences and paragraphs short and concise. This keeps your reader engaged, but also breaks down information into manageable chunks.

(2  Be specific: Only use what is necessary for your clients to know, the facts! Your product may go through rigorous routines that are important to the scientific community, but your customer just wants to know what it does and what it’s going to cost.

(3  Limit jargon: Your customers aren’t necessarily going to be experts in your field, if you have to use specific jargon, make sure to bracket an explanation of what it is.

(4  Don’t repeat! Avoid repetition; It sounds simple but it happens all too often and no one really wants to read the same thing multiple times; however relevant it may seem.

(5  Q&A: Make sure you’ve answered all questions that your consumers need to know in a way that makes the most sense to them.