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Aug 24, 2017 - 4 minute read - Instagram

Instagram Post - Technical Words are Features not Benefits

Original Instagram Post

Sometimes I forget how technical some of the subjects that I study are, and I use words which I expect everyone to understand even though they are technical.

This was pointed out to me when I was talking to someone marketing my course, and they wanted to create better copy.

I hadn’t really considered the fact that many of the ‘things you will learn’ are actually technical words and these words are actually features, they don’t encourage someone else to follow in your path.

e.g. if I say to learn Java we need to learn about Objects and Classes and adding them to Collections so we can iterate over them. Then that is a technical description, even though it is very basic in technical terms. If you don’t know the topic I’m trying to encourage you to learn then you don’t understand the terms or know why you would need to know them.

I have to learn how to explain the benefits behind these terms. When we code we are building a model of a process and all the ‘things’ involved in that process e.g. Users, Accounts, Transactions, etc. . A good model means that our code is easy to read and maintain. In order to avoid processing each ‘thing’ individually I can add them to a collection and process the whole collection rather than write code for each ‘thing’. This can cut down on the amount of code we have to write.

After the above paragraph, someone unfamiliar with the technical terms still doesn’t know what the technical terms mean but might have a better idea of why they would want to learn those topics.

I’m going to have to rewrite my course descriptions differently because currently I describe features in technical terms, rather than the benefits that accrue from learning those terms.

I thought I kept my writing simple, and I did. But I used technical terms and I over emphasized the ‘features’ rather than the ‘benefits’.

More work. But hopefully better copy.

Remember: “Technical Terms are features, not benefits.”

#training #sales #marketing #softwaretesting #softwaretester

Sometimes I forget how technical some of the subjects that I study are, and I use words which I expect everyone to understand even though they are technical.⠀ ⠀ This was pointed out to me when I was talking to someone marketing my course, and they wanted to create better copy.⠀ ⠀ I hadn't really considered the fact that many of the 'things you will learn' are actually technical words and these words are actually features, they don't encourage someone else to follow in your path.⠀ ⠀ e.g. if I say to learn Java we need to learn about Objects and Classes and adding them to Collections so we can iterate over them. Then that is a technical description, even though it is very basic in technical terms. If you don't know the topic I'm trying to encourage you to learn then you don't understand the terms or know why you would need to know them.⠀ ⠀ I have to learn how to explain the benefits behind these terms. When we code we are building a model of a process and all the 'things' involved in that process e.g. Users, Accounts, Transactions, etc. . A good model means that our code is easy to read and maintain. In order to avoid processing each 'thing' individually I can add them to a collection and process the whole collection rather than write code for each 'thing'. This can cut down on the amount of code we have to write.⠀ ⠀ After the above paragraph, someone unfamiliar with the technical terms still doesn't know what the technical terms mean but might have a better idea of why they would want to learn those topics.⠀ ⠀ I'm going to have to rewrite my course descriptions differently because currently I describe features in technical terms, rather than the benefits that accrue from learning those terms.⠀ ⠀ I thought I kept my writing simple, and I did. But I used technical terms and I over emphasized the 'features' rather than the 'benefits'.⠀ ⠀ More work. But hopefully better copy.⠀ ⠀ Remember: "Technical Terms are features, not benefits."⠀ ⠀ #training #sales #marketing #softwaretesting #softwaretester

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