The creative gap between programmers, IT specialists, and copywriters is mindboggling; at times, it can be daunting and very precarious to navigate. That isn't to imply that the technicians of the online world are devoid of creative flair or personality, but rather that they're ensconced in a world where programming languages are often the dominant means of communication for most of the day; English or Hindi or Mandarin is only spoken as an afterthought, after hours, when the code has been written and day's work complete.
Everyone who has a passion or specializes in anything is guilty of this foible; we're victims of our own expertise. Look, I studied Political Science for 6 years and didn't even get held back a grade! Do I expect everyone to understand the complexities of evolving Fair Labor Standards Act litigation, or the implications of Putnam's Two Level Game Theory? How about the ideological differences between Structural and Classical realism? Of course not. That doesn't mean that I don't commit a minor transgression whenever I discuss these topics - I confuse many listeners because they simply aren't trained the way I am.
Copywriters are thus in a special position: they act as the filter through which the ideas and services of IT specialists are presented to the customer. It's our job to promote products and services in a language that highlights their value to the average bloke. This is not as easy as it sounds; as an example, have a look at this humorous analysis of bad copywriting. It is imperative for any writer - of anything, not just copy - to have a certain mastery over his or her subject manner, otherwise they risk betraying themselves and the audience they seek to inform.
This mastery can be attained in two ways. Ideally, all programmers, front-end architects, web developers, and ilk would all be as gifted writing prose as they are in writing code. Since this is unlikely, the next best alternative seems to be that the more creative, less technical copywriters need to take command of their responsibilities by engrossing themselves in their subject matter. The key, here, as in so many of life's endeavors, is communication. Professional, accessible copy involves asking questions, picking the brains of the architects of applications and software, and understanding their aims and intentions. As copywriters, it should be our goal to make our presentation of products and services match the passion and intensity of feeling that went into creating them.
