Scientists and engineers often make terrific products. But, just as often, they're too close to the underlying technology to see it objectively, and they think at a remote distance from the mindset of customers who could use or apply that same technology.

For marketers, technologically sophisticated products and services pose a special problem—translating the technical talk that engineers love into the plain talk customers need and will act upon.

From the depths of my experience with bits, bytes, high-voltage devices and semi-toxic chemical compounds, I offer a few suggestions that will help you turn good science into compelling marketing copy.

Start with the results, not with the science. Sure, your chief competitive distinction may have its roots in new scientific breakthroughs. But before potential buyers share the science with their R&D teams, they need to understand something more fundamental first: How does your product or service help their businesses? What's in it for the bottom line?

Techno-babble: ChromaPlastics offers advanced chromapolymer formulations that resist UV deterioration and environmental degradation.

Compelling copy: With ChromaPlastics, you can create lightweight plastic consumer products—in just about any color—that won't fade, crack or peel outdoors.

Speak the language of the reader. You might have a PhD in electrical engineering, but the buyer you need to reach probably doesn't know how the toaster works. Save the important technical considerations for an appendix, data sheet, or dedicated Web pages that the ordinary buyer can show his or her technology people. The average Joe needs ordinary language.

Techno-babble: Our technology deploys a series of choke/resistor microcircuits to eliminate spurious high-frequency signals.

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Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 21st year of independent practice. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions to help organizations create more content, more effectively.

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Twitter: @jonkranz