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FAQ
Got Questions? We can answer.
Understanding Copywriting
What exactly is copywriting?
Copywriting is just a marketing speak for strategic use of words in your business materials: your website, proposals, case studies, emails, and service descriptions. It's the difference between technical documentation (internal) and persuasive communication (client-facing). Think of it as translating your engineering expertise into language that decision makers understand and trust.
Why can't our technical expertise speak for itself?
Your expertise is brilliant… to other technical people. But 70% of buying decisions involve non-technical stakeholders (CFOs, operations managers, executives) who control budgets. They need to understand your business value, not just your technical specifications. Poor communication means superior solutions lose to inferior competitors who explain things better.
How can a copywriter possibly understand our complex business?
Most can't, that's why Aligned Flow is different. The lead copywriter and founder has spent half a decade as a Network Architect Engineer before becoming a copywriter. We understand network segmentation, zero-trust architecture, and compliance requirements. We don't need months to learn your industry because we’ve lived your challenges.
Business Value
What's the real business impact of professional copywriting?
Three measurable improvements: higher proposal win rates (typically 10-15% increase), better lead quality (prospects who understand your value), and premium pricing (clear value communication justifies higher rates). If you win just one additional $50K project annually, the investment pays for itself 2x over.
How do we know the investment will pay off?
Conservative math: if better copy increases your proposal win rate from 30% to 40% on 50 annual proposals worth $50K each, that's 5 additional wins = $250K extra revenue. Subtract a $20K investment, and you've netted $230K. That's (1,150%) 11.5x ROI from just one improvement.
How do we measure if copywriting actually works?
Track three key metrics: proposal win rate before vs. after, website conversion rate (inquiries per visitor), and average project value. We establish baselines first, then measure improvements over 6 months. If you don't see measurable results, we revise until you do.
How long before we see results?
Initial improvements appear immediately: better website copy starts generating higher-quality inquiries within weeks. Proposal improvements show results with your next submissions. Full business impact typically becomes clear within 3-6 months as improved materials work through your sales pipeline.
What's the biggest risk of not investing in professional copywriting?
Opportunity cost. While you're debating the investment, competitors with better messaging are winning projects you should be getting. Every month you delay is another month of lost opportunities. The guaranteed loss of poor communication often exceeds the cost of professional copy.
Working Together
How long am I locked into this contract?
No commitment, no retainers, no 12-month contract. 30-day paid trial doesn't auto-renew, you'll have to tell us a week prior to your trial end date. You'll then be offered to renew and jump on a monthly retainer, which is also cancellable on monthly basis.
We're too busy with client work. Who has time for this?
That's exactly why you need copywriting. Our process requires just initial 60-90-minute strategy session with you, barely anything from your. We handle everything else. You do what you do best: turn phone calls into customers. We just make the your proposals and marketing campaigns generate better results. Less internal effort, higher win rates.
Can't we just write our own marketing materials?
Of course, you can! The question is whether you should. Your hourly rate for client work is substantial. Every hour spent on copywriting is money left on the table. Plus, translating technical expertise into persuasive business communication is a specialized skill that takes years to develop.
We already work with a marketing agency, why do we need you?
Most marketing agencies excel at strategy and campaigns but struggle with technical copywriting. Think of it like having great network engineers who still bring in cybersecurity specialists for penetration testing. We’ll work alongside your existing team as their technical copywriting expert, handling the complex messaging they can't.
How does better copy help our internal team?
Professional copy becomes your sales enablement toolkit. Your team gets proposal templates that win consistently, case studies that build credibility, and service descriptions that qualify prospects. Instead of everyone writing their own materials, they use proven copy that converts.
Technical Concerns
Our solutions are too complex for marketing copy, aren't they?
Complex solutions need better copy, not less copy. The goal isn't to oversimplify; it's to organize complexity clearly. Instead of removing technical sophistication, we optimize the communication pathway. Your solutions remain complex; the explanation becomes clear.
Do technical audiences really care about marketing copy?
Technical people hate bad marketing copy, but they love clear, accurate communication that respects their intelligence. They make decisions based on evidence and specifications. Professional technical copy provides exactly that, just organized for faster evaluation. Poor copy forces them to dig through confusing information or schedule extra calls.
What if our niche is too specialized for marketing?
Specialized niches are perfect for targeted marketing. The more specific your expertise, the easier it is to create compelling content that resonates with exact prospects you want. Specialization makes marketing more effective, not less. You just need someone who understands your specialization.
Can marketing copy be professional without being "salesy"?
The best technical copy doesn't feel like marketing. It feels like expert consultation. Instead of hype and superlatives, it provides clear explanations, credible evidence, and logical reasoning. Technical buyers respect substance over salesmanship. Good professional copy is persuasive not through persuasion tricks but through clarity, accuracy, and competence that builds trust.
Previous Experience
What if we've tried copywriters before and got poor results?
Most copywriters fail with technical companies because they apply generic B2B tactics to specialized industries. They don't understand technical sales cycles, compliance requirements, or how engineers evaluate solutions. The difference is working with someone who actually understands your world from the inside.
