10tiger

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Conversion copywriting for leading edge technical products
10TIGER IS A MICRO AGENCY THAT HELPS TECHNICAL COMPANIES POSITION, EXPLAIN, AND SELL THEIR LEADING EDGE OFFERINGS WITH DIFFERENTIATED WEBSITE COPYWRITING AND BUYER NARRATIVES.
Do you need to fix copywriting?
TECHNICAL COMPANY WITH ONE OR MORE OF THESE MESSAGING CHALLENGES

Complexity
Sophisticated product with deep value in the intersection of system design, build qualities, and capabilities.
Category
You often need to educate the market on your novel category and variety of commercial use cases.
Clarity
You need to better explain the your hardware and tech so buyers fundamentally grasp your offering.
Conversion
You want precise and differentiated website copy that maps to buyer pains and a compelling sales narrative.
Get concrete, jargon-free copy
Often founders and engineering forget how to speak in buyer language. You need an outsider who surgically removes abstract 'solution-bullshit' and empty tech jargon.
Map customer pains to product
Novel feature-sets generate passing interest, but to support sales you need to create lasting impact by linking customer pains with your product features.
Sell with features and capabilities
Don't bury the specific capabilities of your product which matter most to buyers. You need to position and sell with a blend of features, capabilities, and benefits.
Fix copywriting strategically
Stop wasting time on fragmented copy. As we work with you, we build a vault of strategic messenging for rapid editing, feedback, and future marketing use.
Process
HOW WE WORK TOGETHER
Deliverable 1
Vault
10tiger shares the vault of buyer research, strategic positioning and new messenging we create when working with you. This is in Google Docs.
Deliverable 2
Sitemap
You get a production-ready wireframe site map. This is our suggested layout of your sections of new copywriting with indicative design elements.
Deliverable 3
Wireframe
Your sitemap also contains your finished website copywriting. 10tiger exports this for you as a Figma or Webflow file ready for your web designer to use.
Pricing
FIXED SPRINTS WITH UNLIMITED REVISIONS
Homepage Sprint
$3,250
A single-page website rewrite:
Usually pre-seed and early-stage companies < $1m AR
Best for products with a single use case
3 weeks
Structured positioning call (45 mins)
Vault of strategic messaging in Google Docs
Production-ready sitemap and wireframe of your new website copywriting
Website Sprint
$4,750
A complete multi-page website rewrite:
Usually growth-stage companies > $1m AR
Best for products with multiple use cases
4 weeks
Structured positioning call (45 mins)
Vault of strategic messaging in Google Docs
Production-ready sitemap and wireframe of your new website copywriting
Foundational Sales Letter
$2,750-4,750
A singular long form sales argument which captures the founder vision and unique promise of company and product.
4 weeks
Structured founder interview on Zoom (60 mins)
1,000-2,500 words long form sales letter
Forms a core sales argument which is the promise the business is solving underneath all other marketing and sales efforts
To learn more go here
User Research
$1,500
User/Buyer insight research ahead of your website copywriting:
Note: we can show you how to do this yourself at no extra cost
1-2 weeks
Structured interviews on Zoom with 5 of your A+ clients (15-30 mins)
Survey of clients using Google Forms (using your preferred leadlist)
Map of essential buyer pain point language
Testimonial gathering
"Danny helped us rework our technical copy for QuenchSea (an off-grid desalinator launched on Kickstarter). A great copywriter."
Dennis Nwatu, Head of Business Development, Quenchsea
Book a Call
SEE HOW CONVERSION COPYWRITING CAN HELP YOU
"Robotti is our agricultural robot, Danny helped us quickly explain the true system value of our platform in a market with lots of alternatives."
Kamila Torrielli, Marketing Assistant, Agrointelli
Questions
COMMONLY-ASKED QUESTIONS
What is the expected timeline?
Click here to see the timeline for copywriting sprints and buyer research.
What is conversion copywriting for technical products?
Writing on your website to position, explain, and sell the capabilities of your product in a technically accurate and compelling way. Across your website as a whole, technical copywriting forms an overall conversion journey towards a 'sale': usually a product demo as opposed to an immediate purchase.
How is this different from B2C copywriting?
Most of the copywriting (and copywriters) online are working in 'direct response', that is writing to get an immediate sale. This results in buzzword-heavy copy intended to compel unsophisticated buyers, mostly in B2C niches such as health, wealth, and romance. This type of copy is totally unsuitable for technical products which need a balance of authority, precision and clarity to bring about a much more considered conversion over a longer sales cycle.
Why does this take 4-6 weeks?
We don't rush your copywriting. This gives you the best results and ample time to compile feedback. Copywriting for technical products needs to 'breathe' to correctly surface deep value and high quality edits.
Do we work together asynchronously?
Yes. Except for the 1-1 positioning calls and copywriting feedback calls, all work is async.
Do you use AI?
We will always develop your copywriting without relying on AI first, because this gets the best results. We use AI for certain bulk tasks such as competitor research and iterating from our unique copywriting angles and human ideas. AI is very much only a supplementary tool, but not an end-to-end replacement for a human copywriter.
Do you A/B test copy?
Generally no. This is for three reasons:
- Many copywriting tests we see are statistically meaningless.
- For us to run testing would cost you a lot of money.
- Across your website as a whole, there is a deeper quality of copywriting cohesion which needs to be maintained.
We can however work with you to guide A/B testing at a later date - we recommend using Optimizely.
Will you stuff copywriting with SEO keywords?
No. We don't do this because:
- Sophisticated markets find it tacky.
- It cheapens the sense of your offering.
- Keyword stuffing on your homepage breaks the overall conversion journey of your copywriting as a whole.
Content writing (for example long form articles) is the best place for longtail keywords. If you must have keywords on your website copy we can work these into your FAQs section. .
Do we need buyer research?
Buyer insight research is essential ahead of new copywriting - it gives us the true pain language clients and using and how they map your feature-set to their actual outcomes. Often this is radically different from imagined client personas. You might have buyer research and insights already, and we can show you how to do this phase yourself (before we start working with you) at no extra cost.
Who should attend positioning and copywriting workshops?
Usually founders and/or engineering and marketing leads: the 1-3 people in your company closest to:
Your clients
Your product
Your marketing strategy
What is the invoicing schedule?
Invoicing is 50% of the fee upfront before project start, and 50% on completion. This aligns our incentives.
"We invented a new piece of outdoor kit . We call it the RuckRaft®. It's a towfloat and drybag system for epic swimming and hiking adventures. Working with Dan was spot on. Loved the product copywriting vault."
Tom & Will, Co-founders, Above/Below
Who you're working with
Danny Clugston
Hello. I'm a Geographer with a career background in analytical urban design and wayfinding.
I've also spent some time helping to launch an ecology startup working with technical offerings in the amenity herbicide sector.
I love working with people who are building machines and hardtech which is out in the field solving real problems.
Right now I live in Britain.
Feel free to connect on LinkedIn.

Conversion copywriting for leading edge technical products

10TIGER IS A MICRO AGENCY THAT HELPS TECHNICAL COMPANIES POSITION, EXPLAIN, AND SELL THEIR LEADING EDGE OFFERINGS WITH DIFFERENTIATED WEBSITE COPYWRITING AND BUYER NARRATIVES.

Do you need to fix copywriting?

TECHNICAL COMPANY WITH ONE OR MORE OF THESE MESSAGING CHALLENGES

Complexity

Category

Clarity

Conversion

Get concrete, jargon-free copy

Map customer pains to product

Sell with features and capabilities

Fix copywriting strategically

Process

HOW WE WORK TOGETHER

Deliverable 1

Deliverable 2

Sitemap

Deliverable 3

Wireframe

Pricing

FIXED SPRINTS WITH UNLIMITED REVISIONS

Homepage Sprint

$3,250

Website Sprint

$4,750

Foundational Sales Letter

$2,750-4,750

User Research

$1,500

"Danny helped us rework our technical copy for QuenchSea (an off-grid desalinator launched on Kickstarter). A great copywriter."

Dennis Nwatu, Head of Business Development, Quenchsea

Book a Call

SEE HOW CONVERSION COPYWRITING CAN HELP YOU

"Robotti is our agricultural robot, Danny helped us quickly explain the true system value of our platform in a market with lots of alternatives."

Kamila Torrielli, Marketing Assistant, Agrointelli

Questions

COMMONLY-ASKED QUESTIONS

What is the expected timeline?

What is conversion copywriting for technical products?

How is this different from B2C copywriting?

Why does this take 4-6 weeks?

Do we work together asynchronously?

Do you use AI?

Do you A/B test copy?

Will you stuff copywriting with SEO keywords?

Do we need buyer research?

Who should attend positioning and copywriting workshops?

What is the invoicing schedule?

"We invented a new piece of outdoor kit . We call it the RuckRaft®. It's a towfloat and drybag system for epic swimming and hiking adventures. Working with Dan was spot on. Loved the product copywriting vault."

Tom & Will, Co-founders, Above/Below

Who you're working with

Hello. I'm a Geographer with a career background in analytical urban design and wayfinding.

I've also spent some time helping to launch an ecology startup working with technical offerings in the amenity herbicide sector.

I love working with people who are building machines and hardtech which is out in the field solving real problems.

Right now I live in Britain.

Feel free to connect on LinkedIn.