Website copy

User success stories

Copywriting design system

ROBOTTI is one of a select few farm robot platforms already proven in commercial use today.

Designed and built by AGROINTELLI in Denmark, ROBOTTI allows farmers to integrate autonomous field operations into their commercial farming practices today, without the risk of switching to overly complicated and unproven technology.

There are two versions, the more powerful twin-engine ROBOTTI 150D and the longer range ROBOTTI LR, which can operate for 60 hours autonomously.

Why ROBOTTI is different

Wherever possible, ROBOTTI avoids unnecessary costs and complexity using standard, field-proven components which are widely in use and well understood. AGROINTELLI have only used novel technology where necessary: in the self-driving components and automation sensors of ROBOTTI.

This pragmatic Danish design ethos means ROBOTTI is reliable, easy to run, and simple to maintain.

Unlike many other farm robots which specialise in only a single task or are locked in to only one type of field operation, the ROBOTTI platform is multi-purpose by design. It functions as a generalist tool carrier, able to use a large variety of existing farm machinery and implements using a standard power take-off (PTO) and 3 point hitch.

As a result, working with ROBOTTI does not create any systemic reliance on costly and closed technology.

Farmers don’t need to sweep away all of their proven farming practices and gamble on a 'revolution' in robotics or overly complicated designs and powertrains which may or may not pass the test of time.

The challenge

AGROINTELLI had a basic website for ROBOTTI giving only a short list of technical features. The opportunity was to use copywriting to explain the benefits of the platform, and the differences between the two versions.

The work needed to highlight the value of farm robotics in general, compared to conventional tractors, and contrast ROBOTTI against other robotic offerings across the agricultural market as a whole.

There was a need to use copywriting to translate the product features, which were well thought out and technical, into user benefits, desires, and pain points. And all in a way that was consistent and easy for AGROINTELLI staff to understand and apply to marketing activity. This was central idea behind the copywriting design system I created - a 24 page vault of copywriting in Google Docs.

The outcome

The copywriting design system allowed AGROINTELLI to standardise and scale their copywriting, that is: their ability to sell in writing. It provided a simple vault of copywriting from which all of their team can draw down from to drive sales in every instance of written content across the business as a whole.

What is the value of this work?

This is hard to quantify. The price point for ROBOTTI is high ticket and the platform has a long sales cycle with a low sales volume. So even a small percentage uplift in sales has a big effect on revenue.

I can’t state a precise percentage of ROBOTTI unit uplift attributable to copywriting, but I can guarantee my work helped AGROINTELLI sell more robots to buyers who better understood why they should consider ROBOTTI and the move into automated farming.

With copywriting handled, the designers and product specialists at AGROINTELLI can focus on solving their next big engineering challenges and placing ROBOTTI in more fields worldwide.

Copywriting design system

Platform introduction

Platform explainer

Features to benefits transformation

ROBOTTI 150D

Need to better position your technical product or platform to get more sales? Message 'yes' to:
dan at 10tiger dot com.