Writing for the 'Not Techy' Business Owner
Writing for non-tech-savvy business owners is about more than avoiding jargon — it’s about offering clarity, confidence, and a sense of empowerment in a world that often feels overwhelming.
Copywriting Tips
By Susie Taylor | Contributor WBN News | 19 July 2025
You’ve probably heard it before, maybe even said it yourself: “I’m not techy.” For millions of small business owners, this phrase isn’t an excuse. It’s a confession. A quiet fear. A cry for help.
And if you’re a copywriter, marketer, or content creator, that fear is your opportunity.
Because in a digital world that moves fast and speaks in acronyms, the “not techy” entrepreneur often feels left behind. They know they need a website. They understand the importance of email lists, SEO, social media, and automation. But they’re overwhelmed. Drowning in dashboards, tangled in tech-talk, and unsure where to begin.
As a writer, your job isn’t to impress them. It’s to guide them.
Here’s how to write with empathy, not ego, and craft copy that builds trust, not confusion.
Prioritize Clarity Over Cleverness
Fancy phrases might sound impressive, but if they don’t land, they don’t work. Your reader isn’t looking for buzzwords; they’re looking for answers. Instead of saying, “optimize for SEO with schema markup,” try: “Make it easier for people to find you on Google.”
This isn’t about dumbing things down. It’s about making the message digestible. Good writing removes friction.
Show the Path, Not Just the Product
Many non-techy business owners aren’t intimidated by tools. They’re intimidated by what happens after they invest. “What if I mess this up?” “What if I choose the wrong platform?” “What if I can’t figure it out?”
Write like a guide. Use phrases like, “Here’s how it works,” or “Step one looks like this…” Break it down into steps. Explain the process. Remove the mystery.
Confidence is built one clear sentence at a time.
Sell the Outcome, Not the Feature List
It’s tempting to list all the bells and whistles: integrations, analytics, mobile responsiveness. But most clients don’t care about the engine. They care about the destination.
Tell them what changes: “You’ll save time.” “You’ll book more clients.” “You’ll finally feel confident when someone asks for your website.” That’s what they’re buying.
Avoid Jargon, But Keep the Dignity
Here’s the truth: not being tech-savvy doesn’t mean someone isn’t smart. Some of the most brilliant minds I’ve worked with don’t know what a funnel is. And they shouldn’t have to.
Don’t talk down to your reader. Speak to them with respect. Say, “We’ll help you send the right message to the right people,” not “Leverage dynamic segmentation to increase CTR.”
Make your copy sound like a conversation, not a lecture.
Use Analogies, Visuals, and Anchors
Sometimes the best way to explain a digital concept is with a real-world metaphor. Say, “Your website is like your storefront,” or “Email marketing is your friendly follow-up.”
Even better? Add a diagram or screenshot. Show what you mean. Give them something to see, not just something to read.
Inspire Action with Encouragement
Your reader doesn’t just need information; they need affirmation. Let them know they’re not behind. They’re not broken. They’re not alone.
Say things like, “You don’t need to be tech-savvy, you just need the right support.” Or “We’ll walk with you, step by step.” That kind of language turns doubt into trust.
The Bottom Line: Writing for the “not techy” business owner isn’t about removing the tech. It’s about removing the fear.
When you write with clarity, warmth, and a genuine desire to help, your message becomes a bridge, one that leads your reader from hesitation to action.
Because when someone feels seen and supported, they don’t just become a client.
They become a believer.
Contact: Susie Taylor - susie.taylor.writer@outlook.com
#Copywriting Tips #Storybrand #Small Business Marketing #Content Creation #Empathy In Marketing #Clear Communication #Entrepreneur Support
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