Here are some facts. Cold hard facts. Cold,cold, hard, diamond-hard facts. Which I've just made up. Actually, they're more vast generalisations than anything else, but if I call them facts, you'll be more impressed.
(i) people who work in IT sometimes find it difficult to write things down clearly. (ii) as a result, technical writing has a tendency to be awful.
In some cases, the poor standard of technical writing is down to a lack of objectivity. If you're a developer and you've spent 2 long years hand-coding an application, it's going to be very difficult to step back and write a user manual that doesn't use all the buzz words and phrases that you've been using for the last 2 years. A poor manual ensues, then. Also, and this is dangerous territory: some people, not all, but some people who work in IT don't actually communicate very well. This includes writing stuff down, unfortunately. So anyone who is highly involved in, say, virtualised server environments might not be able to communicate effectively all the pros and cons of virtualisation. Or they might be able to tell you what those pros and cons are, but not in a cohesive and interesting way.
It's in situations like this that a professional writer should be used. If it's explaining the ins and outs of cloud computing environments or writing a beginners' guide to application X, the combination of an objective eye and professional writing standards can make the difference between a product or service failing or succeeding.
So often, technical writing is peppered with jargon and technicalities, and sometimes, that's all well and good. No-one wants a Cisco guide to firewalls for instance to be written in such a way that could make it everyday reading; after all, it's not an everyday subject. Sometimes, jargon and buzz phrases are absolutely necessary for a document. It depends on the intended audience to a greater extent. But a guide for middle management on how to choose a hosting provider does need to be written in such a way that it can be understood by the fiercely non-technical.
So technical writing can be fairly dire because of a misunderstanding as to the intended audience. It can be dire because of lack of objectivity. And it can be awful because the person who wrote down the words just doesn't write words down very well.
In any case, a professional copywriter should be used to help matters out. But the writer needs to be knowledgeable enough about the subject matter to be able to get a good grip on the subject. The best writer in the world is going to make a hash of a body of work on middleware if he or she isn't quite sure what middleware is. What's required is that rare breed: a writer who can communicate highly effectively and who can understands all things technical too.
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Joe Green. Unscribble Copywriting. See [http://www.unscribble.com]. When your copy is well written, your business will benefit from increased sales and a greater number of sales enquiries.
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