How to Write Telecom Content for Non-Technical Audiences

"The problem isn’t the content," Mike Koenigs told me over dinner. "It’s how you’re presenting it. You’re leading with the insight instead of earning the right to share it." That line changed my entire approach to writing—and to leadership communication. At the time, my writing was technically solid. Informative. Well-researched. Accurate. But it wasn’t landing. People weren’t engaging. They weren’t responding. Mike introduced me to a framework that transformed everything: Story → Insight → Action. The next time I used it, engagement doubled. But more importantly—people messaged me privately to go deeper. A conversation had started. Since then, I’ve taught this framework to hundreds of technical leaders, executives, and founders. 🔹 One CTO grew from 3–5 likes per post → 50+ comments + inbound client leads. 🔹 A visionary founder’s article landed a featured industry placement. 🔹 I even used this structure to ghostwrite a bestselling book—and its second edition. Why does it work so consistently? Because our brains are wired for story—not abstract insights. Stories trigger neural coupling. They build trust (oxytocin release). Once engaged, we’re primed for insight... but we need clear action or it’s forgotten. Here’s where this gets tactical: Story → Insight → Action works everywhere: 📌 The LinkedIn post you’ve been putting off? 📌 The technical presentation for non-technical execs? 📌 The team email about a new initiative? 📌 The investor pitch? SIA—every time. For technical minds, this bridges your specialized knowledge to a broader audience that needs it—but won’t engage without context. Here’s how to start immediately: 1️⃣ Start with tension: "Three weeks before launch, we found a critical flaw in our auth system..." 2️⃣ Make it human: What was at stake? How did it feel? Who was involved? 3️⃣ Bridge to your insight: "That moment taught me something I now apply to every project..." 4️⃣ End with specific action: Not just what—but how to start. I’ve seen this framework work across industries, platforms, and formats: → From viral posts → to executive keynotes → to technical documentation people actually read + use. Your expertise deserves to be understood—not just written.

✔️ Day 97 of the Dare Challenge ✔️ One of the most challenging skills in technical writing is adapting your content for different types of users. Because let's face it, Not all readers are the same. 💥 Some are developers looking for API endpoints. 💥 Some are end users who just want to get started. 💥 Others might be executives needing a high-level overview. So how do you tailor your writing to meet each audience’s needs? Here’s what I’ve learned: 🔹 1. Know who you're talking to Before writing anything, ask: Who is going to read this?  What do they already know?  What do they need to do next? The tone, structure, and level of detail in your doc depend on the answers. 🔹 2. Match the language to the reader Developers appreciate technical terms, code samples, and precision. Non-technical users want clear instructions, simplified language, and visuals. Stakeholders or execs often need short summaries and benefits, not implementation steps. Tailor your documentation accordingly. 🔹 3. Structure content differently For a developer, lead with functionality: “Here’s the API, here’s how you authenticate, here’s a sample request.” For a new user, lead with outcomes: “Here’s what this tool does and how to get started in 5 steps.” For a business audience, lead with value: “Here’s how this feature impacts your team’s efficiency.” 🔹 4. Use visuals wisely Not every audience learns the same way. Use code blocks for devs. Use step-by-step screenshots for beginners. Use charts or diagrams for high-level understanding. 🔹 5. Don’t assume The best way to know if your writing works? Test it. Ask people from different backgrounds to read your content. If they get stuck or confused, revise accordingly. 🧩 Writing for multiple audiences is like building multiple bridges to the same destination. The path may differ, but the goal is the same Understanding and empowerment. How do you adjust your writing for different users? #technicalwriting #knowyouraudience #contentstrategy #techcomm #documentation #writingtips

I didn't turn up to my presentation for Deutsche Bank and AnitaB.org. I prepared the slides. I put a lot of thought into why each and every tip was important. Yet at the end of the day, I wasn't there... I was sick 🤢 Still, their loss is your gain, because I've turned everything from that presentation into a blog post for your convenience! 🥳 In it, I cover the core of presenting technical concepts and/or digitalisation proposals to non-technical stakeholders. SPOILER: it's more about listening and watching than it is about convincing! Here's the summary for those not wanting to read the whole thing: 🧐 Speak their language: ask about existing knowledge and establish what 'level' the stakeholder wants to speak at. No need to jump into architecture if they only want to know about personnel requirements. 😳 Cater to the lowest level in the room: Try to modify your explanations so that everyone gets it. Even those with more technical experience can learn from hearing a non-technical explanation. 🤩 Focus on collaboration and co-creation: Don't view it as a pitch, but rather as a chance to design a solution together. Be open to "teach don't preach" if they do look for more details. 👏 Be direct about resistance: Communicate options, and interpret resistance as an opportunity to put their minds at ease or to design a different solution together. 🤫 Practice active listening: 'Listening' sometimes happens with the eyes, not the ears. Look for moments when people tune out, change topics, or fidget more. You're losing your audience! 🚙 Use metaphors: Bridges, factories, post offices, architecture, and housing construction have all been metaphors I have used for explaining software engineering concepts to non-technical stakeholders. 🧙🏻♀️ Incorporate storytelling: Where possible, use real-world stories to illustrate processes, for example on how software engineering teams work using agile approaches, or versioning control. 😎 Be their resource: View these talks as the start of your relationship beyond this specific project. Position yourself to be their 'go to tech person' when they need something clarified. --- What do you think? #engineeringmanagement #technicalcommunication #strategiccommunication #pitching https://lnkd.in/eNQ5stUW

People ask me how I explain technical concepts so easily to non-tech folks. My secret? I speak their language. But the truth is... There is no secret, just empathy and simplicity. To become a communication pro, you have to understand your audience. Here are 5 steps to get you started: - Break Down Complex Concepts: Use simple terms and relatable examples. - Avoid Technical Jargon: Swap out with analogies or metaphors. - Focus on Impact: Highlight how it benefits their goals. - Utilize Visual Aids: Diagrams make difficult ideas graspable. - Engage in Active Listening: Understand their goals and concerns first. Want to communicate effectively? Put these steps into practice daily. Remember, showing up and adapting is what separates good communicators from the rest. Start today. How do you make complex concepts easy to understand? Share your thoughts or experiences in the comments! #EffectiveCommunication #EmpathyInAction #SpeakTheirLanguage #ActiveListening #SimplifyComplexity

The greatest skill I’ve learned is writing code. The 2nd greatest is explaining why my code matters. Here are the 7 principles I use to communicate technical concepts to non-technical audiences. 1) Less is more This is the fundamental rule of communication. Sharing more technical details doesn’t make things clearer (it does the opposite). Judiciously sacrifice accuracy for clarity. 2) Use Stories A story is a 3-part narrative. My workhorses are: Status quo → Problem → Solution & What? → Why? → How? 3) Use Examples A representative example is often more powerful than a general definition. Use them to make abstract ideas concrete. 4) Use Analogies Analogies map the known to the unknown. For example: Fine-tuning an LLM is like turning a raw diamond from the Earth into something you can put on a diamond ring. 5) Numbered Lists In a sea of words and jargon, numbers stand out. They are a natural way to organize and share information. 6) Show, don’t tell Words take more effort to process than images. So replace text with illustrative visuals at every opportunity. 7) Slow down A short, rushed talk is more painful than a well-paced one. Make your talks clearer (and yourself calmer) by slowing down the pace of your speech. What communication principles have been most helpful to you?