Absolutely not. In essence anyone can write for any market really. Actually I've read about some "copywriting software" that, according to its developer, so sophisticated that even demented monkeys can write kick-arse copy with it.
But there are certain advantages in talking to people who actually understand what you sell.
It's bloody hard to translate technical features and benefits into business benefits and value, which is the fundamental purpose of copywriting. But if your copywriter doesn't even understand the technical features, then there is nothing to translate, isn't there? Not a sausage.
This is why most IT companies compete on price. Whatever they say or write in their marketing materials is techie mumbo-jumbo, so since no one understands it, there is one factor to evaluate those companies: price.
But for a moment, let's look at successful novel writers...
Who has written some of the best medical stories? Robin Cook and Michael Crichton. Actually, Dr. Robin Cook, MD and Dr. Michael Crichton, MD.
Who has written some of the best spy/intelligence stories? Barry Eisler, ex-CIA; Ian Flemming (James Bond), British Navy Intelligence and Frederick Forsyth (The Day of the Jackal, etc.), Royal Air Force fighter pilot.
Or look at business. Google is one of the most successful companies in history. And who is at the helm? Folks with Ph.D.s in computer science. They understand business, but they also understand what they are actually doing.
Imagine you're talking to your copywriter about handshake signals and he reaches his right hand out to you.
Or you're talking about Apache servers, and your copywriter is crafting copy in his head about native Apache waitresses for your staff canteen.
How do you respond? Burying your face into your hands and breaking out in a hissy fit?
It's a pretty reasonable response under the circumstances.
Now your biggest problem is how to have this copywriter forget about Apache waitresses and learn about Apache servers as in computer networks.
No, subject matter expertise is not a requirement but most definitely an advantage of biblical proportions.
Many of your buyers are technical professionals with advanced degrees in technology. It may not be a good idea to try to fool them because it can cost you some serious credibility.
Many years ago, my badminton partner, a 747 pilot with British Airways, was fond of saying...
"You can recognise a real pilot by the way he climbs into the cockpit."
Similarly, you can recognise true experts by the words they craft in their marketing messages.
And the words you put out position your company either as industrial authority or a second-rate punk.
Actually, based on a 2008 study by Broderick & Company, here is a breakdown of what buyers of blazingly successful professional firms are looking for when hiring in consultants.
I reckon these criteria are good enough to hire copywriters too. At least for buyers of blazingly successful IT companies.
Hopefully this helps you to make the right decision.
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