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<h1>1. Engineers look down on advertising and advertising people, for the most part</h1>
<p>
Engineers have a low opinion of
advertising—and of people whose job it is to create advertising.</p>
<p>The lesson for the business-to-business marketer? Make your advertising and direct mail informational and
professional, not gimmicky or promotional. Avoid writing that sounds like “ad copy.” Don’t use slick graphics that
immediately identify a brochure or spec sheet as “advertising.” The engineer will be quick to reject such material
as “fluff.”</p>
<p>Engineers want to believe they are not influenced by ad copy—and that they make their decisions based on technical
facts that are beyond a copywriter’s understanding. Let them believe it—as long as they respond to our ads and buy
our products.</p>
<h1>2. Engineers do not like a “consumer approach”</h1>
<p>
There is a raging debate about whether engineers respond better
to a straight technical approach, clever consumer-style ads, or something in between. Those who prefer the creative
approach argue, “The engineer is a human being first and an engineer second. He will respond to creativity and
cleverness just like everyone else.”</p>
<p>Unfortunately, there is much evidence to the contrary. In many tests of ads and direct mailings, I have seen
straightforward, low-key, professional approaches equal or outpull “glitzy” ads and mailings repeatedly. One of my
clients tested two letters offering a financial book aimed at engineers. A straightforward, benefit-oriented letter
clearly outpulled a “bells-and-whistles” creative package. And I see this result repeated time and time again.</p>
<p>Engineers respond well to communications that address them as knowledgeable, technical professionals in search of
solutions to engineering problems. Hard-sell frequently falls on deaf ears here—especially if not backed by facts.
</p>
<h1>3. The engineer’s purchase decision is more logical than...
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