Six things you should know about marketing to engineers

This is a great summation of current marketing thinking about selling to engineers. I will be using it to justify adding more technical content to our proposals.
BusinessOL: Six things you should know about marketing to engineers

To summarize:

1. Engineers look down on advertising and advertising people, for the most part.
   
   "Engineers want to believe they are not influenced by ad copy"


2. Engineers do not like a "consumer approach."
   
   "Engineers respond well to communications that address them as knowledgeable technical professionals"


3. The engineer's purchase decision is more logical than emotional.
   
   however: "preference for one vendor over another is often based more on gut feeling that actual fact"


4. Engineers want to know the features and specifications, not just the benefits.
   
   "engineers need to know the features of your product...in order to make an intelligent buying decision" i.e. there is no benefit to your equipment being 460V, but the engineer needs to know this detail.


5. Engineers are not turned off by jargon - in fact, they like it.
   
   "Why is jargon effective? Because it shows the reader that you speak his language."


6. Engineers have their own visual language.
   
   "visuals immediately say to the engineer, 'This is solid technical information, not sales talk'."