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Marketing to Engineers (2001)

m a chemical engineer and have been writing copy designed to sell products and services to engineers for 10 years. Heres what I know about appealing to this special audience: 1.

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.” But engineers need to know the features of your product—performance characteristics, efficiency ratings, power requirements, and technical specifications—in order to make an intelligent buying decision. Bob Bly Copywriter, Consultant and Seminar Leader 22 East Quackenbush Avenue, 3rd Floor, Dumont, NJ 07628 Phone (201) 385-1220, Fax (201) 385-1138

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