Robert W. Bly, a chemical engineer and experienced copywriter for engineers, shares valuable insights into marketing to this unique audience. Engineers dislike gimmicky advertising and prefer informational and professional content. A straightforward, low-key approach often outperforms flashy ads and mailings. The engineer’s purchase decision is logical, heavily influenced by technical specifications. Jargon is welcomed by engineers, as it demonstrates a shared language. Visual language, such as charts and diagrams, is crucial in capturing an engineer’s attention. Bob Bly’s expertise in B2B and direct marketing provides valuable advice for effectively reaching engineers in the marketplace.
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