Marketing is all about your message. How you say something is equally as important, if not more, than what you’re saying. That’s why you need to adapt your language and your tone to fit your audience.
If you’re dealing with highly technical customers – like engineers – then your communications should be up to the technical level that they’re used to. Otherwise, it just might feel like you’re speaking two different languages. You need to come across like someone within their industries who knows what they’re talking about. Since engineers can often be the decision makers at their company on what products to use, you must convince them more than anyone else that you offer a quality product or service.
Some marketers talk instead about simplifying engineering content, about making it understandable to the layman. Actually, at GGC we do the opposite: we take engineering content and keep it at an engineer-to-engineer level. While layman’s language may be the right strategy if you’re communicating in a B2C environment, in the B2B world, the technical buyer understands complexity and needs that complexity in order to make the right buying or spec decision. So we must be able to communicate at their level.