Engineers hate hype. They hate to be "sold" anything -- preferring to trust their
native analytical instincts to illuminate the reasons for accepting or trashing an offer.

Back in the mid-80's I had an opportunity to write a direct mail package introducing Texas Instruments' then new artificial intelligence program, Personal Consultant , to MIS people and project engineers. In one of the two tests, the offer was for a "Starter Package" that included a portable computer, the software, and a 4-day training course. The tab was $5,895 -- but the savings was $6,250.

If you want to catch a mouse, they say, make a noise like a cheese. So, if engineers are so anti-hype, don't give them any. Give them an objective-looking, analytical Q&A. On the back of a 4-color flyer showing the Starter Package, I wrote (with the product engineer's help) a 3-column Q&A that spelled out the benefits of expert systems in general and Personal Consultant in particular, repeated the offer and the call to action, etc. The personalized letter cut to the chase, too, with the two primary benefits in the first paragraph. Anyhow, the mailing was a huge success and ever since, I have paid attention to the value of a Q&A as a supplement to the sales letter, brochure, etc. when addressing engineers. If you're marketing software to engineers, at least test a Q&A as part of your package.

Specificity Adds Credibility

Whenever you're touting the power of your product to boost sales, don't just say it will boost sales. Say it will boost sales 37%, or some similar number you can defend through tests or experience. And if you're going that far, especially in a business-to-business offer, tell 'em how quickly they'll see that increase in sales. In a recent brochure for a software program for supermarkets, the headline reads "Boost your store profit up to 37% in just 12 weeks with xyz." That kind of specificity breeds confidence. Also, if it doesn't make a big difference otherwise, odd numbers (37%) instill greater confidence than even numbers. In this case, thirteen weeks would be slightly better, but the client's claim historically has been 12 weeks.