“Why do I get the feeling that the article was written by the marketing department and not the engineering department.”
This was the beginning of a comment in a LinkedIn discussion about a new technology, and cuts to the heart of the challenge for marketing to water and wastewater engineers. It also relates to why we may be slow adapters of new technologies and innovations. Engineers want proof. We want to see the data, understand not only that it works but how it works.
This trait makes us great engineers, but can be a challenge for marketers, and marketing departments. Whether it is copywriting or content writing, brochures, white papers, case studies or feature articles, when it comes to water and wastewater treatment marketing, speaking the language of engineers is critical. We have a LOT of questions. We want to see a lot of data. We want, no we NEED to know about a product from multiple perspectives.
We have questions – lots of them
Is it reliable? How do I know it will hold up under the strenuous wet environment of a treatment plant? How many of these have been installed, and in what climates? How long have they been in operation?
Is it easy to operate? What have been the challenges (and don’t tell me you haven’t had any)? How long will it take an operator to learn to do it? What kind of support do you offer?
Is it easy to maintain? What are the maintenance requirements - how often and how much time will it take? Will I need special tools? Are all components requiring maintenance accessible? Can I continue to operate my plant while I maintain it?
Is it energy efficient? What is the energy consumption curve? How is the energy requirement controlled? What sort of monitoring will I also need to install to ensure energy efficiency?
What results can I expect? Have you tested this on a broad range of water matrices? More specifically, have you tested it and validated it on a water matrix that is very similar to MINE?
The list is truly endless.
Show me the data
Do you have proof? Have you piloted this in a full scale system? Is there a pilot study you could no on my water, or better yet, at my plant? Show me the data from those studies.
The better you can anticipate and answer our questions, and show us the data to back it up, the more likely we are to specify your equipment.
Knowing the questions to ask for a particular process is key to developing marketing materials that address these questions. Using the correct terminology, providing the proof in forms that an engineer will appreciate, is key to making you case – and making your sale.
Because you see, engineers - we’re just different.
Leave a Comment