That is, the buyer carefully weighs the facts, makes comparisons and buys based on what product best fulfills his requirement. Certainly, there are emotional components to the engineer's buying decision. For instance, preference for one vendor over another is often based more on gut feeling that actual fact. But for the most part, an engineer buying a new piece of equipment will analyze the features and technical specifications in much greater depth than a consumer buying a stereo, VCR, CD player or other sophisticated electronic device. Copy aimed at engineers cannot be superficial.
Clarity is essential.
Instead, make it immediately clear what you are offering and how it meets the engineer's needs. Engineers want to know the features and specifications, not just the benefits . In consumer advertising classes, we are taught that benefits are everything, and that features are unimportant. He already knows the benefits and is primarily concerned about whether your semiconductor can provide the necessary performance and reliability while meeting his specifications in terms of voltage, current, resistance and so forth. Engineers are not turned off by jargon - in fact, they like it .