Technical and industrial decision makers tend to be practical. They are looking for answers to specific questions and want you to show them why your brand is the right answer. They are happy to debate the pros and cons, and the application in particular circumstances.
Consumer ads can promise “this will be your night”. A dramatic photograph, the brand name and no verbal message at all can work. It’s pure emotion.
Technical and industrial clients, in contrast, value logic. They don’t have time to keep up to date with all the latest specs and ads are a useful source of information. Despite this, ads in trade journals and technical publications are frequently vague and miss the opportunity to give their customers the information they need.
For example, a current ad for pre-stressed concrete slabs is a montage of three photos, the company name, address and website and an oversized SABS logo. That’s it, nothing to explain why this particular brand is a good idea. Nothing about application or quality. No reason to make me say, hey, that’s the brand of pre-stressed slabs I want to buy.
In short, money was spent to tell potential clients about the product, but no information was given.
Is your industrial ad giving your customers the information they need? Find what matters to them, and make sure they know that you can supply it.