Technical or professional marketing requires a different approach.

Technical buyers, professional buyers, engineers and the like, you can turn these types off by emphasizing benefits over specifications.

Professional technical buyers WANT specs. They want to compare your product’s attributes with other competing products.

Do they still want benefits? Of course. But you need more emphasis on the technical specs and features if you want to win them over.

That doesn’t mean emotion doesn’t play a role in their purchases. And while the emotion is more likely to be connected to such things as on-time delivery, tech support, reliability and pricing, that doesn’t mean aesthetics doesn’t play a role.

All other things being equal, a portable heart-rate monitor with a slick looking case is going to sell better than one with a plain gray functional look to it.