“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” - Theodore Levitt, Harvard Marketing Professor A drill bit is a feature. A feature is a means to an end, not the end itself. But if we take this another step further, people don’t even want a hole either. What they really want is the shelf that will go on the wall once they drill the hole. That’s not entirely the end of what is desired either. What people want is the drill bit which drills a hole in which a shelf is anchored upon which they can place the things they want to see and be pleased. But why do they seek to be pleased with stuff they put on a shelf? This is the question you want to answer as a marketer. The answer to the question, “Why do people seek to be pleased with stuff they put on a shelf,” is the target at which to aim marketing tasks. In other words, you must realize no one wants to buy a quarter-inch drill bit. They want whatever the answer to my question is. And not everyone answers that question the same. Some may be pleased with the stuff on their shelf because it unclutters their home and makes them feel at peace. Others may seek approval from their spouse. Still others may seek an ego boost when guests visit and praise the beauty of their home. To sell more drill bits, you have to understand that your customers want peace, approval, an ego boost, or something else. Therefore, emphasizing the qualities of the drill bit, such as its materials or craftsmanship, will not convince anyone. You must sell what the drill bit does and what part it plays in accomplishing what the customer “really” wants. So, as consulting engineers, we must ask ourselves what our clients want. Are they seeking peace? Do they want reliability for their customers? Do they want happy citizens? Your marketing messages must always be aimed at what they want, not the features of great engineering ability. We must be able to demonstrate the role we play in helping our clients achieve their end goal. Practice marketing benefits, not features. Think about what your client really wants and craft your messages around what you do that benefits them. EXAMPLE Engineering features of a bridge may include a multi-beam structure, reinforced concrete abutments, and steel piles. The bridge may be two-lane with 6-foot-wide shoulders for bikers and pedestrians. It will certainly feature a specific height, length and width. But none of these features tell you the story of the bridge. Engineering benefits of a bridge may include multi-model transportation for the safe passage of vehicles, pedestrians, and cyclists. It may satisfy a specific design for barge traffic underneath, which ships tons of resources needed for everyday life. The rehabilitation of a bridge may have historic significance for why a community grew economically 100 years ago. Learn to message your projects to communicate the benefits first, features second. Tell the important story of why the project is a benefit and who it benefits. Then explain the details of how it happened, how it was engineered!
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Building Trust and Influence: Content Marketing and Thought Leadership for Engineering Firms12/4/2024 In the world of engineering, it’s all about solving problems, staying innovative, and building relationships. But how do you show potential clients and industry peers that your firm is the best at what you do? Enter content marketing and thought leadership—two powerful tools that can elevate your brand, win clients, and establish your firm as a leader in the industry. Let’s break it down into five easy-to-digest strategies that can transform how your firm connects with its audience. 1. Share Stories of Success Case studies are gold for engineering firms. Everyone loves a good story, and clients want to hear about real-world challenges and how you solved them. Did you save a city millions with an innovative drainage design? Share it! Outline the problem, the solution, and the measurable impact. It’s like show-and-tell but with blueprints and data, and it proves your expertise in a tangible way. 2. Keep the Conversation Going with Blogs Blogging may seem old-school, but it’s a workhorse for content marketing. A blog is your space to answer questions your clients didn’t even know they had. Topics like “How to Choose the Right Firm for Your Next Roadway Project” or “Beyond Barriers: Mapping the Future of Nuclear Power with Prairie Engineers | LinkedIn” can position your firm as a helpful resource. Keep it casual, use simple language, and don’t shy away from a little personality—it’s what makes your firm relatable. 3. Make It Visual Let’s face it: engineering can be complicated, and not everyone has time to sift through technical jargon. That’s where visuals come in. Videos, webinars, and infographics simplify your message and make it more engaging. A time-lapse of a completed project? Gold. An infographic breaking down the process of LiDAR scanning? Even better. Visual content not only captures attention but makes your message stick. 4. Be a Thought Leader, Not a Salesperson
This is where thought leadership comes in. Thought leadership isn’t about selling—it’s about sharing. How do you work effectively within the federal market? (Prairie Views - SPECIAL EPISODE at Small Business Conference in New Orleans | LinkedIn). How will AI reshape infrastructure design? By offering unique insights, you position your firm as a trusted authority in the industry. Don’t be afraid to tackle tough questions or share bold predictions. Your clients want to work with forward-thinkers, not followers. 5. Get Social You don’t have to be on every platform, but you do need to be where your clients are—and for engineering firms, that’s LinkedIn. Share your case studies, videos, and blog posts. The Role of Artificial Intelligence (AI) in Enhancing Expertise, Not Replacing It | LinkedIn. Host a live Q&A or share a behind-the-scenes look at a project. The goal is to start conversations, not just post and ghost. Social media lets you connect with clients, partners, and even future employees in a more personal way. Why It Works Content marketing and thought leadership are all about building trust and fostering relationships. When you share knowledge, tell stories, and start conversations, you’re not just marketing—you’re connecting. And in a field as technical and competitive as engineering, those connections can make all the difference. So, what are you waiting for? Start sharing your firm’s expertise. Whether it’s a killer case study, a fascinating whitepaper, or a short blog post, every piece of content brings you one step closer to becoming the go-to firm in your industry. After all, the more you share your story, the more your audience will want to be part of it. Your turn: What’s the next story your firm should share? You are an A/E/C professional marketer. You work for professional architects, engineers, and construction experts. Your firms typically have professionals who take care of payroll, accounts payable and receivable, IT and other technologies. The firm does well when everyone does their job and executes tasks based on their skills and expertise.
The Marketing Squeeze As a professional marketer you have specific skills and expertise that are unique to you. It is why you are hired, or maybe why you should have been hired. But this marketing gig is often a frustrating and sometimes confusing role to tackle. Unlike IT or payroll, somehow marketing is an area where firm owners, usually design or construction experts, like to meddle. Too many professional marketers get hired at A/E/C firms, but never do any "real" marketing. They quickly become proposal coordinators and graphic artists. Eighty to ninety percent of their daily tasks become centered around proposal writing, coordination, and graphics. Whatever time they have left over may get spent on actual marketing. If a lucky marketer spends time on marketing tasks, firm leaders pick it apart or reject it. These tasks include market strategies, website UX, brand image and integrity, social media campaigns, video marketing, and others. So, what is an A/E/C professional marketer to do? Let Me Take a Look at That Bridge for You! Let's flip the script and see what it might look like if the shoe were on the other foot.
Stay in Your Lane :) If you are reading this as an A/E/C technical professional or firm leader, please hear me! It takes the whole team to make the ship move. Your expertise and leadership are vital to the firm's success. However, it slows you down and the firm when you try to play the role of the marketer. Your participation is needed and appreciated but stay in your lane. Trust your marketers to be experts in marketing. Listen to their advice and trust their judgment. Here are a few steps to take.
Step Into Your Power If you are reading this as an A/E/C professional marketer, believe in your skills and expertise! Your firm needs you and needs your unique voice. Do not allow yourself to get sucked into tasks you are not meant to complete. Lead your firm in marketing! Move the culture toward excellence in marketing. Here are a couple of pieces of advice.
Win - Win - Win If all the professionals are allowed to be professional, then we have happy employees and leaders growing together. Leaders - lead. Designers - design. Marketers - market. The firm succeeds, everyone makes money, and society benefits! |
AuthorGabe Lett, FSMPS, CPSM, LPC Archives
January 2025
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The views and opinions expressed on this blog do not necessarily represent the views or opinions of Prairie Engineers.
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