In the first year after Wendy and I started TREW Marketing, I told her I’d like to write a book. As I describe in the Acknowledgments, “She was a little dumbfounded at the idea—like I could write a book on the side while starting a business. Duh.” Years later, the timing was much better. TREW was on a solid growth path with a great team, we had done years of work with smart clients and learned a great deal about what worked and didn’t work in marketing to engineers, and we had done multiple research projects to test hypotheses, analyze findings, and refine our approach.
So, in January of 2015, I began writing Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences and spent the majority of the year creating, rewriting, refining and finalizing more drafts than I can remember. While reviewers and editors were involved throughout the year-long process, writing a more than 50,000-word book was mostly an isolating endeavor. Early mornings, late nights, weekends – whenever the ideas and words flowed, I wrote…alone.
“The optimist: the glass is half full.
The pessimist: the glass is half empty. The engineer: the glass is twice as big as it needs to be.”
So when it was time to publish the book, I had some trepidation at the thought of turning it over to the world. And not just any world, but a world of engineers and scientists, who have a high bar for quality, detail and proof. I talk about this in the book’s Introduction:
“The thought of writing a book that engineers and scientists are going to read is daunting.
They see things differently. Everything engineers and scientists do, they do critically, and I expect reading this book will be no different.”
It’s now been six months, and I’m pleased with how this world has received the book. I have received comments of gratitude on Twitter twitter.com/rebeccag, informative reviews on Amazon, and acknowledgements from leading industry editors.
My feelings of trepidation have been replaced by relief and joy at the positive reviews published from leading publications and blogs such as EE Times, Microwave Journal, and The Manufacturing Connection. Here are a few excerpts from each:
Rebecca Geier is among the few marketers…who actually have a grasp of how engineers think. With this book, Geier puts some 20 years of technical marketing into a real "how to" guide for reaching engineers and turning their quest for information into sales.
Many marketers, public-relations people, and so-called "social media experts" think they can apply the marketing techniques they learned in business school to engineers. While some of what Geier covers in this book can be applied to just about any type of marketing to professions, she uses graphs and charts (things engineers like) to make her point that when it comes to generating technical articles, white papers, application notes, or videos as part of a marketing plan, you'd better understand the engineering mind. Engineers want solid, accurate technical information, not sales pitches and other "fluff."
This practical handbook lays out a systematic and actionable process for technology companies…to communicate with [engineers and scientists]. She’s lived through the adoption of email, the Internet, the World Wide Web, social media and inbound marketing and has seen the power of these tools when effectively used for marketing. Practical and readable, “Smart Marketing for Engineers” will help the technical community better communicate our messages. It should be particularly useful for scientists and engineers who move into marketing or launch their own ventures, implementing an inbound marketing plan. However, before a business can develop a marketing plan, it must clearly understand its differentiation. Geier begins with this step, then moves to developing the marketing plan and creating “personas,” which describe the characteristics of the “buyers” the company wishes to attract.
This is a comprehensive guide to the latest thinking of inbound marketing. It will help you understand the marketing landscape and also understand the unique ways to engage engineers…If you are a company CEO or marketing director, do yourself a favor and not only buy the book, but digest its message.
If you’ve read the book, let me know what you think about it by sending me a message on Twitter (@rebeccag) or commenting right here on this blog. If you don’t yet have your copy, you can read more reviews and purchase the hardcover or Kindle ebook on Amazon here.