Marketing to formulation scientists
What a formulation audience reads, what it discards on sight, and how a technical buyer builds a shortlist.
Who it is for. Marketers who need to hold a credible conversation with a technical audience.
What is inside
- What a formulation audience reads, and what it discards on sight
- How a technical buyer builds a shortlist before you know they exist
- Stating a result with its method attached
- The role of application data in a first conversation
- Why "industry-leading" costs you credibility
- Channels this audience actually uses
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Questions about this paper
Is the paper free?
Yes. It is gated by a short form so I know who is reading, not paid for.
Who wrote it?
Matthew McGann, President and Owner of Particle Analytx. Eighteen years in analytical instrument sales and marketing — see About.
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Yes. Circulate it inside your organisation freely. Please do not republish it externally without asking.
Want the short version on a call?
Most of what is in these papers is faster to explain in conversation, with your own material in front of us.