It might feel risky…
But even if you’re in an industry like engineering or construction,
One of the best ways to protect your marketing investment is to go out on a limb and stand out in your messaging and design.
And it’s not just about cutting through the noise or being remembered (though those are critical considerations).
It’s also about audience trust.
This can be a little counterintuitive to some of our clients building public and commercial infrastructure (and understandably so). After all, their work involves:
- Massive projects, even exceeding 100 million dollars,
- Tons of stakeholders,
- Years of planning and coordination,
- Unnegotiable safety requirements,
- Complex supply chains.
It’s no wonder they don’t want their marketing to come across overly zany, personality-forward, or hell, we’ll say it — too different.
For them, the status quo is a known quantity. A trusted standard. An undoubtedly professional presentation.
But there is a catch (there always is, isn’t there?).
The siren song of “safe messaging.”
Tried-and-true industry tropes sound nice, right?
Familiar. Functional.
Offering a sense of security in a sea of supplier delays and contractual complexity.
But that sea witch isn’t just here to steal your voice. She’s doubling down for your doubloons.💰
Here’s how it works.
If you and your competitors are saying you each prioritize:
- Continuous improvement,
- Unwavering integrity,
- Quality craftsmanship,
- A seamless process,
- Lean construction, etc.
…Your prospects have heard it already. Your word starts to feel placeholder. Perfunctory. Or worse — indifferent. And where your audiences have pain points, they have no reason to believe things will be different this time.
In fact, you’re now forcing your prospects to choose between you and your competitors solely based on price (or, according to Gartner, based on their currently preferred vendor – which Forrester tells us most B2B buyers already have).
This squeezes your margins.
Undercuts the value of your work.
And undercuts the value of your word.
And, since Gartner also finds that 67% of B2B buyers prefer a purchasing experience that doesn’t involve sales reps — people will be looking at your presence online first.
Will you be showing them something new and unique?
Trust drivers help (but aren’t quite enough).
Where possible, it’s great to supply potential clients, partners, and talent with concrete metrics and social proof, like:
- Testimonials
- Company stats
- Case studies
- Awards won
- Client and partner logos
Those can do a lot of trust-building fast by spotlighting your undeniable results.
That said, your competitors will have metrics of their own.
And trust is both logical and instinctual — based on what you say and how you seem.
It’s a common truism that 80% of communication is non-verbal. But your written messaging still displays non-verbal cues.
People will be assessing:
- Does your company seem like category leaders?
- Authentic?
- Adaptable?
And if you’re saying the same thing as your competitors, you’re telling them “no” — even if your actual wording is saying you “deliver complex projects with elegant solutions.”
Side note: if someone were to sit across from you in a boardroom and say, “Hi, I’m Jamie Smith, and I’m the undisputed leader in my field.”
…Would you inherently believe them?
Messaging needs to show and tell.
Don’t get us wrong: keeping up with what your competitors are saying and doing is highly important. But replicating their messaging doesn’t solidify your unique position in your audience’s minds.
Here’s what we recommend.
There’s no way around it:
Strong strategic messaging — including in marketing for construction companies and engineering firms — comes from marketing strategy, created based on business strategy.
And business strategy comes from your org’s decision-makers.
Leadership needs to align.
Then, your marketing positioning and messaging can give a lay-up to sales.
So, we invite you to ask yourselves:
- Which clients and projects are you trying to win — and what makes you different from the top competitors vying for their attention?
- What most frustrates your audiences?
- What do your audiences need and what are they really trying to do?
Understanding first. Substance in strategy next. Substance and stand-out messaging after that.
Have questions?
Fill out the form below, and we’ll be happy to help.