The tone of this article is moderately condescending to engineers.
> Engineers want to believe they are not influenced by ad copy—and that they make their decisions based on technical facts that are beyond a copywriter’s understanding. Let them believe it—as long as they respond to our ads and buy our products.
Engineers prefer to buy from ads where it is clear the copywriter understood the product they are selling.
> There is a raging debate about whether engineers respond better to a straight technical approach, clever consumer-style ads, or something in between.
You can be creative, as long as the critical facts are present and easy to find.
> Engineers are not turned off by jargon—in fact, they like it. ... Why is jargon effective? Because it shows the reader that you speak his language.
Maybe, maybe not. Too much jargon is as much of a turnoff as not enough jargon. It's more about knowing when to turn it on and when to turn it off.
> Engineers want to believe they are not influenced by ad copy—and that they make their decisions based on technical facts that are beyond a copywriter’s understanding. Let them believe it—as long as they respond to our ads and buy our products.
Engineers prefer to buy from ads where it is clear the copywriter understood the product they are selling.
> There is a raging debate about whether engineers respond better to a straight technical approach, clever consumer-style ads, or something in between.
You can be creative, as long as the critical facts are present and easy to find.
> Engineers are not turned off by jargon—in fact, they like it. ... Why is jargon effective? Because it shows the reader that you speak his language.
Maybe, maybe not. Too much jargon is as much of a turnoff as not enough jargon. It's more about knowing when to turn it on and when to turn it off.