6 Steps to Motivating Scientific Buyers: A Primer for Marketers of Science and Technology (Part 1)


by Colm O’Regan, Scientific Communications Ltd.


Marketers know how to follow their instincts, – it’s part of the job, after all -…


by Colm O’Regan, Scientific Communications Ltd.


Marketers know how to follow their instincts, – it’s part of the job, after all – but there are formulas and methods you can follow, especially when it comes to connecting with your intended audiences. Colm O’Regan specializes in technical copywriting for scientific companies, and outlines his tips for C&EN Marketing Elements in this two-part series. Continue reading Part One below!science marketing buyers journey

[dropcap size=small]H[/dropcap]ow do you motivate a scientific buyer to take the next step in the sales cycle? Not a bad question to ask yourself if you’re responsible for marketing scientific products and services. And if you’re not thinking about this, your competition probably is.

It all starts with a great recipe: A motivational recipe that grabs your prospect’s attention and entices them to keep reading so they take the next step.

In direct marketing or direct response copywriting, this is often called the motivating sequence. Below are the steps to get you started.

[dropcap size=small]Step 1[/dropcap]  Learn the motivating sequence!

The motivating sequence is like a recipe in itself, because it follows the same basic outline and can be applied to most of the communications you’ll write.

Motivate your scientific buyers to take the next step by following the outline below:

• Gain attention
• Highlight the problem or need
• Position your solution
• Prove what you’re saying is true
• Ask your reader to take the next step (call-to-action).

For example, you have a headline on your website’s homepage offering to help scientific buyers understand the solution to a specific problem, like decreasing method development time in biologics bioanalysis.

• The headline gains the attention of your prospects. After clicking on the headline, the prospect is taken to a landing page.

• The landing page is summarizing the problem for the readers, and the difficulties it imposes.

• A white paper is offered, explaining how a particular technology solves the problem. This is positioning a solution.

• The skepticism of the reader is overcome when they read the testimonials given by your previous customers. This is the proof.

• The end of the landing page asks the reader to fill out a form and download the white paper. This is the call-to-action that will take them to the next or final phase of your campaign goal.

[dropcap size=small]Step 2[/dropcap]  Write “benefit headlines”

Let’s get this out of the way now: You need to spend most of your time on the headline. 80% of your time, to be exact.

It’s been said if your headline doesn’t entice your prospects to read the rest of the copy, you’ve just wasted 80% of your marketing dollars. So you need to write good headlines! And the fastest way to write a great headline is to include a benefit.

For the buyer, this might be to save time, improve productivity, save money, get things done faster, comply with regulations more easily, improve sales, get the edge on the competition, or a combination of any of these things.

Benefit headlines work. Period.

The reason they work so well is they follow a proven and time-tested formula. An example of a benefit headline for a white paper would be:

Increasing Solar Cell Conversion Efficiency using Silicon Thin Film Technology: A Resource Guide for Solar Quality Control Managers

[dropcap size=small]Step 3[/dropcap]  Highlight the problem

Step 3 often blends with step 2. What I mean here is a well-written lead (the opening sentence or paragraph of your copy), like a great headline, will also gain the attention of your readers.

And like the headline, you need to spend a lot of time writing the lead. One of the best ways to write a great lead is to focus on the main problem that your solution helps to solve.

Of course, there are other ways to write a compelling lead that holds the interest of scientific buyers. For example, you could:

• Tell an interesting story
• Ask a provocative question
• Feature a key feature or benefit
• State an interesting fact or quotation
• Quote a satisfied customer

But my advice is to focus on the problem as your lead. This is the easiest way to do it, and will get your reader nodding along and interested in learning more.

If you decide to open your copy with one of the other techniques, make sure you still highlight the problem after the opening paragraph.

In my next blog post on this topic, we’ll talk about the final three steps in motivating scientific buyers. Every step is critical to having a motivating recipe that works in any form of marketing communication, be it a white paper, banner ad, email or sales letter. Click here to continue on to Part 2!


ColmOReganColm O’Regan is the owner of Scientific Communications Ltd. He has spent 10 years working in science labs and nanotechnology research. Now a technical copywriter and marketing communications writer, he helps scientific companies write marketing materials that generate qualified leads and motivate scientific buyers.

Start generating more leads today!

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Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

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Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

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Beth Kurup

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

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Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

Chris Nolan

Chris Nolan

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
CENBrandLab@acs.org

Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
CENBrandLab@acs.org

Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.