?? 5 Blocks MarCom Faces in Measurement Instruments Without Training ??
Kengo Yoda
Marketing Communications Specialist @ Endress+Hauser Japan | Python Developer | Digital Copywriter
For marketing communications managers working in the measurement instrument industry—especially those without a technical background—there’s a challenge that’s often overlooked:
?? You’re expected to produce technically credible content in a field you’re just beginning to understand.
If you've ever felt overwhelmed by specs, confused by sensor terminology, or unsure how to “sound technical” without getting corrected by engineers, this article is for you.
Let’s break down the five most common blocks that make technical communication difficult—and how to work through them clearly and confidently. ??
?? Block 1: “I don’t have time to become an engineer!”
?? Label: Knowledge Overload Paralysis
?? What’s Happening: Technical content in this field is full of unfamiliar language and standards. You might come across terms like “hysteresis nonlinearity compensation” or “ISO 6789-2:2017 traceability” and wonder how to explain them.
?? Why It’s Difficult: You’re expected to simplify complex engineering details—without formal training.
?? Example: You need to explain why a sensor with 0.01% FS (Full Scale) accuracy is more precise than one with 0.1% RD (Reading). But unless you know that “Full Scale” refers to the sensor’s entire measurement range and “Reading” refers to a single measured point, that explanation feels impossible.
?? Block 2: “I used technical terms, but engineers still don’t take me seriously.”
?? Label: The Jargon Uncanny Valley
?? What’s Happening: You use industry terms like “accuracy” and “repeatability,” but not always correctly—and technical people notice right away.
?? Why It’s Frustrating: In metrology, words that sound similar have very different meanings. Misusing one can hurt your credibility.
?? Example: Your brochure says the product offers “0.0001% precision,” when it actually achieves “0.0001% repeatability.” These are not interchangeable:
?? Block 3: “Legal removed everything specific from my content.”
?? Label: Compliance Straitjacket
?? What’s Happening: You start with bold, specific claims. But after compliance review, everything sounds vague and safe.
?? Why It’s Limiting: Regulatory guidelines (like NIST, EU MDR, or FDA rules) restrict how you can describe technical capabilities—especially if products are used in healthcare, aerospace, or defense.
?? Example: You write, “Our interferometer delivers revolutionary calibration precision,” but it becomes, “Offers enhanced measurement capabilities.” The final version sounds safe—but also generic and forgettable.
?? Block 4: “Engineers want detail. My boss wants ‘big-picture messaging.’”
?? Label: Audience Tug-of-War
?? What’s Happening: You’re stuck between two groups:
?? Why It’s Confusing: It’s hard to make one piece of content meet both expectations.
?? Example: A quick TikTok about Coordinate Measuring Machines (CMMs) trends well online. But engineers criticize it for oversimplifying concepts like GD&T (Geometric Dimensioning & Tolerancing)—a critical aspect of measurement accuracy.
?? Block 5: “My best content goes out-of-date every time standards change.”
?? Label: The Moving Target of Standards
?? What’s Happening: Just as you gain confidence, an industry-standard changes—and suddenly your content is outdated.
?? Why It’s Exhausting: To stay credible, you need to revise blog posts, videos, and white papers every time there’s a new standard.
?? Example: You publish a case study that references MIL-STD-45662A. Later, you learn the standard was retired. Now the study not only looks outdated—but could cause issues with clients in defense or government.
?? How These Blocks Turn Into a Vicious Cycle
These challenges don’t exist in isolation—they feed into each other:
And every new standards update can restart the cycle. ??
?? What You Actually Need (Good News Ahead!)
Let’s be clear:
? You don’t need to become a measurement expert overnight.
? You do need to learn how to ask the right questions, understand key terms, and write with precision.
? Most of all, you need to feel confident translating technical info into clear, compliant, and useful messaging.
?? The goal isn’t to “sound smart.” It’s to be accurate, clear, and credible—to both engineers and executives.
?? What’s Been Your Experience?
Have you faced any of these challenges? How do you balance technical expectations with marketing realities?
Let’s share insights and learn from each other.??
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