Industry insights / Marketing

The golden rule for marketing to architects and specifiers

Be transparent and accountable about building-code compliance, testing and the limits of a claim.

Specification depends on trust

Once specified, a supplier becomes part of a much larger project team. Architects need to understand what has been tested, the conditions of the test and where the product should—or should not—be used.

Clarity is a marketing advantage

Technical transparency is not an obstacle to strong communication. It gives a specifier a reliable basis for comparison and reduces the uncertainty that can remove a product from consideration.

Equip the people representing the product

Keep evidence current and make sure sales and specification teams understand the scope of the available claims. A confident boundary is more credible than an answer that overreaches the evidence.

This is general industry commentary. Project requirements and supporting evidence should always be checked for the specific application.

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