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Messaging in Industrial Automation: From One Engineer to Another
Translating technical specifications into value propositions that resonate with decision-makers in industrial settings.
Why Engineers Should Care About Messaging
Shortened Sales Cycles
Clear communication accelerates decision-making processes, reducing the time from initial contact to project approval.
Improved Client Onboarding
When clients understand the value from day one, implementation and adoption happen more smoothly.
Enhanced Client Trust
Transparent, value-focused messaging builds credibility with key stakeholders before technical discussions even begin.
Crystal Clear Benefits
Effective messaging transforms complex technical capabilities into easily understood business advantages.
The Technical-to-Value Translation
Technical Features
As engineers, we naturally focus on technical specifications, protocols, and system architecture. We understand the elegance of a well-designed control system and the power of integrated data flows.
But technical excellence alone doesn't communicate value to decision-makers who may not share our technical background.
Value Proposition
Effective messaging translates technical capabilities into business outcomes. Instead of focusing on protocol bridging, emphasize how your solution helps "machines speak the same language."
This translation process doesn't diminish technical sophistication—it makes it accessible and relevant to those who approve budgets.
Communication as a Control Loop
Input: Your Message
The information you provide about your automation solution
Process: Client Understanding
How decision-makers interpret your solution's value
Output: Decision-Making
The actions clients take based on perceived value
Feedback: Market Response
Insights gained from client reactions to refine messaging
Just like a well-tuned control loop, clear messaging produces predictable, positive outcomes. When your input (message) is precise, the system (client decision-making) performs optimally.
Before and After: Messaging Transformation
The transformation doesn't eliminate technical accuracy—it simply shifts the focus to outcomes that matter to decision-makers.
The Messaging Framework for Automation Solutions

Identify the problem
What specific pain point does your solution address?
Define who feels the pain
Which stakeholders are most affected by this challenge?
Explain your solution simply
How does your system solve the problem without technical jargon?
Quantify the impact
What measurable improvements can they expect?
This framework helps transform complex technical solutions into clear, compelling messages that resonate with both technical and non-technical stakeholders in industrial environments.
Common Messaging Pitfalls in Industrial Automation
Acronym Overload
Using too many industry-specific abbreviations creates barriers to understanding. Always define acronyms or better yet, use plain language alternatives when possible.
Feature Fixation
Focusing exclusively on technical capabilities without connecting them to business outcomes. Each feature should be paired with its benefit.
Audience Mismatch
Using the same technical depth regardless of whether you're speaking to fellow engineers, operations managers, or C-suite executives.
Solution Without Context
Presenting your automation solution without first establishing the problem it solves and why that problem matters to the organization.
Industry-Specific Messaging Examples
Manufacturing
Instead of: "Our system provides real-time OEE analytics with customizable dashboards."
Try: "Spot production bottlenecks the moment they occur and boost throughput by up to 15% with instant visibility into machine performance."
Water/Wastewater
Instead of: "Remote SCADA access with alarm notification capabilities."
Try: "Respond to critical system events before they become costly emergencies, even when you're miles away from the facility."
Energy Management
Instead of: "Power monitoring system with data logging and trend analysis."
Try: "Identify energy waste patterns that traditional monitoring misses, typically reducing utility bills by 8-12% within the first year."
Measuring Messaging Effectiveness
When messaging improves, the results are measurable. Companies that refine their industrial automation messaging typically see shortened sales cycles, higher conversion rates, and smoother implementations. The chart above shows typical improvements after implementing value-based messaging strategies.
Getting Started: Your Messaging Action Plan
Audit Your Current Materials
Review your existing documentation, presentations, and proposals. Highlight technical jargon that might be unclear to non-engineers. Count how often you mention features versus benefits.
Interview Your Successful Clients
Ask them what initially convinced them to choose your solution. Their language often reveals the true value they perceive—which may differ from your technical understanding.
Develop Your Value Statements
For each key technical feature, write a corresponding benefit statement that focuses on business outcomes. Practice explaining your solution without using industry acronyms.
Test and Refine
Present your new messaging to both technical and non-technical colleagues. Gather feedback on clarity and impact, then iterate to improve effectiveness.