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the human2human (h2h) touch + authentic intelligence (ai) = Amanda Schaar

what's been Written to This Writer:

"I'd work with you again in a heartbeat." -CMO

"We appreciated you more than you know." -CRO

"next time I need a writer, I'm only hiring you." -CEO

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Harnessing the power of commonsense, humor, and coffee, Ms. Schaar's refreshing approach to outbound makes a much-remarked-upon impact. Outside the norm:

She has taken business concepts from the kernel of an idea, and directly contributed toward establishing them as flourishing, international enterprises. 

She has frequently lost clients because their pipelines became too full (short and long-term) to justify further outbound outreach.

20+ Years experience

300+ Happy Clients

10,000+ Creative Campaigns

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Featured Work

WINNING Taglines / Branding

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"24/7 Virtual Pet Care?

We Shih Tzu Not!"

AskVet.App

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"What will YOU do with a trillion facts at your fingertips?

Let's find out!"

Diffbot

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"Total obfuscation.

...this approach to cloud security is so unique, Gartner doesn't even have a quadrant for us..."

NetAbstraction (now Conceal)

Menu of Services

Client-Facing Strategy

(Great for complex clients, conceptual clients, and special snowflakes)

Multichannel:

Emails

Socials

Phone scripts

Landing pages

articles/Blogs

digital Ads

offline marketing

(All served up cold, warm, or hot)

campaign Analysis

(Great for verbal or visual analyses of data-based results

from the 20K-foot view to the hyper-nuanced)

Featured Article (January 2024)

TITLE: How to Position Your Multiphysics Simulation Software in Today’s Market

 

Abstract: How can a complex subject like Multiphysics simulation be an accessible subject at the same time? Well, it’s relative…

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Abstract Cont.: With a myriad of different applications for your software (3D design, autonomous vehicles, optics, acoustics analysis, embedded software, electron magnetics and fluid dynamics), you know we have plenty to talk about… So instead, let’s talk about ways of getting your prospects across use cases, job functions, and industries to sit forward, enjoy, and engage with your content!

 

This article shares some best practices for positioning a Multiphysics simulation software in today’s market. All of these best practices have been aggressively tested on real-world developers, engineers, design teams, and C-suites across industries, globally, by a senior content strategist with deep experience in the field.

 

Header 1: How to Position a Multiphysics Simulation Software Provider

 

Subheader 1: Overcome the Objections (For Skeptics)

 

Text: Let’s face it, most buyers in today’s market are skeptics, and rightfully so. In the process of writing over 10k+ multichannel campaigns for software/developer providers, I’ve found that the more innovative the solution is, the more skepticism it’s met with. 

 

In fact, the most truly groundbreaking solutions are at the greatest risk of going completely unnoticed because people believe they must be too good to be true!

 

One of the best ways to break through this skepticism and get buyers to take you seriously is to come right out and raise their most likely objections upfront (for example, ‘it’s been too long since someone had an authentic and exciting breakthrough to share in the field of {{fluid dynamics // electron magnetics}}’).

 

In this way you’ve quickly established yourself as a ‘bird of a feather’ with your most skeptical (read: most intelligent) audience members, who are already suspicious of ‘hype.’ And again, in my experience, this small but important nuance can help you land many of the most exciting and high-profile projects once they’ve been closed-won.

 

Subheader 2: Focus on the Benefits, Not the Complexities 

 

Text: Now that you’re sitting on the same side of the table with your prospective audience, show them what’s being done with your software that will excite them! 

 

It’s important to remember here that your prospects don’t need you to tell them (or guess at) what their problems are– they know what their problems are all too well…

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Instead, by offering your prospects clear benefits (A/B/C tested), you can let them (and collectively, the market) show you what they most want/need your help with. 

 

Ex: A) Multiphysics Simulation streamlines workflows, saves X% time!... 

Ex: B) Simulate twice, build once, save X% costs!...

Ex: C) Fastest speed to market!... (the proof of true innovation)

Ex: D) Fastest time to ROI!... (the proof C-suites need and deserve for their investment)

Ex: E) Better collaboration!... (take the noisy opinions out of the process; bring engineers and design together over facts…) 

 

{...The ONE the ONLY way OUR solution achieves this.}

 

In my experience, there will be a clear “winner” for what your audience is engaging with at any given time. Once we know what this is, we can lead with it, creating a number of more specific “sub benefits” to test against. 

 

For example, if the winner is “fastest speed to market,” we can double down using case studies, SME interviews, and even gamified surveys about what matters most when it comes to “speed to market,” how best to achieve it with our solution, and which of these approaches yields the best results for our purposes.

 

A good case-study example that shows 80% time saved on CAE analysis: SIEMENS CASE STUDY: Automating simulation processes to streamline automotive design workflows

 

Once you’re out of the ToFu (top of funnel) stage, you can also begin to A/B/C test “jargon”/”layspeak” approaches. This is often a critical point of contention (internally) between product, marketing, and sales– and usually best to test both, rather than debate.

 

Subheader 3: Make Learning Fun

 

Text: Contrary to some public opinion, most developers and engineers have a whimsical comic streak in them. One example from my experience is that Star Trek (and meta) references resonate with this audience every time.

 

COLD EMAIL (for decision-influencers)

Subject Line: Star Date: {Friday, December 5}.

 

[Name] knew that engineers were often asked to hit impossible deadlines— and sometimes Captain O’Brian is on the holodeck with Doctor Bashir, which makes engineering deadlines even tougher… 

 

When [Name] needed to {achieve specific goal}, they knew they could always call on {OUR COMPANY} to get the job done right in {the quickest and most cost-effective way}. 

 

All [Name] needed to do was schedule a time to talk about what they needed done. The calendar link to their fellow experts looked just like this <link>

 

PS: We’ll try reaching you on The Bridge as well, in case that’s more convenient. Live long and prosper.

 

Although this example is a cold email, the same logic applies in any content form. You’ll find that not only does this tongue-in-cheek style of content yield consistently higher-than-average engagements from this audience, but the responses will almost always be positive, curious, and informative– thus giving us more information to leverage in continued content creation, and leaving them with a good impression of {OUR COMPANY} in the meantime. 

 

Oftentimes, companies with highly-technical solutions will shy away from humor because they’ve worked hard to be taken seriously. But just as in physics (and Multiphysics), how we achieve that serious consideration can be relative. And fortune favors the bold (Forbes article).

 

Subheader 4: Physicists Have The Best 3rd Party Validation

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Text: Stand on the shoulders of giants and make your software the oldest– not the newest solution. Include your prospects and clients in your tremendous, time-tested achievement! They want to associate their day-to-day work with the culmination of something objectively great.

 

Third party validation for a multiphysics simulation software can create breathtaking narratives that involve the triumphs and failures of some of humanity’s greatest minds… all leading up to your greatest achievements in the field. 

 

For just one example, let’s discuss Thales, the “first mathematician” to introduce theoretical and practical geometry to Greece (link to Wiki article) in order to show how far we have collectively come, and show how we’re helping our clients go even further with mathematics applied simultaneously to millions of ever-present variables.

 

Subheader 5: Be Imperfect

 

Text: Let your prospects be the experts– they’ve earned their egos. In other words, don’t “tell them,” “show them” transparently why you and your software exists– for them, the experts.

 

An outreach example from a similarly complex software provider targeting international C-suites that was hugely successful used this reasoning:

 

We made {this software} because {our client company} couldn’t find a way to achieve {objectively useful outcome}. Now that the software is built, and proven to be effective, we believe it could be useful to other leaders in {industry} industry as well– that very much includes you. 

 

That’s why we’d love to show you how it works and get your feedback on it. We’re always working to make {this software} what YOU need it to be. Would you rather (force the positive) take this meeting yourself, or have us meet first with someone under you, maybe (demonstrate your knowledge) {Full Name}, your {Assistant Project Manager}? 

 

While the above example is pulled from a cold email, we successfully leveraged this same logic in articles, ads, landing pages, etc. Together, we garnered serious meetings from serious decision makers at “must have” logos/companies with this style of content.

 

As with humor, this “imperfect” approach can be met with resistance from some sophisticated companies– but that resistance means that when actually deployed (rarely), this approach can stand out in a remarkably refreshing way to high-level prospects across industries.

 

Here’s an interview from Quanscient that is already applying similar logic to their content in the field of quantum mathematics: Quanscient Blog: Quantum computing, hype, and CFD: an honest interview with our Chief Scientist

 

Header 2: Conclusion

 

While every simulation software and brand’s voice is unique, these best practices will help prospects find you, and trust you enough to hear what else you have to say. 

 

  • Overcome the objections (for skeptics)

  • Focus on clear benefits (not complexities)

  • Make learning fun (from time to time, show whimsical tech prospects your sense of pop culture/humor)

  • Leverage the best 3rd party validation (history’s physicists and mathematicians)

  • Be imperfect (let the prospects be the experts– they’ve earned their egos).

 

And finally, give them a clear CTA that puts the decision in their hands… For example:

 

Let us know when you want to run a practical simulation through our software! We’ll be happy to show you how it works using your real-world numbers and hypotheticals.

 

Best case scenario, you’ve found the software you’ve been dreaming of to achieve your {3D modeling} goals. Worst case scenario, you’ll have new information and new insight to take back with you to your project. Why not?

 

Link: Book Now.

 

Or, to double down again on humor and pop culture references, let us heed the sage words of Yoda when he says,

 

“Do. Or do not.”

Book now.

what's been Written to This Writer:

"Getting someone with your level of creativity on a marketing project is like hiring Ernest Hemingway to write your emails."

-Nonprofit

"A great deal of our success has been due to you."

-Logistics

"We closed every opportunity you sent us.

Perfect fits.

We learned a lot."

-Healthcare

the human2human (h2h) touch + authentic intelligence (ai) = Amanda Schaar

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