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To consider marcomm equivalent to tech writing may be misleading. Similarly,
to consider that marcomm is based on logical persuasion through content is
not especially useful, and is in direct opposition to the view of reality
held by most psychologists and marketing people.
Buying decisions are made emotionally the overwhelming majority of the time.
The only real use for "facts" is to support the emotional decision, and
reduce the level of post-decision anxiety. Marcomm, to be effective, should
stimulate an emotional response in the prospective consumer. If it does not,
it fails. By the way, that includes prospective consumers from the
engineering part of humanity, too. The only difference is that they need to
be spoonfed numbers that appear to be meaningful, to "justify" the decision
as being in concert with their carefully nurtured self-images of being
logical, rational beings.
ANNOUNCING ROBOHELP STUDIO
Create professional Help systems that feature interactive tutorials and
demos with all new RoboHelp Studio. More at http://www.ehelp.com/techwr-l2
Mercer University's online MS Program in Technical Communication Management:
Preparing leaders of tomorrow's technical communication organizations today.
See www.mercer.edu/mstco or write George Hayhoe at hayhoe_g -at- mercer -dot- edu -dot-
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