Re: Great piece on marketing collateral

Subject: Re: Great piece on marketing collateral
From: "Gene Kim-Eng" <techwr -at- genek -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Thu, 29 Apr 2004 20:59:05 -0700

I've spent much of my writing career in companies where the distinction
between technical and marketing communications was kind of blurry, and
one thing that's taught me is that *all* the documentation is (or should be)
a potential "marketing tool." My one and only "all-technical" publications
dept was at my previous employer, and I never was able to get that idea to
sink in there, even though it was common knowledge that our sales people
handed our user manuals out to potential customers...

Gene Kim-Eng

----- Original Message -----
From: <kcronin -at- daleen -dot- com>

> It's funny - one of the hardest things I've ever done was to try to get a
> team of tech writers to emphasize the *benefit* of the product they were
> documenting. At a former job, the company I worked for used its release
> notes as a marketing tool, and asked my team to write release notes that
> explained both what the new features were, and why the addition of those
> features was a good thing. That second part left most of my team stumped.
> They just couldn't get past the insert-tab-A-into-slot-B stuff (all
> written in complete sentences, of course).

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