RE: Great piece on marketing collateral

["John Posada" <JPosada -at- isogon -dot- com>]

>My two-cents worth: In *most* cases, once the user 
>has our technically written user guides in their 
>hands, they do not need to be sold on the benefits 
>of the product as they have already purchased it. 
>Now all they want to do is find out how to use it.

Not true:

1) Many companies, including mine, in the long run make more money on
maintenance renewals and upgrades than they do on the original purchase.

2) They are continually approached by competition telling them to dump X
product and replace it with Y product. They need to be continually
reminded why the bought the product and how the features are still
better than those being proposed by the competition.

John Posada
Senior Technical Writer
Isogon Corporation
http://www.isogon.com
  "Realizing Your Business Goals 
   Through Software Asset Management"




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