TechWhirl (TECHWR-L) is a resource for technical writing and technical communications professionals of all experience levels and in all industries to share their experiences and acquire information.
For two decades, technical communicators have turned to TechWhirl to ask and answer questions about the always-changing world of technical communications, such as tools, skills, career paths, methodologies, and emerging industries. The TechWhirl Archives and magazine, created for, by and about technical writers, offer a wealth of knowledge to everyone with an interest in any aspect of technical communications.
Subject:Marketing Hype From:CHUCK PETCH <PETCH -at- GVG47 -dot- GVG -dot- TEK -dot- COM> Date:Tue, 18 Jan 1994 08:52:24 -0700
Within reasonable limits, marketing "hype" has at least two purposes in a user
manual: (1) the document can be given to prospective customers to help sell
them on the product, and (2) immediately after a sale customers want to be
reassured that they have made a good purchase; a bit of marketing may
help them reach that level of comfort.
Of course, if the marketing stuff is done with a too heavy hand, it may just
turn the reader off. So a good writer strives for balance, right? If the ratio
of information to hype seems too low to one of the writers, perhaps it *IS* too
low (In my experience, it's good to trust your instinct about things like
this), but that doesn't mean the marketing should be deleted altogether. I
would pare away *some* of the hype and see if that helps.
Grass Valley Group
petch -at- gvg47 -dot- gvg -dot- tek -dot- com