The Competitor Is Cowardly!

Subject: The Competitor Is Cowardly!
From: George Mena <George -dot- Mena -at- ESSTECH -dot- COM>
Date: Thu, 23 Jul 1998 14:07:41 -0700

This "attack" by Burke's competing firm is obviously a variant of the
successful ad campaign Apple Computer ran in the early 1980s.

Back then, you had an IBM PC being shown on TV and three binders' worth
of documentation being dropped next to it with a big thud.

When it came time to show the world how easy it was to use a Mac, one
spiral-bound manual maybe an inch thick floated down gently, landing
like a leaf on a foot of snow. :D

For these bozos, however, their idea's a bust because Burke's company
can write manuals and the competition can't -- or won't! :D

George Mena
Technical Writing Consultant
George -dot- Mena -at- esstech -dot- com
ESS Technology, Inc.
Fremont, CA
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