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Subject:Re: Great piece on marketing collateral From:kcronin -at- daleen -dot- com To:"TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com> Date:Thu, 29 Apr 2004 21:03:18 -0600
I write sales proposals and technical sales documents for a living. I
thought that was a good article, both in content AND in how it was
written. The writer knows his or her audience. That audience apparently
doesn't include a few of you.
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).
Marcomm. You either get it, or you don't.
That was a good article pointing out the misplaced emphasis many marketing
teams place on slick collateral. I'll be showing this to my team at work.
They don't seem to mind fragments - they're too busy trying to sell stuff
to make the company some MONEY.
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