Re: Why marketing should make the user manuals

Subject: Re: Why marketing should make the user manuals
From: Beth Agnew <beth -dot- agnew -at- senecac -dot- on -dot- ca>
To: TECHWR-L <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Fri, 01 Sep 2006 10:35:27 -0400

This is a huge business tip that more companies should take note of. When putting together individual performance targets, they should wrap into the unit targets, which contribute to the departmental targets, and of course the overall company targets. Michael Gerber's The E-Myth talks about a business as a system. If you don't know how your work helps make the system successful, you cannot make that vital contribution, and the company is in trouble.

Companies also forget that there are different buyers. The sales people may talk to the Decision-making buyers and the Technical Buyers, but no one who represents the actual user of the product. Al is right, that the end user often doesn't know about the purchase until they are asked to use it. And then all too often the response is "What are we using THIS for??"

If, as a technical writer, you see your job as only to sit in your cubicle and turn out great documentation, that's fine. But we have a lot more potential than that. We are often the only people in the company who can see the product as a whole. We are also often the only people with an interest in working cross-functionally, talking to sales, marketing, training, QA, as well as development. We get to see the big picture. If we don't then share our insights from that perspective with others in the company so that things can improve, it's a waste of our talents. True, it's not always easy, but it is so worth it.

Al Geist wrote:

I read an article once (in INC magazine) about a guy who bought an
envelope manufacturing company. ... When his
employees realized that they were all (even marketing) actively involved
in the success (or failure) of the company, profits started growing
until the company is now one of the envelope industry leaders.
The user guide is as much a marketing tool as anything else and tech
writers are as important as marketing in presenting the best image to
the existing and potential customer. ... Unfortunately, the problem is not the marketing department as much as it
is the sales process. Most buyers are not end users. ... Unfortunately, the end user is often the last person consulted on what products to purchase.

--
Beth Agnew
Catch the Buzz: http://bethbuzz.blogspot.com
STC Presentation archived at:
http://www.301url.com/podcasting

Professor, Technical Communication
Seneca College of Applied Arts & Technology
Toronto, ON 416.491.5050 x3133
http://www.tinyurl.com/83u5u

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

WebWorks ePublisher Pro for Word features support for every major Help format plus PDF, HTML and more. Flexible, precise, and efficient content delivery. Try it today! http://www.webworks.com/techwr-l

Easily create HTML or Microsoft Word content and convert to any popular Help file format or printed documentation. Learn more at http://www.DocToHelp.com/TechwrlList

---
You are currently subscribed to TECHWR-L as archive -at- infoinfocus -dot- com -dot-
To unsubscribe send a blank email to techwr-l-unsubscribe -at- lists -dot- techwr-l -dot- com
or visit http://lists.techwr-l.com/mailman/options/techwr-l/archive%40infoinfocus.com


To subscribe, send a blank email to techwr-l-join -at- lists -dot- techwr-l -dot- com

Send administrative questions to lisa -at- techwr-l -dot- com -dot- Visit
http://www.techwr-l.com/techwhirl/ for more resources and info.


References:
Re: Why marketing should make the user manuals: From: Al Geist

Previous by Author: behavioral specifications
Next by Author: Re: The Documentation Being Put Through Qual Assistance Process
Previous by Thread: Re: Why marketing should make the user manuals
Next by Thread: Re: Why marketing should make the user manuals


What this post helpful? Share it with friends and colleagues:


Sponsored Ads