Good Documents Are Smart Business

Posted on: May 4, 2010

Without good documents that speak to the needs of your customers, a product is just a product. It’s like a car without gasoline: the potential for satisfying a need exists (transportation in the case of the car), but there is no way to realize the potential. To successfully market a product, your company needs to supply its customers with the “fuel” they need to learn how the product works and how to use it.

Let’s take a moment here to ask: what is a product? It is essentially a tool for solving a problem. It is something that lets you get the job done better, easier, cheaper, faster. A product satisfies a need or a want. The critical feature about a product is the benefit it renders. How much we benefit from something determines our perception of its value.

To give your customers a complete product, one they will value, requires that you communicate with your customers in a way that is meaningful to them. These communications, or documents, may take many forms: copy for print or digital media, blogs, e-publications, brochures, user manuals, computer-based courses, reference guides, data sheets – whatever your marketing mix calls for.

What benefits can you and your customers expect?

Well, the right documents give your customers a special key that they can use to open the door to all they need to know about your product. Nonproductive downtime is pared to a minimum. Customers get what they paid for. And the happier people are with your product, the more likely it is that they will buy from you again and recommend the product to their friends and colleagues.

If you intend to grow a company and build a market, remember to develop a document strategy for each of your products. Good written and visual communication will help your product gain acceptance in the marketplace. The investment is worth it if you mean business.

The right documents deliver. Without them, your company is just spinning its wheels, trying to travel with the fuel gauge on “empty.”  Elizabeth Lexleigh  lexpower  The Write Ideas


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