Re: Please, advice on writing "product literature"

[Anthony Davey <ant -at- ant-davey -dot- com>]

Kirsten,

From a marcomms point of view, all you need to do is a features and 
benefits review.  Slant it at the official readers because the 
unofficial ones will want to see that you know how to do this properly. 
I don't know how much time and effort you want to invest.  On the one 
hand it's about to become a portfolio piece, on the other the ship is 
apparently sinking...

I would suggest that this goes to four pages as a maximum.  This is more 
than enough to outline the main features of the package and its benefits 
(maximum about 350 words per page in English).  If you want to aim it 
specifically at those upgrading, then it's a review of new features (not 
in the MS sense) and benefits, and what improvements have been made to 
existing parts of the package (enhanced GUI, faster access to database, 
more line items available, faster report generation, etc.), so you 
should be able to do it on two pages or less.

Format should be (IMO) sub-headings for each of the main (upgrade) 
features with short paragraphs explaining them.  About 50-70 words on 
each, if you can do it in this.  If you can, keep each paragraph about 
the same length (plus or minus five words).  Use bullet points where 
appropriate.

This is not a technical document; the reader needs to be told what the 
new package will do for him/her and say "Wow! If this will save me that 
much time/money, that would be great."  S/he doesn't need to know how it 
happens at this level.

Best regards and good luck,
Ant

Though rarely humble, my opinions are only opinions.


Kirsten Zerbinis wrote: