RE: RE: Great piece on marketing collateral

["Gene Kim-Eng" <techwr -at- genek -dot- com>]

As someone else already posted, in many purchasing 
situations, users and buyers aren't the same people.
However, even when they are, there is still "marketing"
to be done, but the focus shifts from "selling" the
product to "selling" its features and functions.  I've
lost count of how many stories I've heard of users 
calling Tech Support for assistance with some "complex" 
problem that could be solved by clicking on a single 
button in the UI.

Gene Kim-Eng


------- Original Message -------
On Fri, 30 Apr 2004 07:42:10 -0700 Marilyn Robbins wrote:
My two-cents worth: In *most* cases, once the user has our technically written user guides in their hands, they do not need to be sold on the benefits of the product as they have already purchased it. Now all they want to do is find out how to use it.


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