RE: Great piece on marketing collateral

["Steve Schwarzman" <steve -at- writersbookmall -dot- com>]

Marketing isn't Sales. Marketing means (any MBAs out there are welcome to
pick nits) identifying who your market is, creating/adapting your product or
service to that market, and communicating with your market so it's aware of
how your product meets the market's needs. It doesn't necessarily mean
putting in sleaze and exclamation points and empty claims.

Good user documentation necessarily is written to the tasks that the
customer needs to perform, and it's more than legitimate to make that clear.
(Otherwise, you get the icky system-focused training or documentation we
discussed a few weeks ago.) Does that make a manual a piece of marcom? Well,
it's not a brochure. But it's certainly a significant part of an overall
communications package with the target market. So - yes, it's marcom.

Steve Schwarzman
___________________________________________
Books for Writers - http://www.writersbookmall.com


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