Re: Great piece on marketing collateral

["Mark Baker" <listsub -at- analecta -dot- com>]

David Neeley wrote;

> The *users* are rarely enough the *buyers* of the product.

Which is exactly why technical communications is a necessary part of marcom.
It is your first and sometimes only opportunity to communicate with the
actual user of the product. You have to market the full and correct use of
the product to the user because if they do not use it fully and correctly
then it will not deliver the benefits that were promised to the actual
purchaser, who will, as a consequence not buy any more of that product, and
may not even buy any more of your products.

It is essential to understand that the first sale is the beginning of your
relationship with a customer, not the end. Want your boss to appreciate what
you do? Remind them of the role of documentation in the ongoing maintenance
of the customer relationship.
---
Mark Baker
Analecta Communications
www.analecta.com
+1 613 614 5881


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