Mostly the brochures are artistically laid out and presented whereas users’ manuals are like government notifications; life less, color less and totally technical. The brochure gets the bigger share of budget as compared to the manuals. This indicates that most concerns treat potential users so much better than existing users and focus accordingly?
I think this should be other way round. I am not suggesting that marketers should stop making the documents to be given away for free. What I am saying is the focus should change. Users should get much nicer manuals, the way they want to, including online. That will help the potential users to buy and existing users to learn?
Thursday, September 25, 2008
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