RE: Structure for Customer Briefs

[Marguerite Krupp <mkrupp -at- cisco -dot- com>]

Since you mentioned "marketing writers," I'm guessing that the document you
referred to as a "customer brief" is what some other companies call "product
brief" or "data sheet." Same animal, different company!

Briefly <G>, this beast consists of a description of the features,
benefits,and specifications of a product, sometimes with an accompanying
picture.

Features and specs are pretty self-explanatory. Benefits, OTOH, answer the
question, "Why would anyone want to use this feature?" That can be tough to
come up with, but that's the real skill of marketing writing,

If you can show a picture of the product in use, so much the better. Most
companies just show the product (which is tough with software!), but you get
the idea.

For examples, go to almost any company's website and look for product
literature. (Nice that someone thinks our stuff is "literature"!) For
example, look at www.cisco.com, or HP, or whatever website you choose for a
company in your industry.

Good luck with your project. It can be fun to do this sort of thing.

HTH,
Marguerite


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