Re: Great piece on marketing collateral

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

> Why should technical writers, who presumably have an even BETTER grasp of
> a product's functionality, have a HARDER time identifying the benefit of
> the product? That makes zero sense to me.

More than this, how could technical writers, who presumably know that they
are supposed to be creating task-oriented documentation, and therefore
focusing specifically on how the product enables the user's tasks, possibly
do their jobs at all without thoroughly understanding the benefits of the
product?

Technical Communication is nothing more or less than after-sales marketing
literature whose sole commercial purpose is to ensure that the customer
realizes and enjoys the full benefit of the product they have purchased so
that they buy more in the future and tell their friends about it.

Technical writers who are struggling to define and defend their value in
their organizations need to make sure that both they and their bosses
understand their role in this way.

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Mark Baker
Analecta Communications
www.analecta.com
+1 613 614 5881




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