I got a new shower mirror from ShowerTek (they used to sell these at Sharper Image..which is in some kind of bankrupcy limbo right now – their site says they’re coming back this fall). As I was installing the mirror, I noticed something interesting in the instructions. It said something to the effect: We’re continually improving product features so these instructions may not accurately depict the product you have.
I see this ocassionally. It’s that blurry area where marketing turns up in other printed materials. It’s nice to know that they’re always improving these mirrors…. but I couldn’t tell much difference from the older one I had. Regardless, they’re communicating a benefit right in the document where users are ending spending some time – the installation instructions.
Smart – perhaps accidental, perhaps completely true. Either way, it’s good to keep this in mind when you’re producing for your company. Find ways to show off your benefits in instructions, invoices, estimates…in addition to the usual places like landing pages, brochures, trade show booths, scripts, white papers, case studies and so forth.
