One Message, Many Approaches

A little more than a year ago, I met with a communications expert, and several training experts to discuss our combined efforts for rolling out a company-wide application and business process for 30,000 across the United States.

We faced major hurdles: we couldn't communicate directly with most of our users and we couldn't require them to take training. We could, however, create training and make it available and we could contact them through their groups' internal newsletters.

We spent the first meeting covering one simple point: every single word we spoke, recorded, wrote, or disseminated had to speak to our main points or we didn't say it. It took us two weeks to assemble our talking points before we even started to design our various products.

Then, we went off and created a plethora of multi-media delights, from newsletters, to table placards, to online live and recorded demos, to content-rich on-line training, to townhall meetings, to a comprehensive FAQ and help file. The effort included marketing, change management, training, user acceptance training, and support. And through the entire process, when determining if we were on course, we went back to the talking points.

Our roll-out was as smooth as it could be, considering its constraints. But the process was enlightening. Our approach went beyond single sourcing. It combined our marketing, technical documentation, training, and change management approaches to assure that every aspect of the message was in sync across all components.

I've written technical documentation for nearly twenty years now, and never have I worked in a circumstance that allowed this convergence. Tech docs is content in their silo, adjacent to the developers--but not too close. Marketing sits someplace else. Training might talk with marketing, or might not. But an alliance between marketing, tech docs, and training is rare.

And that's too bad. If all user-facing activities, from marketing to end-user support, follow the same well-conceived and focused message, a user-focused approach is easier to develop and maintain. In a world where getting more with less is the rule, this approach is an easy, inexpensive way to serve customers and build loyalty.

How technical writing can be marketing writing.

If you ask technical writers if they write marketing materials, they will often turn up their noses at your insult. And if you ask marketing writers if technical writing is marketing, they won't be much happier with your question.

And yet, when done correctly, technical writing may be some of the most subtle marketing writing that will help you keep the customers you have. Here's how you can do it:

1. Write to keep customers. I've written everything from end-user click-this-to-do-that manuals to complex programmers guides. In most cases, the documentation was well received and added to the word-of-mouth buzz among users, regardless of the complexity of the application. Writing a manual, it might seem, is easy. If you can't do that correctly, why should I expect you to program the application any better? Write it well, and users will notice, and tell people.
2. Be positive. When your customer uses the manual, you've already made the sale, so you don't need to market them, right? Wrong. Users talk to users and you want them to say good things. Highlight how your product's features are useful. Try to get in your users' heads and tell them specifically how to exploit your product to make their lives better or easier. If possible, provide samples. You want them to love your product, and you can help make that happen.
3. Write with an eye to future enhancements. If you know your product has functionality holes and the solutions are in the pipeline, tell your users. It builds trust because you're showing you understand their work. The issues better be relatively minor, though, and you'd better deliver on the promise.
4. Solicit feedback. Add an e-mail address and ask your users to pass along their feedback. When they respond, thank them for doing so and acknowledge what they said. You don't necessarily have to instantly solve every problem, but if you work with your support function to craft appropriate responses, your user community will respond.
5. Support can be a marketing tool, too. If your company has support functionality, include support contact info in your manuals and online help.

As the online world moves toward more interaction, these steps can add immeasurable value to your users. Marketing shows your users that they'll get return on the investment they make to use your product. Your writing, and the steps you take around it, should clearly demonstrate that value.

Following these steps will provide that demonstration, whether you write manuals or just get to deal with the users on a regular basis.