Reinforcing the marketing message


You can use technical content to buttress your marketing claims. For instance, if you claim that your product is easy to use, back up that claim with a quick start guide. WordPress provides a good example of this with their repeated references to a five-minute installation process.


The “Famous 5 Minute Installation” for WordPress (, captured March 21, 2012)

Motivated buyers nearly always have the ability to review technical content, such as product documentation, before they buy. If your marketing claims are not supported by the technical content, you have a problem.



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