« When there's no Product Manual (Part I) | Main | Copywriters should blog about ...? »

Jul29
How useful is useful?
Gone are the days of corporate brochures and product catalogues. 3M is an example of this, coming out with safety tips with minimal 3M branding. The reason: Sincere concern! Coming out with marketing content like this helps boost your company's image (well yes it may be traced back to the non-profit side of the company's efforts but exposure is still exposure). Does your company have an advocacy program? If so, do they convey it well with writing? Showing genuine concern is one of the secrets to starting one.

The 32-page booklet contains no advertising (beyond the name of the company and the Nexcare division). From it I picked up some detailed info on the behavior appropriate for different fever-levels in adults and children (call doc if baby under 3 months has rectal temp of 100.5 F or more, 102 F for baby older than 3 months, for example). More importantly, the booklet puts all the standard first aid info in one convenient form that can be kept where most likely to be needed and consulted quickly in time of need while under stress to do the correct thing. (source)

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