Operating Manuals: An Overlooked Marketing Opportunity

Clearly, most manufacturers understand the importance of a first impression to begin the sales process. Yet what happens after the sale when it’s time to run the new machine and the new customer opens the operating manual?

Steamboat Brochure Says Nay to Skiing

It’s precisely that Billy Kidd photo that gets skiers excited to go skiing. That’s the product. And one of the most important rules in developing brochures, ads, postcards, Web sites and other marketing materials is to show the product. Don’t show me horses unless you’re trying to sell me horses.