Easy as ABC

A Certification Program for Assembly and Owner’s Manuals

Manuals That Don’t Make You Scream

We don’t have to tell you what a nightmare manuals usually are. (Although we will – see below!)

Suppose your company has gone to the trouble of gaining a real competitive market advantage by creating a true gem of a manual; a manual that provides its readers with clear, step-by-step guidance down the road to success.

Now envision a great big gold sticker, right on the side of the box, stating that your manual is independently certified to be "Easy as ABC."

Do you think that might be a useful sales tool? How about if customers are already aware of that certification because you’ve mentioned it in your literature and in your sales training material?

The Manual As Seen Through the Eyes of A Traumatized Consumer

Have you ever started to assemble a backyard barbecue, hook up a home theater system, or (gasp) program a VCR, only to find yourself stumped by the manual’s unclear instructions? No matter your previous experience, even expertise, in a given area, you still find yourself stopped short by a phrase, caption, illustration or other well-intentioned bit of guidance that simply doesn’t make sense.

There are several possible reasons for this:

• The manual was created by an engineer. Engineers are accustomed to writing for other engineers. As a result, their prose is peppered with jargon and shortcuts that the average reader often will find mystifying.
• A professional writer was hired but was not sufficiently familiar with the product, in which case the instructions may be vague or misleading.
• The manual fails to reflect last-minute changes in the product’s assembly or operation.

Then there are the manuals written and translated abroad, that would be funny were it not for the potential havoc they wreak. We’re referring, of course, to those where the meaning is quite literally "Lost in Translation."

As A Marketer You Lose, Too

Imagine a different scenario: you’re not trying to use the manual, but to sell the product with which it’s associated. Imagine your otherwise excellent product or service being boxed up and returned to the store for a refund because an inadequate manual obstructed its beneficial use or enjoyment!

ABC: We Can Help You

Learn more about Easy as ABC^SM certification. Give us a call. Send us an e-mail. Or even drop a letter in the mail. We can help you help your customers and end-users.