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 ollowing is a summary of the kinds of things you need to know before you start composing any communications.
1. Situation analysis: what's going on in your product division and with your customers - are sales down or up, any particular battles being fought on the competitive front, any big news that hasn't been communicated yet? What is the big picture?
2. Overall goals: what do you want to achieve by publishing this communication piece? Do you need recognition for your product, or to attract 1,000 new customers, or provide a handy reference for existing customers ... etc.? Consider the context: present offerings and planned future developments. And how do you plan to measure response?
3. What are your specific messaging goals? What are the primary features and benefits of your product? Where does it fit in the larger corporate story? How does it meet customer concerns? What sets your product or service apart from others? Bear in mind there are alternatives for everything: competing technologies, suppliers, manufacturers and solutions. There is also the alternative of doing without - especially in consumer goods.
4. Determine tone and image (brand identity).
5. What specific information supports your messaging requirements? Product info, statistics, industry trends, analyst viewpoints, customer testimonials, etc.
6. How should the information be prioritized and organized?
7. How will people get more information/buy? What's the call to action? Addresses, web/e-mail links, 800 #s, coupons, feedback forms?
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