Where are the product manuals?

Most products come without a how-to guide today.

Even Apple’s products — beloved the world over — come without a use guide.

Don’t make people have to schlep to your Web site to track down, download, and read your manual electronically.

You’re missing a massive marketing opportunity by not including a manual with your product.

You’re missing a chance to help people get the most out of your product.

You’re missing a change to build a relationship with your customers.

You make some of the most complex products on earth, and you’re not including a manual with them.

The marketing ramifications of that are significant, harmful and entirely avoidable.