Your product manual is a marketing platform. Many consumer electronics makers still include horrible manuals in the box. They read like they may have been translated into English from Chinese, word for word. Other manufacturers don’t include a manual at all, saving (no, skimping) on printing cost.

This is a huge missed opportunity in our industry.

Your manual offers a tremendous opportunity to make a first impression. To teach. To excite. To train your new customer how to think and talk about your product.

A good product manual is a very cheap and easy way to market powerfully.

And I can’t think of one manufacturer that is taking advantage.