Re: [libreoffice-marketing] Re: Marketing materials must answer three questions

Le Fri, 31 May 2013 11:31:24 -0400,
Marc Paré <marc@marcpare.com> a écrit :

> Le 2013-05-30 07:01, Jean Weber a écrit :
> > Related to the brochures we are working on...
> > I was taught years ago by a friend who worked (very successfully)
> > in fund raising that persuasive materials need to answer three
> > (unstated) questions in the readers' minds: So what? Who cares?
> > What's in it for me?
> >
> > --Jean
>
> Thanks for the tips! Sounds like a sub-set of the W5 ... we could
> almost call it the W3
>
> Who
> When
> What
> Where
> Why

Indeed. We have the features page, which is visually nice and has rich
information. But what we need is on top of this is a meta level,
(Jean's three questions) capturing both the essence of the product AND
the community (please let's not have another round of "unique value of
the product", we're not selling dishwashers). To rephrase Jean's
questions:
So what? (product benefits)
Who cares? (take a second look, others already did)
What's in it for me: how do I join, and why I do matter.

best,
-- 
Charles-H. Schulz 
Co-founder & Director, The Document Foundation,
Zimmerstr. 69, 10117 Berlin, Germany
Rechtsfähige Stiftung des bürgerlichen Rechts
Legal details: http://www.documentfoundation.org/imprint
Mobile Number: +33 (0)6 98 65 54 24.

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