Technical Writers as Marketing Communicators  

Although there are important differences between technical and marketing writing, technical writers have some prerequisites that support a transition to marketing writing: in-depth product knowledge, research experience, and strong oral and written communication skills. To develop data sheets, brochures, and other materials technical writers must first understand the goals of marketing communications. By focusing on audience needs and product benefits, by using writing techniques that engage the reader, and by providing appropriate supporting visuals, technical writers can develop persuasive marketing messages.

Bednarz, Martha C. STC Proceedings (1994). Articles>Writing>Marketing>Business Communication

Writing Application Guides for Technical Products  

Application guides are a type of marketing brochure particularly well-suited to promoting technical products. Through the use of examples they explain how a technology is applied to solve problem of a similar nature. They help organize and simplify complex subjects and, therefore, make a technical product’s benefits more understandable to potential customers. Like other marketing communications, application guides require careful editing and graphical support to make them powerful and persuasive.

Bednarz, Martha C. STC Proceedings (1995). Articles>Documentation>Writing>Technical Writing