Continuing our short series of blogs discussing White Papers, Guides and now Data Sheets - important documents that each have a role at different stages of the buying process.
White Papers provide a briefing relevant to the product technology and current state of knowledge while Guides offer more specific information on topics such as planning, options, installation needs and other practical considerations. But at some point customers will need detailed product information. This is the role of the Data Sheet. Interestingly none of these three documents is an overtly sales document - the traditional glossy brochure extolling the virtues of the product for example. Clients are typically expressing less demand for brochures as high volume printed items, but more commonly used as downloads or short run digital print as their role changes.
Data Sheets too are most commonly supplied as downloads and are vital documents particularly in situations where it is normal for a consultant or engineer to specify a product for a contractor or buying department to purchase. They should contain relevant and sufficient content for the product to be specified and the nature of the data will depend on the product itself. Where there are a range of products in the company portfolio then it can be helpful to have a design that allows users to find the same type of data in the same section on each, for comparative purposes. Data that falls into specific categories such as 'electrical', ''mechanical', environmental' and 'standards' compliance helps give structure to the data sheet. Headings, classification and contact details are also helpful elements to include to help order and index a suite of data sheets. Often creating a comprehensive, coherent range of data sheets is not recognised as a high priority, but getting the supporting information correctly documented is an important and essential marketing task.
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