Creating Engaging Product Guides
Brand | Instructional/UX | Research | Strategy
My team worked to create assets for the launch of several new oral care products. I worked to update, revise, and create new product guides for each new item. I worked cross-functionally with creative directors, brand managers, designers, project managers, and stakeholders to do research, gather information, and write accurate new guides for each product.
The Right Information
Each new product came with new features, benefits, and formulas. I gathered new and old information from the manufacturer, previous product guides and descriptions, and legal disclaimers to use as my sources of information. I then used the company’s voice and tone guide to ensure each guide honored the brand’s voice and values.
Instructional Writing & Promotional Opportunities
I collaborated with creative directors and fellow copywriters to find the best strategy to keep the product guides instructional but also promotional to fit the needs of the marketing department. We worked to create sections within each guide that promoted the company’s line of oral care products, as well as its social media efforts.
Limitations
We worked within a tight deadline that required us to create five different product guides simultaneously. We prioritized consistency and quality across all guides. (Ex. each guide featured a cross-sell page; we ensured that specific page was updated and revised in each guide accordingly.) Each product guide went through several rounds of revision, elevating the previous version.
Outcome: Cross-functional Success
This project helped me develop the skills to write brand copy that meets legal requirements while providing customers with engaging content that encourages brand loyalty. I was able to collaborate with different departments on headlines, visual concepts, and content strategy.