When Mercedes made emotional owner’s handbooks

In this week’s Autocar magazine, Chris Goodwin bemoans the fact that Daimler AG has taken the romance out of its owner’s handbooks.

He refers to the handbooks for Mercedes cars built in the 1980s, and how they congratulated the owner on their wise decision to purchase an expensive, high quality car:

1980s Mercedes handbook

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New – Affective Assistance and marketing writing services

Cherryleaf’s announced a new service today – Affective Assistance and marketing writing services .

With technology becoming part of everyday life, sometimes the traditional approach to writing user documentation just doesn’t meet users’ needs. It can be the case that the formal and succinct approach to writing User Assistance isn’t right for users of your product or service.

It’s often about adding an emotional factor, being more conversational and less formal. It’s something we call “Affective Writing” or “Affective Assistance”. You can see this approach being used in the online User Assistance for applications such Firefox, where they reported a 13% reduction in the number support calls as a result of adopting this approach.

Consumer technology today:

Consumer technology in previous decades:

See Affective Assistance and marketing writing services .