I am one of those people who typically unpack a new appliance and immediately get to work installing it, without bothering to consult the supplied user manual. And of course, something invariably goes wrong, and I am then forced to fish out the manual and retrace my steps.
Of course I am not alone in this. I know very few people who meticulously consult the user manual before figuring out their newly purchased appliance. It could be that most of us are either so excited about our new appliance, or simply too impatient to read the manual.
But reading the manual does pay. It saves time we spend trying to figure something out, when the answer was there, all this time, staring at us, in black and white. It also ensures that we install the product properly, thereby avoiding costly mistakes in set-up and use. Also, in the case of electrical or electronic appliances, it is definitely the safe thing to do.
But manufacturers could do more to ensure that their product manuals actually do get read. People often don’t bother with manuals because they can sometimes seem too technical and turgid in language. If they were made more accessible, customers would not discard them quite so easily. To go one step further, I would say that they should be made in such a way that customers would be tempted to read them.
So here are three tips for creating a user manual that will actually get read:
1. Focus on the customer. Remember, it’s all about her. She wants to get her product working as soon as possible, so don’t let her path be blocked by a long, detailed boring guide. You want her to love your product, so introduce it in a way that attracts. Let her see the benefits of reading your manual. Words such as ‘Quick Start Guide’ generally work; ‘quick’ is obviously what your customer wants, and ‘start’ implies that the product will be up and running as soon as she follows the basic steps set out in the guide. Also, the idea of a ‘Quick Start Guide’ is a psychologically attractive one. It tells the customer that, while there might be a thick booklet with detailed instructions somewhere in the box, you have however selected the most important instructions for getting the product working as soon as possible, and presented these to her as a ‘Quick Start Guide’. So as not to delay her too much from enjoying her purchase, you see? Customers love that.
2. Use pictures. Even a ‘Quick Start Guide’ will not hold a customer’s interest for long, and where installation is necessary, showing is generally better than telling.
3. Use good English. I cannot stress this enough. I have seen so many user manuals written in very poor English, very likely resulting from inept translation. Not only does a poorly written manual dissuade the customer from reading the manual, there is also the risk that it could undermine confidence in the product itself. The customer’s reasoning would run thus: if they have paid scant attention to detail in describing their product and processes, how sure am I that they have given due care and attention to the manufacture of the product itself? You don’t want your customer thinking this as she stands in front of a newly-opened box of your product. Don’t kill her joy; use good English.