[IDEA] Tutorials add tremendous value to a product

"Don't just preach the features, teach the benefits!" I'm sure if you've ever been involved with marketing, you've heard that. Bullet points look exciting to insiders, but what about people with little time who have a lot of problems they want solved… that your product/service could help them with?

If only they knew!

Product enlightenment — teaching a customer how to use your stuff — serves a number of purposes. Three of the most important are:

1. It makes your message memorable, and entices the customer to commit (buy).
2. It (including presets) empowers the customer with easy starting points they couldn't have come up with on their own, deepening that commitment.
3. It shows you're knowledgeable about your own product (not as obvious as you might think), and by extension, an expert on the field it competes in. This simplifies the customer's decision.

Just like a social relationship, you'd be more hesitant to leave your partner if you've deeply committed for months or years compared to a one-night stand. The word "brand loyalty" is often bandied about without much meaning. That's confusing. But the benefits of product enlightenment are easy and clear.

Here's one of the best examples I've ever seen: Blambot Comic Fonts and Lettering. Go read that, then come back. I promise it's worth at least double your time.

What a wonderful guide to "comics grammar & tradition", wasn't it? But do you know what it also is? A value-enhancer for the typefaces which Blambot sells. What's remarkable is: nowhere on that page do they intrusively pressure you to buy. Sure, there's an free and pro font sample on top, but my sudden reaction after reading that tutorial is:

"Wow! Nate and his contributors know a lot about graphic novel typography. And not just that, they also make fonts that power those designs? They must know damn well what they're doing. I have a confident feeling if I buy from them, I'll be in good hands."

Blambot also offers other resources for visual placement of dialog and sound effects. That's lovely and exceptional.

Remember: a tutorial is not just for people who've already purchased your product. It's to add value for future customers as soon as they learn of it, so they can better understand how you can benefit them.