ABSTRACT
Too many sales literature projects are carried through to completion without clear and continuing agreement as to the function each particular piece of literature is to perform. Specifications for the physical package—size, pagination, paper, fold, cover, binding, and envelope are fixed primarily by the manner in which the literature will be used in the field. Most industrial firms selling truly technical products want to author text, manual, and handbook literature for the technical prestige it insures and its long working life, BUT fewer will be easily appropriate for it after they measure the hundreds of expert-hours involved. Good sales literature proceeds a bite at a time—be the whole piece of literature a snack or a meal or a banquet. One might define the “bite” as the “scope”—in idea or amount of information—which is tastiest and most quickly digestible by the reader. Such functions for visual elements in technical sales literature are far more than “accessory” or “incidental.”
