Introducing Products, Services, or Forms
Guidelines and Alternate Phrases
Introduce the product, equipment, service, or form immediately.
Explain how the new product, service, equipment, or form differs from whatever is already available: Is it less expensive? Easier to use? More accurate? Safer? State exactly what its significance is.
Mention any exceptions to primary use or application. Who is ineligible to use this service, product, form, equipment? What are its limitations? What perhaps-assumed function will it not perform?
Make the item or service easy to investigate. Most readers approach anything new with a wait-and-see-what-everybody-else-thinks hesitancy. Consider offering a sample; an attached illustration; a “case study” explanation; a demonstration; a class; or readily available assistance by phone, visit, or display.
In memos, use the term “new” or its equivalent in the subject line to call immediate attention.
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