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This chapter is excerpted from 'Technical Marketing Communication, Second Edition'. This book is written to help professionals take action. Each chapter describes concepts and tips that apply to a variety of industries. In particular, this book is especially beneficial to the following readers: Marketing professionals promoting technical features and benefits of products or services will gain insight into technical communication and how to integrate complex information into promotional efforts. Managers working with writers and designers will learn terminology and principles that will help you evaluate marketing materials and provide detailed feedback. Technical communicators working on marketing projects will gain an understanding of principles and best practices you can integrate with your previous training. Entrepreneurs, nonprofit employees, and freelancers who want to develop marketing and promotional materials will gain tips and best practices that you can immediately. After reading this comprehensive, yet concise guide, you will be equipped to engage in every aspect of technical marketing and promotion - including planning, writing, designing, and delivery.