As technical writers, we think about delivering help in one of only two forms: printed documentation and online help. But that assumption can be a box that limits our imagination and prevents us from delivering information to customers in more useful ways.

Have a look at this camera. It is a single lens reflex (SLR) camera that has a dedicated online help button.

Note the “?” button above.

The camera is the Pentax K-m. Pressing the “?” button once displays advice on the current shooting mode, and pressing a second time allows you get information on any other feature. The help is visible on the display on the camera’s back.

For example:

Pressing “?” once tells you about the current shooting mode.

Pressing again tells you about the function of the next button you press.

This is a tremendous example of embedded help, and a great way to provide information to new users exactly when they need it. It relieves the user from having to carry — or even read — the manual, and removes a barrier to quick adoption of a new tool.

When you’re looking at your next online help project, remember this camera. And ask yourself if you are delivering the right information at the right time and in the right place for your own customers.

Also ask yourself about your reaction to the image above: If you are not an expert with cameras, did you say to yourself, “Hey… that would be really useful for me. Maybe I’ll look into buying one.” If so, then you’ve discovered the relationship between technical documentation and sales. Most companies think of documentation as a cost rather than as a product benefit. This company flipped that idea on its head and made their documentation into a salable feature. Want to bet they’ll sell a bunch of these to photography neophytes this Christmas?