What Are You Forgetting to Tell Your Customers?

crisp and carryWhat’s wrong with these instructions? (Click the image to see full size.)

There’s something missing—a key piece of information. How long am I supposed to microwave this pastry?

Every time I take one of these to work, I have to guess how long to microwave it. After some trial and error, I’ve gotten pretty good at it, but what a shame that it took trial and error! I have no doubt that the full instructions are on the box, but the box is in my freezer at home.

The lesson: When you’re writing instructions for your user, make sure you know how the product is going to be used, in the customer’s actual context(s). What will they need in every possible situation?

But have no fear—the pastry company did remember to advertise their other products on the reverse side of that sleeve!