Here're my top 5 writing priorities when it comes to helping your customers help themselves:
Know what you're writing: Do your customers need a reference document with organized lists and tables of data? Do they need a step-by-step cookbook for how to progress through a process? Or maybe they just need some well thought-out diagrams? If someone's expecting one type, and you give them another, you're wasting their time and they aren't likely to forgive you or give you another chance.
Know who you're writing for: Yes, I know I shouldn't end a phrase with a preposition, but I'm ok with it. I trust you'll be ok with it. See that? I know who I'm writing for. Seriously though, if you're writing for techies, then give them what they need. If you're writing for parents who need to know how to assemble a toy, give them what they need. Your audience should guide your writing almost as much as your product should.
Call it what it is: If it's a box, say so. If it's a button, say so. If it's a tab, well, you get the idea. So many products these days, especially in the software world, create their own interface elements and try to create new language for them. So, do your customers a favor and call the things what they are. Don't make them solve any puzzles.
Don't create dead ends: Never allow your customers to get trapped in your product documentation. Make sure your writing always has a way out or a way sideways.
Let your product be heard: I've helped a number of companies write their product documentation and most of them feel inclined to write about every detail, option, variable and setting. But if the product itself informs the user about a certain feature, why waste time and space writing about it?
The best self-service option is the one that isn't needed. If you do this well enough, you won't even need product documentation.
Can you imagine that?
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