Some technical writers are proud of the utilitarian nature of their content. This isn’t marketing, they will say, with no attempt to veil their contempt for anything that might please or persuade. The customer has already bought the product, they will explain, so there is nothing left to sell.
This is wrong on a number of counts.
Documentation has to sell
There is a lot left to sell after the user makes an initial purchase. There are more copies to sell across the user’s organization. There is the next version to sell. There are other products your company wants to sell. There are the people that each current customer influences that your company want’s to sell to. But even more basic than this, your content has to be sold to the user. True, you are not asking the user for cash; just for time and trust. But time and trust are currency, and if we cannot command the reader’s time and trust, how can we expect to command our salaries?