He sat me down for three days to interview me what the product(s) did (there were three of them: webcam, rtslave and webpay), made an A4 sheet with notes about market, product, USPs and features. Then each of those became a little brochure and a web-page to go with it.

He then found out where our potential customers hung out and started a conversation with them, asked if he could mail them an information package and when given permission did so.

Everything looked pretty spiffy (for the time), website and documentation linked up in a very recognizable way (a little family of buttons with a common theme adapted for each product).

before Marco:

http://web.archive.org/web/19961229205008/http://mattheij.nl...

After:

http://web.archive.org/web/19980507122555/http://mattheij.nl...

I don't have any samples of that documentation any more, but it's long ago.

Essentially Marco 'packaged' the product in a way that made sense to potential users, where I was totally relying on happy customers telling other potential customers (which worked, but I failed to recognize that many of our customers saw our product as their competitive edge and they would rather keep that to themselves).

Interesting turn to the story: we still work together.