Chapter 19 Technical Descriptions, Specifications, and Marketing Materials

1. Chapter 19Technical Descriptions, Specifications, and Marketing Materials

2. Learning Objectives • Understand the role of audience and purpose in technical description • Differentiate between product and process descriptions • Appreciate the requirement for objectivity in such descriptions • Recognize the main components of a technical description

3. Learning Objectives (continued) • Write a product and/or process description • Write a set of specifications • Write a technical marketing document

4. Descriptions A description is creating a picture with words and images. More specifically, a technical description conveys information about a product or mechanism to someone who will use it, operate it, assemble it, or manufacture it, or to someone who needs to know more about it.

5. Considering Audience and Purpose • The audience for a description can be anyone who needs to see up close what something does or what something is. • The purpose of a description is to not only answer “What is it?” or “What does it entail?” as a definition does, but also to answer “What does it look like?”“What are its parts?”“What does it do?”“How does it work?” or “How does it happen?”

6. Types of Technical Descriptions Technical descriptions divide into two basic types: product descriptions and process descriptions: • Anyone learning to use a particular device (say, a stethoscope) relies on product description. • Anyone wanting to understand the steps or stages in a complex event (say, how lightning is produced) relies on process description.

7. Objectivity in Technical Descriptions • Any description can be subjective(based on feeling) or objective(based on fact). • Technical descriptions need to be objective in order to present an impartial view, filtering out personal impressions and focusing on details any viewer could observe. • To remain objective, provide details that are visual, not emotional. Also focus on using precise and informative language.

8. Elements of a Usable Description Following are the key parts of technical descriptions: • Clear and limiting title. An effective title promises exactly what the document will deliver—no more and no less. • Appropriate level of detail and technicality. Give enough detail to convey a clear picture, but do not burden readers needlessly. • Visuals. Use drawings, diagrams, or photographs generously—with captions and labels that help readers interpret what they are seeing.

9. Elements of a Usable Description (continued) • Clearest descriptive sequence. There are three types of sequences to use in a technical description: spatial sequence (the way an item appears as a static object), functional sequence (the order in which an item’s parts operate), or chronological sequence (the order in which an item’s parts are assembled or in which stages occur).

10. Guidelines for Descriptions Follow these guidelines when writing a technical description: • Take a look at the product or process. • Analyze your audience. • Analyze your purpose. • Maintain objectivity. • Be concise. • Include all necessary parts. • Incorporate visuals.

11. Specifications A specification is a type of description that prescribes standards for performance, safety, and quality. They ensure compliance with codes, standards, or laws, or government or legal rulings and spell out the following: • methods for manufacturing, building, or installing a product • materials and equipment to be used • size, shape, and weight of the product • specific testing, maintenance, and inspection procedures

12. Considering Audience and Purpose Specifications must be clear enough for identical interpretation by a broad audience with varied purposes. Each of these parties needs to understand and agree on exactly what is to be done and how it is to be done: the customer, the designer, the contractor or manufacturer, the supplier, the workforce, and the inspectors.

13. Guidelines for Specifications Follow these guidelines when writing specifications: • Analyze your audience. • Know the minimum governmental and industry standards. • Focus on consistency, quality, and safety. Use a standard format when applicable. Include a brief introduction or descriptive title. • List all parts and materials. • Refer to other documents or specs, as needed.

14. Guidelines for Specifications (continued) • Use a consistent terminology. • Include retrieval aids. • Keep it simple. • Check your use of technical terms.

15. Technical Marketing Materials Technical marketing materials are designed to sell products or services. Common types of technical marketing materials include: • Web pages • brochures • fact sheets • letters • large color documents

16. Guidelines for Technical Marketing Materials Keep the following guidelines in mind when writing technical marketing materials: • Research the background and experience of decision makers. • Highlight the product’s name. • Situate your product in relation to others of its class. • Emphasize the special appeal of this product or service. • Use upbeat, dynamic language. • Use visuals and color.

17. Guidelines for Technical Marketing Materials (continued) • Provide technical specifications, as needed. • Consider including a FAQ list.

18. Review Questions 1. What is a technical description? 2. What seven questions does a technical description answer? 3. What is a product description? 4. What is a process description? 5. What is the most important practice to keep in mind when writing a description? 6. What are two ways to maintain objectivity? 7. What are the four elements of an effective technical description?

19. Review Questions (continued) 8. What are specifications? 9. What is the most important characteristic of a set of specifications? 10. What are technical marketing materials, and what are some examples of technical marketing materials?