Technical Descriptions, Specifications, and Marketing Materials Chapter 20 Technical Descriptions, Specifications, and Marketing Materials Technical Communication, 12th Edition John M. Lannon Laura Gurak

Purposes and Types of Technical Definitions Two Main Types: Product Descriptions Process Descriptions

Objectivity in Technical Description In promotional materials, subjective description based on feelings, attitudes, or moods is acceptable. Ethical technical descriptions are objective Based on verifiable evidence Focused on details that enable readers to visualize the item Written with precise and informative language

Elements of a Usable Description Clear and limiting title Appropriate level of technicality Visuals Clearest descriptive sequences

Descriptive Sequence Spatial Functional Chronological Answers What is it? What does it do? What does it look like? What parts and material is it made of? Functional Answers How does it work? Chronological Answers How is it put together? How does it work? How does it happen?

Outline for Product Description Introduction Gives only enough information for reader to understand product. Description and function of parts Describes each major part. Summary and operating description Explains how parts work as a whole.

Outline for Process Description Introduction Definition, purpose, and brief description of the process Stages in the process Chronological or logical order Conclusion Summary of major stages or one complete process cycle

Specifications Specifications prescribe standards for performance, safety, and quality. 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 Specifications

Uses of Specifications To ensure compliance with a particular safety code, engineering standard, or government or legal ruling Have legal implications Accessible to a broad audience Customer Designer Contractor or Manufacturer Supplier Workforce Inspectors

Technical Marketing Materials Designed to sell a technical or scientific product or service to audiences that range from novice to highly informed. Brochures Web pages Fact sheets Business letters Large color documents (i.e. booklets)

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