Writing deliverables

0134119207_ch18-1.ppt

Home >English homework help >Writing deliverables

Technical Communication Fourteenth Edition John M. Lannon Laura J. Gurak

Chapter 18
Technical Descriptions, Specifications, and Marketing Materials

This chapter discusses descriptions, specifications, and technical marketing materials. All of these involve some level of description. Your students may be surprised to know that there are entire jobs with the specialized purpose of creating just one of these kinds materials.

As students examine these specific forms of technical writing, it is important to keep in mind rhetorical strategy. Our subject, our intention, and what we know of our readers’ needs dictate our direction and the amount of detail we include.

Descriptions in particular fit well with upcoming assignments related to Chapters 19-22, as sometimes these types of documents (instructions, reports, proposals) need to include descriptions.

Many students (especially in lower level courses) initially have trouble generating finite descriptive details. One good classroom exercise for overcoming this problem is a variation of brainstorming. Bring to class some mundane and somewhat complex items, such as a coleus plant or a staple remover or a paper punch. Place the item on a table at the front of the class with a ruler positioned conspicuously nearby. Ask the class to write a short piece, on the spot, describing the item or mechanism to someone who has never seen such a thing. After much sweating and grumbling, most students will produce a short piece that is somewhat disorganized and so general as to be meaningless—except for one or two vivid details. Now ask the class as a group to begin assigning descriptive details to the item. Sooner or later, one of them will think to pick up the ruler and measure specific parts. As the details appear, write them all out on the board. Record everything—even those subjective descriptions such as “pretty” and “ugly.” Within ten minutes, you should have enough material to fill your chalkboard. Now, ask the class to weed out the subjective from the objective. Next, ask them to classify the objective details by dividing the assortment into groups, according to shared characteristics (for the plant: leaves, stem, potting soil, pot; for the staple remover: prongs, plastic finger grips, spring mechanism). Finally, arrange the various classes of detail in the most logical sequence for description (for the plant: from bottom to top, or vice versa; for the staple remover, from finger grips to plastic exterior to hollow metal prongs, including pointed tips and arms, to the coil-spring extensor mechanism). Now decide as a group on the intended audience: Who is it? Why does he or she need the information (to be able to recognize the plant; to manufacture the staple remover, to understand its function)?

After completing this exercise, students should understand what you mean by descriptive details; they should know how to classify data, how to choose the best descriptive sequence, and how to select the appropriate details to fill the reader’s specific needs.

Learning Objectives

Understand the role of audience and purpose in technical description

Differentiate between product and process descriptions

Appreciate the need for objectivity in technical descriptions

Recognize the main components of technical descriptions

Write a product description of a complex mechanism

Learning Objectives (continued)

Write a process description of how something works or happens

Write a set of specifications to ensure safety and/or customer satisfaction

Write a technical marketing document to sell a product or service

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.

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?”

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.

Objectivity in
Technical Descriptions

Any description can be subjective (based on feeling) or objective (based on fact).

Except in the case of marketing materials, 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.

Elements of Descriptions

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.

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).

Guidelines for Descriptions

Take a look at the product or process.

Analyze your audience.

Analyze your purpose.

Maintain objectivity.

Be concise.

Include all necessary parts.

Incorporate visuals.

Specifications

A specification is an exacting type of description that prescribes standards for performance, safety, and quality. They ensure compliance with codes, standards, and laws, and they 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

Considering Audience
and Purpose

Specifications must be clear enough for identical interpretation by a broad audience with varied purposes.

Each of these parties—the customer, the designer, the contractor or manufacturer, the supplier, the workforce, and the inspectors—needs to understand and agree on exactly what is to be done and how it is to be done.

Guidelines for 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.

Guidelines for Specifications (continued)

Use a consistent terminology.

Include retrieval aids.

Keep it simple.

Check your use of technical terms.

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

Guidelines for Technical Marketing Materials

Research the background and experience of decision makers.

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.

Provide technical specifications, as needed.

Consider including a FAQ list.

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?

Answers

1. 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.

2. 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?”

3. A product description provides anyone learning to use a particular device (say, a stethoscope) with the information they need.

4. A process description provides anyone wanting to understand the steps or stages in a complex event (say, how lightning is produced) with the information they need.

5. Being objective.

6. To remain objective, provide details that are visual, not emotional. Also focus on using precise and informative language.

7. A clear and limiting title, an appropriate level of detail and technicality, visuals, and the clearest descriptive sequence.

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?

Answers (continued)

8. A specification is an exacting type of description that prescribes standards for performance, safety, and quality.

9. Specifications must be clear enough for identical interpretation by a broad audience with varied purposes.

10. Technical marketing materials are designed to sell products or services. Common types of technical marketing materials include: Web pages, brochures, fact sheets, letters, and large color documents.