1. Chapter 19 Technical Descriptions, Specifications, and Marketing Materials
This chapter treats description as a rhetorical strategy, but emphasizes a specific document
format: the descriptive report. On the job, many students will write descriptions of
products and mechanisms, and they should be aware that such descriptions demand format
and depth of detail that go beyond the requirements of the ordinary descriptive essay,
and that such descriptions must be impartial and precise. The structure of the essay (by
definition a personal form) elicits descriptions from an expressive rather than a technical
point of view.
Also, because descriptive writing is the most tangible in its rhetorical purpose (describing
an intact, concrete subject with specific physical dimensions and visual features), the
descriptive report provides a good introduction to the more formal reports students will
write later. Here they gain practice in developing a detailed outline, using headings effectively,
integrating visuals into their discussions, and assessing a reader’s needs, as they
describe a mechanism for a specific purpose to a specific reader. Also, they practice generating
and communicating clear and precise details. If you plan a format report at
course’s end, encourage students to describe something that may form part of their analysis—
such as the kind of solar heating unit to be included in analyzing the feasibility of
using solar heat in a greenhouse.
Be sure that each student describes a subject he or she knows intimately, and identifies the
audience and the use that the audience will make of the information. We don’t describe
simply for the sake of describing; our subject, our intention, and what we know of our
readers’ needs dictate our direction and the amount of detail we include.
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 (see text page 432). 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.

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. Technical Descriptions
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?
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. Anyone learning to use a particular device (say, a stethoscope) relies on product description.
4. Anyone wanting to understand the steps or stages in a complex event (say, how lightning is produced) relies on process description.
5. Being objective.
6. To remain objective, provide details that are visual, not emotional. Also focus on using precise and informative language.
7. Clear and limiting title, appropriate level of detail and technicality, visuals, and clearest descriptive sequence.

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?
Answers (continued)
8. A specification is a 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.