You can find thousands of examples of online brochures, fliers, and newslettersby searching for thesetenTIs in any Internet search engine, However, what youfind may surprise you.

Hard-copy brochutes, fliers, and newsletters abide by very precise criteria .. -Paper brochures-are always-multipan-e1ed documents, printed front and back.

Fliers are always veryshqrt, limited to a page or so. Newsletters have columnsand headings,forexample.ln contrast, online brochures, fliers, and newslettersdiffer from their hard-copy namesakes. '

Access an Internet' browser and search for online brochures, fliers, ornewsletters. Once you fine! theseexarnples, analyze your findings. How do theonline documents cOmpare to the hard-copy versions disc~ssed in this textbook?

a. Report your findings, either in an oral presentation or in writing (e-mailmessage, memo, letter, or report). What are the differences? Why are theonline versions so different? Are the online differences valid, or shouldonline versions be more similar to hard-copy documents?

b. Print out online samples and rewrite them as hard-copy documents,according to the criteria provided in this textbook.

1. What type information do you include in a flier?

2. How can you access an electronic flier, brochure, or newsletter?

3. List four benefits of using a one-page flier.

4. How many key points should you employ in a flier?

5. List three ways to highlight your flier.

6. What can a "catchy phrase" accomplish in your flier?

7. When would a brochure be more effective than a flier?

8. List five reasons why you would write a brochure.

9. What should you include in the title page of a brochure?

10. How do headings and subheadings assist the reader in a brochure?

11. List four ways document design can be used effectively in a brochure.

12. When considering the audience for a brochure, how do you avoid problems?

13. Why is cubing an effective prewriting technique?

14. List three topics you could discuss in a brochure.

15. Explain usability.

16. List four key factors on which usability focuses.

17. What can you write about in a newsletter?

18. List the key parts ofa newsletter.

19. What highlighting techniques can you use in a newsletter?

20. Why would you use a storyboard to help create a newsletter?

A technical description is a part-by-part depiction of the com-ponents of a mechallism, tool, or piece of equipment. Technical

• descriptions are important features in several types of corre-spondence.

Operations ManualsManufacturers often include an operations manual in thepackaging of a mechanism, tool, or piece of equipment. Thismanual helps the end user construct, install, operate, and ser-vice the equipment. Operations manuals often include techni-cal descriptions.

Technical descriptions provide the end user with informa-tion about the mechanism's features or capabilities. For exam-ple, this information may tell the user which components areenclosed in the shipping package, clarify the quality of thesecOmponents, specify what function these components serve inthe mechanism, or allow the user to reorder any missing orflawed components. Here is a brief technical description foundin an operations manual:

Study Reports Provided by Consulting FirmsCompanies hire a consulting engineering firm t~ study a pro bien:: and providedescriptive analysis. The resulting study report ISused as the basIs for ademand specification requesting a solution to the problem. .

One firm, when asked to study crumbling cement walkways, provIdedfollowing technical description in its study report:

Product Demand SpecificationsSometimes a company needs apiece of equipment that does not curren~ly. exist.To acquire this equipment, the company writes a product demand speclfylllg Itsexact needs:

SubJect:.Requested· priCingf;r EDM Microdrills

Please provide us \iVithpricing information for the. constru~.ion.of .c. 50 EDMMlcrodri11scapaDte-of-meeting-the-followlRg.speCl.flcatlons,

• Designed for high-speed, deep-hole ~rilling.CapalJle of drilling to depths of 100 times the diameter0.012:inth to 0.030-inch diameter electrodes

• Able to produce a hole through a 1or A6 tool steel in 1.5 minutes, using aelectrode

9 ppm (pages per minute)7.5 ppm600dpi(dbts per inch)2,400 dpi4 MB(megabytes)Cards, Envelopes, Labels,Standard paper,Transparencies, Banners, Iron-on, Photo paper

Sheet Capacity 100sheetsWeight 12.6 Ib

~.~-I;l imension--~~·~· .-~~-~-~.-'C'17,32in ..xJ~72-in,.X.15.74 .in...(WX.D. xH)

Speed, Blackand WhiteSpeed, ColorResolution, B.lackandWhite

~.. ~~~()Iu~i()n,Col.orMemoryPaper Handling Support

Not all technical writing is photographic and quantifiable information. Somedescriptions are impressionistic. Note that the following sales piece uses impres-sionistic adjectives and adverbs (italicized), allowing your imagination to depictthe product's components:

Inside the elegant Zephyr you'll find comfortably designed seats done inrich, tailored cloths. The special suspension system surrounds you witha driving experience quieter than Zephyr's past. Outside you'll find anew bright grille, sport mirrors, and a smart dual pinstripe. Finally, un-derneath all this comfort and luxury beats the road-hugging heart of anAmerican classic.Whatever your purpose in writing a technical description, the following will

help you write more effectively: .• Criteria• Process (with sample process log)• Technical description examples

As with any type of technical writing, there are certai~criteria for writingtechnical descriptions.

-Preface your text with a title precisely stating the topic of your description.This could be the name of the mechanism, tool, or piece of equipmentyou're writing about.

Sales L.iteratureCompanies want to make money. One way to market ~quipment or servicesdescribe the product. Such descriptions are common III sales lett~rs~ br~churproposals, and on the Internet. The following technical deSCrIptIOn IS frHewlett-Packard's Web site:

9verallOrganizationIn the introduction you specify and define what topic you are describ-ing, explain the mechanism's functions or capabilities, and list its majoromponents.

~.• *!!!i,i.~m~.o~.~"C".~.~~~=,.~.,__~m~'=~'~"~="~._",,,~,,._. ~The Apexlatch (#12004),a mechanismused to secure core sample containers, is~omposedof three parts:the hinge,the swingarm,and the faslener.

M'k!ii!,IM -Theox 56 OME(OistanceMeasuringEquipment)isavitalpieceof aeronauticalequip-ment. Designedfor use at altitudes up to 30,000feet, the ox 56 electronicallycon-verts elapsed time to distance by measuring the length of time between your

..transmissionand the replysignal.Theox 56 OMEcontainsthe transmitter,receiver,-.:~power-supply,and,"range~and.speedcircuitry.~_..~.. ~~. _

In the discussion, you use highlighting techniques (itemization, headings,derlining, white space) to describe each of the mechanism's components.

Your conclusion depends on your purpose in describing the topic. Some op~tions are as follows:

• Sales-"Implementation of this product will provide you and yourcompany ... "

• Uses-"After implementation, you will be able to use this XYZ to ... "• Guarantees-"The XYZ carries a IS-year warranty against parts and

labor."• Testimony-"Parishioners swear by the XYZ. Our satisfied customers

include ... "• Comparison/contrast-"Compared to our largest competitor, the XYZ

has sold three times more ... "• Reiteration of introductory comments-"Thus, the XYZ is composed of

the aforementioned interchangeable parts."Use graphics in your technical descriptions. Today, many companies use the

super comic book look-large, easy-to-follow graphics that complement thetext. You can use line drawings, photographs, clip art, exploded views, orsectional cutaway views of your topic, each accompanied by call-outs (labelsidentifying key components of the mechanism). These types of graphics are dis-cussed in Chapter 9. When using graphics, try one of the techniques shown inFigures 11.1, 11.2, and 11.3.

When describing your topic in the discussion portion of the technical description,itemize the topic's components in some logical sequence. Gomponents of a pieceof equipment, tool, or product can be organized by importance (as discussed inChapter 3).

However, spatial organization is better for technical descriptions. When atopic is spatially organized, you literally layout the components as they are seen,as they exist in space. You describe the components as they are seen either fromleft to right, from right to left, from top to bottom, from bottom to top, from in".side to outside, or from outside to inside.

6,000 shares of United Can

700 lumens

0.030 mm

1966 XKE Jaguar

tall

heavy

precious metal

major holdings

bright

thin

impressive car

PhotographicallySpecific

DevelopmentTo describe· your topic clearly and accurately, detail the following:

Weight Materials (composition)Size (dimensions) Identifying numbersColor Make/modelShape TextureDensity Capacity

Now that you know what should be included in a technical description, yournext question is, "How do I go about writing this type of document?" As always,effective writing follows a process. To write your technical description,

• Prewrite to gather data and determine objectives• Write a draft of the description• Rewrite by revising the draft, thereby making it as perfect as possible

Remember that the parts of the writing process frequently overlap.Your word usage, either photographic or impressionistic, depends on your pur-pose. For factual, objective technical descriptions, use photographic words. Forsubjective, sales-oriented descriptions, use impressionistic words. Photographicwords are denotative, quantifiable, and specific. Impressionistic words are vagueand connotative. Table 11.1 shows the difference.

Another way to note the difference between impressionistic words and pho-tographic detail is through the ladder of abstraction, shown in Figure 11.4.

PrewritingWe've discussed reporter's questions and clustering/mind mapping as techniquesfor gathering data and determining objectives. Either of these two prewritingtools can be used for your technical description. However, another prewritingtechnique can be helpful: brainstorming/listing.

Brainstorming/listing, either individually or as a group activity, is a good,quick way to sketch out ideas for your description. To brainstorm/list, do thefollowing:

Title Your Activity

Write the title of your activity at the top of the page, to help you maintain yourfocus (for example, Description: XYZ model 2267 Light Pen).

List Any and All Ideas

Jot down any ideas or thoughts you might have on the topic. Don't editorialize.Avoid criticizing ideas at this point. Just randomly jot down as many aspects ofthe topic as possible, without making value judgments.

Edit Your List

Reread the list and evaluate it. To do so, (a) select the most promising features,(b) cross out any that don't fit, and (c) add any obvious omissions.

Once you've gathered your data and determined your objectives, the next step iswriting your description.

Review Your Prewriting

After a brief gestation period (an hour, a half-day, or a'day) in which you wait toacquire a more objective view of your prewriting, go back to your brainstorming!

listing and reread it. Have you omitted all unneeded items and added any impor-tant omissions? If not, do so.

organize Your List

Make sure the items in the list are organized effectively. To communicate infor-.mation to your readers, organize the data so readers can follow your train ofthought. This is especially important in technical descriptions. You want yourreaders not only to understand the information but also to visualize the mecha-nism or component. This visualization can be achieved by organizing your dataspatially.

~-'-TitleYourDraft

At the top of the page, write the name of your piece of equipment, tool, ormechanism.

In one sentence, write the• name of your topic (plus any identifying numbers)• possible functions of your topic or your reason for writing the

description• number of parts composing your topic

This will eventually act as the introduction. For now, however, it can help youorganize your draft and maintain your focus.

Draft the Text

Use the sufficing technique discussed in earlier chapters. Write quickly withouttoo much concern for grammatical or textual accuracy, and let what you writesuffice for now. Just get the information on the page, focusing on overall organi-zation and a few highlighting techniques (headings, perhaps). The time to edit islater.

Sketch a Rough Graphic of Your Equipment. Component.or Mechanism

Rewriting is the most important part of the process. This is the stage duringwhich you fine-tune and polish your technical description, making it as perfectas it can be. A perfected description ensures your credibility. An imperfect de-scription makes you and your company look bad.

Revise your draft as follows:

Add Any Detail Required to Communicate More Effectively

Add information such as brand names, model numbers, and specificity of detail(size, material, density, dimensions, color, weight, etc.).

Delete Dead Words and Phrases for Conciseness

Refer to our discussion of effective technical writing style in Chapter 3.

Simplify Long-WindectOld-Fashioned Words and Phrasesfor Easier Understanding

Chapter 3 will help you with this important aspect of your writing.

Move (Cut and Paste) Information to Ensure Spatial Organization

You don't-want to give your reader a distorted view of your mechanism.avoid doing so, the technical description must maintain a spatial order-left toright, right to left, and so on. For example, let's say you are describing a pencil,graphically depicted horizontally so the eraser end is to the left and the graphitetip is to the right. This pencil consists of the eraser, metal ferrule, woodcn body,and sharpened point (that's the correct spatial order). If you describe the craserfirst, then thei:ip~-illeni:lle-boay~ari.di:llentEl.e ferrule, you've distorted the sp~:tialorder.

Reformat Your Text for Ease Of AccessThrough Highlighting Techniques

Use highlighting techniques such as headings, boldface type, font size and style,itemization, and so forth. Rewriting is also the time to perfect your graphics.When revising your description, make sure that your graphics are effective. Todo so,

• Add a figure number and title. Place these beneath the graphic (forexample, "Figure 11.5. Exhalation Valve with Labeled Call-outs").

• Draw or reproduce graphics neatly.• Place the graphics in an appropriate location, near where you first

mention them in the text.

• Make sure that the graphics are an effective size. You don't want thegraphics to be so small that your reader must squint to read them, nordo you want them to be so large that they overwhelm the text.

• Label the components. Use call-outs to name each part, as in Figure 11.5.

Figure 11.5 ExhalationValvewithLabeledCall-OutsCourtesyof NellcorPuritanBennettCorp.

Make sure that you have avoided impressionistic words. Instead, use photo-graphic words, which are precise and specific. In addition, strive for a personal-ized tone. It is difficult to incorporate pronoun usage In technical descriptions.However, even when writing about a piece of equipment, remember that "peo-ple write to people." Although you are describing an inanimate object, you'rewriting to another human being. Therefore, use pronouns to personalize the text.(Examples later in this chapter clarify how you can accomplish this.)

Correct Your Draft

Proofread to correct grammar errors as well as errors in content: measurements,·shapes, textures, materials, colors, and so on.

Avoid Biased Language

Remember that your text will be read by multiculturally diverse audiences as wellas by readers of different ages and genders.

The following checklist will help you in writing technical descriptions.

The following student-written process log clarifies the way process is used inwriting technical descriptions.

We asked students to describe a piece of equipment, tool, or mechanism oftheir choice. One student chose to describe a cash register pole display. To do

SO, he first had to gather data using brainstorming/lIsting. He provided the fol-lowing list:

1. Three parts2. Pole printed circuit board (PCB)3. Case assembly4. Filter - ----

S. Plastic materials

Next, we asked students to go back to their initial lists and edit them. Be-cause this student's list was so sketchy, he did not need to omit any information.Instead, he had to add omissions and missing detail, as in Figure 11.6.

After the prewriting activity, we asked students to draft a technical description.Focusing on overall organization, highlighting, detail, and a sketchy graphic, thisstudent wrote a rough draft (Figure 11. 7).

Pole PCB• length-15 mm• width-5.1 mm• tube length-10.8 mm• face plate width-2.3 mm• thick-1.7 mm• PCBthickness-0.2 mm• 10 inch stranded wire with female conhedors• fiberglass and copper construction

Pole Case Assembly• long-15.5 mm• bottom width-2.5 mm• top width-0.9 mm• mounting pole-5 mm high X 3.2 mm diameter• tounge for mounting-3.1 mm• lower mounting tounge-1.5 mm• side mounting tounge-0.8mm high• high-6.1 mm• almond-colored plastic

Filter• long-15.6 mm• high-6.2 mm• thick-O.7 mm• plastic, blue

-the QL169 CustomerF'oleDisplay provides the viewing of a IItransaction data for the customer. The display consist of aprinted circuit board, a case assembly, and a filter display.

Display Circuit Board• length-15 mm• width-5.1 mm• tube length-10.8 mm• face plate width-2.3 mm• Jhick-:1.7I1lm• PCBthickness-0.2 mm• 10 inch stranded wire with female connectors• fiberglass and copper construction

Display Case Assembly• long-15.5 mm• bottom width-2.5 mm• top width-0.9 mm• mounting pole-

5 mm high X 3.2 mm diameter• tounge for mounting-3.1 mm• lowermounting tounge-1.5 mm wide• side mounting tounge-0.8 mmhigh• high-6.1 mm• almond-colored plastic

o77

Display Filter• long-15.6 mm• high-6.2 mm• thick-0.7 mm• plastic, blue

L_

RewritingOnce students completed their rough drafts, we used peer review groups to helpeach student revise his or her paper. In Figure 11.8, students

• Added new detail for clarity• Corrected any errors• Perfected graphicsThe student incorporated these suggestions and -prepared thefil1ished copy

(Figure 11.9).

·No Title o-eft\'!I6 ,- awkward ---1

The QL169 Customer Pole Display provides the viewing of a+I-transaction data forthe customer. The display consist of aprinted circuit board, a case assembly, and a filter dis~.

®Display Circuit Board

Make All Caps

• 'ohgth-15mm ~ !• width-5.1 mm Numbe~;~:; /£7 £7 £77

:~~:~~;t~t~ld~~'~~;m;Po-~ ..lip·..- ..• thick-1.7 mm thickness

• PCBthickness-0.2 mm• 10 inch stranded wire with female connectors• fiberglass and copper construction

Too vague (specify)..J

Displav Case AssemblyMake All CaPos

• long-15.5 mm length

• bottom width-2.5 mm• top width-0.9 mm• mounting pole-

S mm high x 3.2 mm diameter~tounge for mounting-3.1 mm~I~wer mou~ting tounge-1.5 mm wide

• side mounting tounge-0.8 mm high• high-6.1 mm height

• almond-colored plastic. "'--vague

Number your components

// 0 72J77

Display Filter• long 15.6 mm• high 6.2 mm• thick 0.7 mm• plastic, blue

twhat

length

height

thickness

The QL169 pole is an electronic mechanism that provides analphanumeric display for customer viewing of cash registersales. The display consists of a printed circuit board (PCB)assembly, a case assembly, and a display filter.

Include a definitionin the introduction.

Exploded graphicshelp readers visualizethe topic.

The printed circuit board,circuitry, is constructed ofThe board consists of the

Specificity ofdetail adds clarity.

1.1 Length.-15mm1.2 Width-----5.1 mm 3

1.3 Tubelength 10.8 mm1.4 Tube faceplate

width----23 rnm1.5 Tube totalwidth=-2.8 mm1.6 Tube thickness---C1.7 mm1.7 PCBthickness----0.2 mm1.8 20 conductor 19".22-gauge

stranded wire with two AECCfemale conneCtors(AECCpart #7.2j4-001)

1.9 American Display Company blue(ADC part #1172177)

Almond-colored ABSplastic, used to construct the caseassembly, protects the PCB.

-- ------------ ------:2,,1~-l::ength---l5:5--mm--~.,.,,------.'~----"2.2 Bottom width-2.5 mm2.3 Top width-0.9 mm2.4 Mounting pole-5 mm

...25~~;~f,~g~::~;~",;d;-~Twidth-3.1 mm from side ~of assembly 7

2.6 Lower mounting tbngue-1.5 mm wide

2.7 Side mounting tongue-0.8 mm high

2.8 Tongue thickness-0.2 mm2.9 Height-6.1 mm

3.0 Display Filter

3.1 Length-15.6 mm3.2 Height-6.2 mm3.3 Thickness--0.7 mm

Transpi:lrentblue plastic, .•used.to constructthedisplay filter,Conclusion focuses on allows the customer to view the re?dings. ThegL 169 poleend-user benefits. - provides easy viewing of clerk transactions and ensures cashier

accuracy.

On page 349 is a professionally written technical description merging graphicand text (Figure 11.10). This is a highly effective technical description with thesecharacteristics:

• A title• An excellent introduction that lists topic, function, and components

A1Feed SwitChThe A1 Feed Switch is an electronic device that provides anautomatic solid-state closure (normally opentype) after sensingthe lack of presence of food. The feed switch can detect dry

,,"--.concentrate, meal, rolled barley, and fine andcoarsefeeds, aswell as special feeds such as soybean meal and high-moisturecorn. Figure 1 shows the three principaL parts of the feedswitch.

• HOUSING:The housing consists of a bluemolded p()lycar-bonate cylinder, 4" in length and 1"in diameter. Encirdingthe complete length ofthe housing are l"-18threads. Att,hemiddle of one end of the housing is a 2"Belder 6906 caplr'Attached to the middle of the other end of thehousingisafeed paddle.

• MOUNTINGHARDWARE:The mounting hardwarecoOsistsoftwo white, flat, hexagonal, plasticDelrynlockillg nutS'iGradlf2, 1" ID, 1 1/4" OD, 1/8" thick, and 1."--18EFthreacls perinch.

• FEEDPADDLE:The feed paddle consists of a3"diameter,16-gauge (0.060") No. 304 galvanized stelfl, Finish2Dorbetter, welded to a No. 101 Finish 3D or better galyanizedsteel shaft 51/2" in length and 1/4"indiameter. Exposedthreads 1/4"-20 and 1/2" in length protrude fromthe freeend of the shaft. Welded on three side~ tot8lf midc:lleofthe3" diameter steel isthe 11/2"ofthe untgreadedsh~ftend.The feed paddle is white Teflon coated.t()a thickness of 1/64"

The Electronic A1 Feed Switch, with itsfive-ye~r warranty,isreliable in dusty and dirty environments. The easy-t9-install,short-circuit-protected switch is internally protected fortransient voltage peaks to a maximum of 5 KV,fo( upto -10 msec duration.

• An effectively_drawnahd placed graphic• A reader-friendly discussion with headings exactly corrc~pondillg to the

call-outs in the drawing• A precisely detailed discussion focusing on materials, color, dimensions~w= '

.- -----.--.--- -.-- -·'--An-effective conclusion-

.1. Technical descriptions are_often used in user manuals, producr ~pccifica-tions, reports, and sales literature.

2. The introduction of a technical description explains the mechanism'sfunction and major components.

3. Graphics make a technical description useful to the reader.4. Follow a logical pattern of organization in a technical description.5. Word usage can be either photographic or impressionistic.

1. Write a technical description, either individually or as a team. To do so,first select a topic. You can describe any tool, mechanism, or piece ofequipment. However, don't choose a topic too large to describeaccurately. To provide a thorough and precise description, you will needto be exact and minutely detailed. A large topic, such as a computer, anoscilloscope, a respirator, or a Boeing airliner, would be too demandingfor a two- to four-page description. On the other hand, do not choose atopic that is too small, such as a paper clip, a nail, or a shoestring.qlOose a topic that provides you with a challenge but that ismanageable. You might write about any of the following topics:Hammer Computer disk VCR remote controlWrench Computer mouse X-acto knifeScrewdriver Light bulb Ballpoint penPliers Calculator PencilWall outlet Automobile tire Credit card

Once you or your team have chosen a topic, prewrite (listing the topic'scomponents), write a draft (abiding by the criteria provided in thischapter), and rewrite (revising your draft).

Find examples of professionally written technical descriptions intechnical books and textbooks, professional magazines and journals, oron the Internet. Bring these examples to class and discuss whether theyare successful according to the criteria presented in this chapter. If thedescriptions are good, specify how and why. If they are flawed, statewhere and suggest ways to improve them. You might even want torewrite the flawed descriptions.

Select a simple topic for description, such as a pencil, coffee cup,toothbrush, or textbook (you can use brainstorming/listing to come up

with additional topics). Describe this item without mentioning what it isotproviding any graphics. Then, read your description to a group ofstudents/peers and ask them to draw what you have described. If yourverbal description is good, their drawings will resemble your topic. Iftheir drawings are off base, you haven't succeeded in providing aneffective description. This is a good test of your writing abilities .

are ready to purchase a product. This could include printers, monitors, dig-scanners, PCs,laptops, 'speakers, cables, adapters, automotive en-

hoists, generators, battery chargers, jacks, power tools, truck boxes,bolts, nuts, rivets, hand tools, and more. A great place to shop is online.

going to an online search engine, you can find not only prices for your prod-ucts but also technical descriptions or technical specifications. These will helpyou determine if the product has the size, shape, materials, and capacity you arelooking for.

Go online to search for a product of your choice and review the technical de-scription or specifications provided. Using the criteria in this chapter and yourknowledge of effective technical writing techniques, analyze your findings.

• How do the online technical descriptions compare to those discussed inthis textbook?

• Are graphics used to help you visualize the product?• Are call-outs used to help you identify parts of the product?• Are high-tech terms defined?• Is the use of the product explained?

a. Report your findings, either in an oral presentation or in writing(e-mail message, memo, letter, or report).

b. Rewrite any of the technical descriptions that need improvementaccording to the criteria provided in this textbook.

1. What is a technical description?

2. Why would you use a technical description?

3. What are the components of a technical description?

4. What is the super comic book look?

S. What is a call-out?

6. In what three places can you position graphics in a technical description?

7. What is the best way to organize a technical description?

8. What information is included in the development of a technical description?

9. What is the difference between photographic and impressionistic words?

10. What are three ways you can rewrite your technical description?