Making a product that adds value to your customer base is an incredible feat. However, that is just the first step to building a successful enterprise. You may have the very best product at hand, but it becomes a business only when your customer base is aware of it, and knows how to purchase and use it.
For products such as software and engineering products, technical writing is a common medium used to communicate information related to a product to its target users. Typically, technical writers bridge the gap between a manufacturing or design which has sophisticated technology knowledge and a less technically inclined user. Much like advertising , the first step of technical writing is to identify the target audience. However, for most technical products, the target customer base is already known to the manufacturer.
For example, a company that makes adhesive coatings may already know which industries are likely to use it. A firm making anti-cavitation valves can identify process plants that would benefit from these valves. Therefore, in technical writing, the challenge is usually not about identifying the target audience, but about speaking their language.
What to do in Technical Writing
- The first step to generating a good piece of technical writing is to gain a better understanding of decision making in the industry being targeted.
For example, who will be evaluating technical write-ups and brochures before making a purchase decision? Are they primarily from a management background, or are they engineers? Is the primary decision factor cost, or reliability? What is the cost of failure of the component you are advertising? These questions will help a writer identify what information is to be presented in a technical document. Once the decision makers are identified, an outline of the document can be generated.
- The second step is to ensure that all the critical information is conveyed in the document.
A technical document (unless it is a brochure) may not be able to present all the technical specifications of the product. However, there are a few questions every piece of technical writing must answer. For example, the document should present an overview of the firm manufacturing the product, its history, and vision. The document should also highlight the unique features of the product and explain how it is an improvement over present alternative.
- Finally, highlighting any additional support services provided along with the product.
Most technical products provide customers with installation and ongoing maintenance support. These aspects should be presented as many industries view this as a critical aspect. It also implies that your firm is interested in long term relationships with client industries, and will be their partners in sorting out any technical hiccups related to the product. Finally, it is always great to include honest (and verifiable) feedback from previous clients.
What not to do in Technical Writing
- In general, do not use generic adjectives to describe the product.
Calling a product ‘beautiful’ or ‘wonderful’ does not add to its credibility in a technical document. However, use terms that highlight its superiority such as ‘energy efficient’ or ‘compact’ where it is applicable.
- Do not make claims that cannot be justified.
For example, it is tempting to claim that the product you are presenting is the best one ever in its category. However, such a claim is weak and unsubstantiated. It is much better to be a bit more specific. If needed, you can compare the efficiencies of the present product with its competition and highlight that it is so many percentiles higher. You can also present characteristics such as life cycle cost, average failure rate, or any industry specific criteria as long as it can be backed up with data.
Winding up a Technical Writing Piece
This is an aspect of technical writing that is often overlooked. It is always great to include a Call to Action discretely at the end of your document. For example, you can ask potential clients to contact you for more information. Alternatively, you can ask them to leave contact details, or download a product brochure. This engagement with audience is essential, as the aim of a technical writing piece is usually not to simply provide information. Instead, it is to nudge potential clients to take the next step, to make them a little more interested in your product.