Crafting Effective Technical Literature: Clarifying the Message of Building Products

For building product manufactures, technical literature serves as the backbone of your product’s marketability. Once a design professional decides to consider your product, they require detailed, accurate information to determine if it meets the specific needs of their project. This technical literature must be comprehensive, well-organized, and available in both hard copy and electronic formats to be useable for the the diverse preferences of design professionals.

In this article, we will discuss the key components of effective technical literature and unpack how each aspect can support design professionals in making the most informed decisions possible.

Technical Literature and Specification

Technical literature is a critical resource for design professionals when they are in the process of selecting products for their projects. It provides the necessary details that help them determine if your product aligns with their design intent, meets building codes, and fulfills the performance criteria required for the project. Without well-prepared technical literature, your product is less likely to be specified, no matter how innovative or high-quality it may be.

Key Elements of Technical Literature

To create technical literature that resonates with design professionals and supports their decision-making process, it is helpful to include the following key elements:

1. Product Attributes: Define What Sets Your Product Apart

The first step in crafting effective technical literature is to clearly describe your product and explain why it should be considered. This section should provide a concise overview of what your product is, including its composition, primary function, and key features.

Design professionals need to understand at a glance what your product does and how it differs from competing products. Highlighting the unique advantages of your product, such as superior durability, ease of installation, or enhanced sustainability features, will help design professionals quickly see the value it brings to their project.

For example, if your product is a new type of energy-efficient insulation, emphasize its thermal performance metrics, ease of installation, and any certifications that distinguish it from other insulation products on the market.

2. Uses and Limitations: Build Trust Through Transparency

Design professionals rely on your expertise to guide them in selecting the right products for the right applications. As a result, it’s important to be transparent about where your product excels and where it might not be suitable.

Providing clear guidance on the intended uses and limitations of your product helps build trust with design professionals. It demonstrates that you are committed to supporting proper and effective use of your product, which in turn, minimizes the risk of costly errors or project delays.

For instance, if your product is a waterproofing membrane, specify the types of substrates it is compatible with, as well as conditions under which it should not be used. If there are specific environmental conditions or installation methods that could compromise the performance of your product, these should be clearly outlined.

3. Tests and Certifications: Validate Compliance and Performance

In today’s market, design professionals increasingly seek products that meet performance expectations while complying with industry standards and building codes. Including detailed information about the tests your product has undergone and any certifications it has received clearly defines the messaging behind the product.

Within this section any laboratory testing, third-party evaluations, and compliance with relevant building codes should be included. Certifications related to sustainability, such as LEED (Leadership in Energy and Environmental Design) or third-party environmental product declarations (EPDs), are particularly valuable as they can support a project’s sustainability goals.

For example, if your product is a structural steel component, include details about its compliance with ASTM standards, any seismic testing results, and certifications from recognized bodies like the American Institute of Steel Construction (AISC).

4. Installation: Proper Application in the Field

Proper installation is key to the performance of any building product. Design professionals need to know how your product should be installed to achieve the best results. When creating this section, provide step-by-step instructions and include any special tools or techniques required.

If your product requires installation by factory-trained or certified installers, make this clear. Providing links to installation videos, detailed manuals, and on-site training opportunities can also be beneficial. The goal is to make it as easy as possible for design professionals to understand the installation process so that implementation in the field is carried out correctly.

For instance, if your product is a modular wall system, include detailed instructions on how the panels should be joined, any necessary adhesives or fasteners, and the recommended sequence of assembly.

5. Maintenance: Long-Term Care for Continued Performance

Maintenance information is often overlooked in technical literature, but it is integral for design professionals who need to plan for the long-term care of the products they specify. Clearly outlining the maintenance requirements for your product helps design professionals guide the steps needed for the product to continue to perform as expected throughout its lifespan.

This section should specify whether the product can be maintained by the building owner’s personnel or if specialized training or tools are required. Additionally, provide information on the frequency of maintenance and any potential costs associated with it.

For example, if your product is a high-performance coating, detail the recommended cleaning methods, how often it should be inspected for wear, and any reapplication guidelines.

6. Availability: Are Products Accessible?

One of the most frustrating experiences for design professionals is specifying a product, only to find out later that it is not readily available in the project’s location. To avoid this, your technical literature should include clear information about the availability of your product.

State whether your product is available nationally or only in certain regions, and specify if it is distributed exclusively through authorized distributors. If your product has limited availability, be upfront about it, and provide alternatives or solutions to address potential supply chain challenges.

For example, if your product is a custom window system, indicate the lead times required for manufacturing and delivery, and whether it is available for international projects.

7. Sustainability: Meet the Growing Demand for Green Building

Sustainability is no longer a niche concern; it is now a primary consideration for many design professionals. As such, your technical literature should address the sustainability features of your product.

This section should include information on any recycled content, regional manufacturing processes, low VOC (volatile organic compound) emissions, and any certifications related to environmental performance. Design professionals are increasingly tasked with meeting stringent sustainability goals, and providing them with this information can make your product more attractive for inclusion in green building projects.

For instance, if your product is a flooring material, highlight its low VOC emissions, any renewable materials used in its production, and certifications like FloorScore or GREENGUARD.

The Importance of Format and Accessibility

Be cognizant of the demands made on design professionals. When developing technical literature, it’s important to consider the format and accessibility of your technical literature. Design professionals are busy and often under tight deadlines, so they need to access information quickly and easily.

Hard Copy vs. Electronic Formats

While electronic formats are increasingly popular, many design professionals still appreciate having hard copy materials they can reference during meetings or keep on hand in their office. Consider creating materials for both options to support the process for any design professional. This dual approach helps to meet the preferences of all stakeholders and makes your product information accessible to everyone who needs it.

Organization and Clarity

Your technical literature should be organized logically and presented clearly. Use headings, bullet points, and tables to break up the text and make it easier to scan. Include a table of contents for longer documents and create intuitive documents where the sections are easy to navigate.

Visual aids such as diagrams, charts, and photographs can also enhance understanding and retention of the information. However, these should be used judiciously and not clutter the document.

Wrap Up: Making Technical Literature a Strategic Asset

Effective technical literature is more than just a collection of product details; it is a strategic asset that can significantly influence whether your product gets specified by design professionals. By providing clear, detailed, and accessible information on product attributes, uses and limitations, tests and certifications, installation, maintenance, availability, and sustainability, you can build trust with design professionals and make it easier for them to choose your product.

Remember, the goal of technical literature is not just to inform but to persuade and create a clear message for the applicability, performance and details of the product. By presenting your product in the best possible light and making it easy for design professionals to access the information they need, you increase the likelihood that your product will be specified and ultimately, used in the right projects. With careful attention to detail and a commitment to meeting the needs of your audience, your technical literature will explain your product succinctly and honestly, while supporting design professionals in specifying the right product for their project.

Ron Blank & Associates, Inc. (RBA) offers solutions with a comprehensive list of specification services and programs to build the bridge between building product manufacturers and the design community. For more information on building product manufacturers representation and how it leads to market exposure, tangible leads, and opportunities for products specification, please schedule a call.

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