Modules 8 and 13

Module 8 focuses on reader benefits; which are important because they improve your audience’s attitudes and actions.  You must be able to think of the different emotions that could motivate your reader and then identify what it is you are doing that fits into those feelings or needs.  Once you have identified what features fit it is good to think of how they could benefit your reader.  It is important to use details that create a psychological description that makes a scenario full of senses for the reader.  Of course you must decide precisely what benefits to include. It is useful to provide one benefit for each segment of your readership, make the benefit something that comes from using your product or service, and something you can develop fully.

Module 13 goes in another direction; it is all about e-mail and the writing on the internet.  There are many ways to set up an e-mail message, but it is always important to use a short, specific subject line that is catchy.  You should be more direct in e-mail when giving a negative or persuasive message than you would be in a written message.  Blogging and social networking tools are also discussed in this module.  These are useful tools at one’s disposal so long as you make sure to be professional when using them.