Response: Modules 8 and 13

            Module 8 offers techniques on how to use reader benefits effectively in our business communications. We will use reader benefits in our informative and persuasive messages, but not in our negative ones. In order to be appropriate, the benefits need to be adapted to the reader, well supported, and explained in detail. The lecture emphasizes that we can obtain better results if reader benefits are phrased in you-attitude.

            I find useful the information about how to identify reader benefits. The lecture suggests brainstorming when advantages are difficult to come up with or explain. First, we could think about the feelings, fears, and needs of our audience. Then, we would think of the features of the product or policy that meet those needs. Another option is that we could identify the features of our product or policy first, and then think about how they would benefit our readers. In some cases, we would need to think of multiple benefits because our audience may be diverse. 

Module 13 emphasizes on the importance of technology in business communication, and the need for business writers to stay current. The use of e-mail has become common practice in business, so we need to be aware that e-mails are not private. They also need to be revised and proofread, have correct grammar and information, and get the attention of the reader in the subject line and first paragraph. We need to take the time to plan, revise, and proofread them like we do with paper messages. However, we need to be more direct, so the reader can rapidly read and act on them. An e-mail message should not be used when firing someone, but it is okay to use it in less serious matters. The tone can be simple and conversational in most cases. We may use technical writing when the reader is looking for it.

In business situations it is also acceptable to use other technologies such as web logs and social networking sites. The key is to keep our communications professional, and refrain from sharing personal feelings and information.  

  A useful advice from the text is that we should not write e-mail messages when we are angry. It suggests we wait until we calm down to reply or not reply at all. We need to remember that e-mail messages can and have been used in court