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PPT

Module 8

Reader Benefits

McGraw-Hill/Irwin ©2007, The McGraw-Hill Companies, All Rights Reserved.

8-1

Reader Benefits

To learn how to

 Use audience analysis to identify
and choose reader benefits.
 Develop reader benefits with logic
and details.
 Match the benefit to the audience.

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8-2

Reader Benefits

Start by answering these questions:

 Why do reader benefits work?
 How do I identify reader benefits?
 How detailed should each benefit be?
 How do I decide which benefits to
use?
 What else do reader benefits need?

8-3

Reader Benefits

Are advantages your reader gets

by
 Using your services.
 Buying your products.
 Following your policies.
 Adopting your ideas.

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8-4

Good Reader Benefits Are

Adapted to the audience.

Based on intrinsic advantages.

Supported by clear logic and

explained in adequate detail.

Phrased in you-attitude.

8-5

Maslow’s Hierarchy of Needs

Physical
Safety, Security
Love, Belonging
Esteem, Recognition
Self-Actualization (Highest)

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8-6

Developing Reader Benefits

In general,
 Use 3-5 sentences of detail per
benefit.
 If you develop 2-3 reader benefits
fully, use 1-2 sentences of detail for
less important benefits.

8-7

Developing Reader Benefits

continued

Use vivid, strong detail.

Psychological Description
 Is creating a scenario rich with
sense impressions.

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8-8

Developing Reader Benefits

continued

Brainstorm twice as many

benefits as needed
 Use at least one benefit for each
part of your audience.
 Use intrinsic benefits.
 Use benefits you can develop most
fully.
Use you-attitude.

8-9

Psychological Description

Describe what the audience can

see, hear, smell, taste, and feel.
 Example: Balancing precariously on a
rickety ladder to clean upper-story
windows . . . Shivering outside in the
winter winds and broiling in the summer
sun as you scrub away . . . Cleaning
with traditional windows really is awful .
. . In contrast, cleaning is a breeze with
Tilt-in Windows.