Reader Benefits Module Eight McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

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.

Start by answering these questions: 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?

Reader Benefits Reader benefits are advantages your reader gets by: Using your services. Buying your products. Following your policies. Adopting your ideas.

Reader Benefits 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. Intrinsic جوهري

Why do reader benefits work? Reader benefits improve both the attitudes and the behavior of the people you work with and write to. They make people view you more positively; they make it easier for you to accomplish your goals.

How do I identify reader benefits? Using brainstorming. Brainstorming is a method of generating ideas by recording everything a person or a group thinks of, without judging or evaluating the ideas. Brainstorm in two steps: Think of feelings, fears, and needs that may motivate the reader. Then identify features of your product or policy that meet those needs. (Maslow’s Hierarchy ) Identify the objective features of the product or policy. Then think how these features could benefit the audience. Different features may benefit different subgroups in your audience. Depending on what features a restaurant offered, you could appeal to one or more of the following subgroups:

Organizational Motivations for Maslow’s Hierarchy of Needs Esteem: الاحترام self-actualization: تحقييق الذات

Feature: Bottled water Benefits: Is free from chemicals, pollutants A feature by itself is not a benefit. Often, a feature has several possible benefits. Feature: Bottled water Benefits: Is free from chemicals, pollutants Tastes good Has no calories Is easy to carry to class; can be used while biking, driving, hiking Different features may benefit different subgroups in your audience.

Different features may benefit different subgroups in your audience. Whenever you're writing to customers or clients about features that are not unique to your organization, it's wise to present both benefits of the features themselves and benefits of dealing with your company. If you talk about the benefits of dining in a relaxed atmosphere but don't mention your own features, people may go somewhere else!

How detailed should each benefit be? Using strong, vivid details You'll usually need at least three to five sentences to give enough details about a reader benefit. Develop reader benefits by linking each feature to the readers' needs—and provide details to make the benefit vivid! Weak: We have place mats with riddles. Better: Answering all the riddles on Monical's special place mats will keep the kids happy till your pizza comes. If they don't have time to finish (and they may not, since your pizza is ready so quickly), just take the riddles home or answer them on your next visit. Vivid: حي،مشرق Mats: حصيرة، سجادة Riddles: احجية، معضلة

How detailed should each benefit be? Psychological description: is creating a scenario rich with sense, so readers can picture themselves using your product or service and enjoying its benefits, and to describe the problem your product will solve. Ex: Feature: Snooze alarm Benefit: If the snooze button is pressed, the alarm goes off and comes on again nine minutes later. Psychological description: Some mornings, you really want to stay in bed just a few more minutes. With the Sleepytime Snooze Alarm, you can snuggle under the covers for a few extra winks, secure in the knowledge that the alarm will come on again to get you up for that breakfast meeting with an important client. If you don't have to be anywhere soon, you can keep hitting the snooze alarm for up to an additional 63 minutes of sleep. With Sleepytime, you're in control of your mornings.

How do I decide which benefits to use? Use at least one benefit for each part of your audience. Use intrinsic benefits. Use the benefits you can develop most fully. Intrinsic جوهري

How do I decide which benefits to use? Use at least one benefit for each part of your audience. “different people will have different concerns. The more of these concerns you speak to, the more persuasive you'll be.” Intrinsic جوهري

How do I decide which benefits to use? 2- Use intrinsic benefits Intrinsic benefits come automatically from using a product or doing something. Extrinsic benefits are “added on.” Someone in power decides to give them; they do not necessarily come from using the product or doing the action.

Extrinsic and Intrinsic Rewards

How do I decide which benefits to use? Intrinsic rewards or benefits are better than extrinsic benefits for two reasons: 1. There just aren't enough extrinsic rewards for everything you want people to do. You can't give a prize to every customer every time he or she places an order or to every subordinate who does what he or she is supposed to do. 2. Research suggests that you'll motivate subordinates more effectively by stressing the intrinsic benefits of following policies and adopting proposals.

How do I decide which benefits to use? 3. Use the benefits you can develop most fully. “One-sentence benefits don't do much. Use the benefits that you can develop in three to five sentences or more.” A reader benefit is a claim or assertion that the reader will benefit if he or she does something. Convincing the reader, therefore, involves two steps: making sure that the benefit really will occur and explaining it to the reader. If the logic behind a claimed reader benefit is faulty or inaccurate, there's no way to make that particular reader benefit convincing. Revise the benefit to make it logical. Intrinsic جوهري

Faulty logic: Using a computer will enable you to write letters, memos, and reports Much more quickly Revised reader benefit :Using a computer allows you to revise and edit a document more easily. It eliminates retyping as a separate step and reduces the time needed to proofread revisions. It allows you to move the text around on the page to create the best layout.

You'll need more detail in the following situations: The reader may not have thought of the benefit before. The benefit depends on the difference between the long run and the short run. The reader will be hard to persuade, and you need detail to make the benefit vivid and emotionally convincing.

Matching the Benefits to the Audience When you communicate with different audiences, you may need to stress different benefits.

Unit Two End of Module 8