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, and they make it easier for you to accomplish your goals.

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?

Are advantages your reader gets by Reader Benefits Are advantages your reader gets by Using your services. Buying your products. Following your policies. Adopting your ideas. Reader benefits are important in many messages but are especially important in informative and persuasive messages. Develop good reader benefits to address your audience’s needs.

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. The best reader benefits are adapted to your audience and based on intrinsic values– those that come automatically from using a product or doing something. On the job, they can include a person’s joy in using his or her talents, solving a problem at work, or feeling a part of the department. Extrinsic benefits include pay, bonuses, or stock options.

Maslow’s Hierarchy of Needs Physical Safety, Security Love, Belonging Esteem, Recognition Self-Actualization (Highest) Maslow’s Hierarchy of Needs goes from the most basic, physical, to the most advanced, self-actualization, or self-fulfillment. Where people are on the hierarchy can help you determine their feelings, fears, and needs, all factors in what motivates people.

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. Develop a variety of reader benefits for messages that require them. Use descriptive language and enough detail so that readers will fully understand the benefits.

Developing Reader Benefits continued Use vivid, strong detail. Psychological Description Is creating a scenario rich with sense impressions. Psychological description uses the five senses—sight, hearing, touch, taste, and smell—to create descriptions rich in sensory detail.

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. Because the benefits will be used by your audience, use you-attitude to make them most relevant to your audience.

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. Because the benefits will be used by your audience, use you-attitude to make them most relevant to your audience.