McGraw-Hill/Irwin PPT Module 8 Reader Benefits ©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.

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.

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)

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.

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.