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

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

3. 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.

4. How do I identify reader benefits?
Brainstorm in two steps:
Think of feelings, fears, and needs that may motivate the reader.
Identify the objective features of the product or policy.

5. Organizational Motivations for Maslow’s Hierarchy of Needs

6. How detailed should each benefit be?
Psychological description
creating a scenario rich with sense, so readers can picture themselves using your product or service and enjoying its benefits.

7. 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

8. How do I decide which benefits to use?
Intrinsic benefits come automatically from using a product or doing something.
Extrinsic benefits are “added on.”

9. Extrinsic and Intrinsic Rewards

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