Business communication building critical skill 3rd by locker module 8

PPT
PPT

Module
Module 88
Reader
Reader Benefits
Benefits

McGraw-Hill/Irwin

©2007, The McGraw-Hill Companies, All Rights


8-2

Reader
Reader Benefits
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.


8-3

Reader
Reader Benefits

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?


8-4

Reader
Reader Benefits
Benefits
 Are advantages your reader gets
by
 Using your services.
 Buying your products.
 Following your policies.
 Adopting your ideas.


8-5

Good
Good Reader
Reader Benefits
Benefits Are

Are
 Adapted to the audience.
 Based on intrinsic advantages.
 Supported by clear logic and
explained in adequate detail.
 Phrased in you-attitude.


8-6

Maslow’s
Maslow’s Hierarchy
Hierarchy of
of Needs
Needs
 Physical
 Safety, Security
 Love, Belonging
 Esteem, Recognition
 Self-Actualization (Highest)


8-7

Developing
Developing Reader
Reader Benefits
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.


8-8

Developing
Developing Reader
Reader Benefits
Benefits
continued
continued

 Use vivid, strong detail.
 Psychological Description
 Is creating a scenario rich with
sense impressions.


8-9

Developing
Developing Reader
Reader Benefits
Benefits
continued
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.


8-10

Psychological
Psychological Description
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.