Reader Benefits

2. 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. Reader Benefits

3. 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

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

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

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

7. 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. Developing Reader Benefitscontinued • Use vivid, strong detail. • Psychological Description • Is creating a scenario rich with sense impressions.

9. Developing Reader Benefitscontinued • 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.

10. 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.