Business communication building critical skill 3rd by locker module 8

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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 reader benefits work?  How I identify reader benefits?  How detailed should each benefit be?  How I decide which benefits to use?  What else 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 ... 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... 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... 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
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