Module 10: Communicating Audience Benefits

Question 1

Audience benefits are advantages for the audience when

Answer 1

Using your services

Buying your products

Following your policies

Adopting your ideas

Question 2

How Do Audience Benefits Work?

Answer 2

Audience benefits appeal to the audience’s attitudes and actions.

Question 3

How Do I Identify Audience Benefits?

Answer 3

Use PAIBOC: Analyze your audience and brainstorm.

Question 4

Maslow’s hierarchy of needs

Answer 4

Physical
Safety, security
Love, belonging
Esteem, recognition
Self actualization

Question 5

How Do I Decide Which Benefits to Use?

Answer 5

Describe benefits that appeal to most people’s versions of their best selves.

1) Use at least one benefit for each subgroup of your audience
2) Use intrinsic benefits
3) Use the benefits you can develop most fully

Question 6

Intrinsic benefits

Answer 6

are natural emotional outcomes of doing something or using a product.

Question 7

Extrinsic benefits

Answer 7

are “added on”; they do not necessarily come from using the product or doing the action.

Question 8

Feature

Answer 8

Part of the product or service

Question 9

Benefit

Answer 9

Results from using the feature

Question 10

Sometimes reader benefits are obvious and easy to describe. When they are harder to identify, brainstorm in two steps.

Answer 10

Think of the feelings, values, needs, and fears that may motivate your reader. Then identify features of your service, product, or policy that meet those values or needs.

Identify the obvious features of your product or policy. Then think how these features might benefit the audience.

Question 11

Abraham H. Maslow’s hierarchy of needs

Answer 11

Module 10 baby (how do I identify audience benefits

Question 12

Intrinsic rewards or benefits are better than extrinsic benefits for two reasons

Answer 12

There aren’t enough extrinsic rewards available for everyone. You can’t give a prize to every customer every time he or she places an order, or give a promotion to every subordinate who does what she or he is supposed to do.

Research suggests that you’ll motivate people more effectively by stressing the intrinsic benefits of following policies and adopting proposals. People prefer high-level esteem rewards—such as recognition and respect—to more tangible rewards.