Reader Benefits
Definition:
Reader benefits are benefit or advantages that the reader gets by using your services, buying your products, following your policies, or adopting your ideas.
Identifying Your Audience
Five types of organizational audiences 1. the initial audience 2. a gatekeeper 3. primary audience 4. the secondary audience 5. a watchdog audience
Important messages should use more formal channels, whether they are oral or written.
Using Audience Analysis to Adapt Your Messages
1.What will the audience’s initial reaction be to the message? 2. How much information does the audience need? 3. What obstacles must you overcome? 4.What positive aspects can you emphasize? 5. What expectations does the audience have about the appropriate language, structure, and form for messages? 6. How will the audience use the document?
Chapter 3 Adapting Your Message to Your Audience
Identifying Your Audience Ways to Analyze Your Audience Choosing Channels to Reach Your Audience Using Audience Analysis to Adapt Your Messages Reader Benefits
Ways to Analyze Your Audience
1. analyzing individuals
an introvert a sensing type a thinking type a perceiving type an extravert an intuitive type a feeling type a judging type
Choosing Channels to Reach Your Audience
Communication channels vary in speed, accuracy of transmission, cost, number of messages carried, number of people reached, efficiency, and ability to promote goodwill. Depending on the audience, your purposes and the situation , one channel may be better than another.
Reader Benefits
Characteristics of good reader benefits:
1. Adapt reader benefits to the audience. 2. Stress intrinsic as will as extrinsic motivators. 3. Prove reader benefits with clear logic and explain them inadequate detail. 4. Phrase reader benefits in you-attitude.
Reader Benefits
How to identify and develop reader benefits
1. Identify the feelings, fears and needs that may motivate your reader. Maslow’s hierarchy of needs: physical safety, security love, belonging esteem, recognition self-actualization 2. Identify the objective features of your product or policy that could meet the needs you have identified. 3. Show how the reader can meet his or her needs with the features of the policy or product.
1. written message—paper is better for someone you are writing for the first time. 2. oral message--- scheduled meetings and oral presentations are more formal than phone calls.
2. analyzing the organizational culture and the discourse community organizational culture discourse community 3. analyzing members of groups
demographic characteristics- age, income, race, religion, education psychographic characteristics—believers, strivers, fullfilleds and