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Chapter

Business Communications - Module 8

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School
Department
Business
Course
BUSI 1020U
Professor
William Thurber
Semester
Winter

Description
Module 8: Communicating Reader Benefits Business Communications February 8 2012 How do Reader Benefits Work? - Reader benefits appeal to the audience’s attitudes and actions. - When you provide benefits that focus on readers’ needs and wants, people feel more positive about you and your request. - Makes it easier to accomplish your goals. - Most people try to do their best only when they believe that they can succeed and when they want the rewards that success brings. - Reader benefits tell readers that they can do the job successfully and that they will be rewarded. - Help overcome 2 problems that reduce motivation: People may not think of all the possible benefits and they may not understand the relationships among efforts, performance and rewards. How do I identify Reader Benefits? - Analyze your reader and brainstorm! 1) 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. 2) Identify the obvious features of your product or policy. Then think how these features might benefit the audience. - Try to brainstorm 3-5 possible benefits for every informative message and 5-7 benefits for every persuasive message. 1) Consider your Reader’s Needs - Physical needs are the most basic, followed by needs for safety and security, for love and a sense of belonging, for esteem and recognition, and finally for self-actualization or self- fulfilment. Brainstorming to Identify Audience Benefits Customer Feelings, Values, Service Offers Service Features Customer Benefits Needs Cleaning windows Our time. We do the work and Save time for other household chores. takes a lot of time. guarantee results. Takes a lot of energy. We do the work. We do the work and Use energy on other projects. guarantee results. It's a dirty job. We get dirty. We do the work and Customer can forget about this dirty job, guarantee results. and does not have any mess to clean up. Uses a lot of products. We use our own Materials are all green. Save money on buying these products; cleaning products. save storage space; feel good about not harming environment. Leaves streaks. Trained employees We guarantee results. Satisfaction. do streak-free job. Have to get the ladder We bring and climb Customer safety. Worry- and hassle-free job done for you. out; have to climb up ladder. ladder. Window-cleaning We offer Money spent offers Time and value: freedom from low-level service costs money. competitive prices. peace of mind and chore = time to spend on more quality work. interesting, fun projects. - You must define and refine your message purpose(s), information, benefits anticipated objections, and context according to the needs of your audience. 2) Translate Features into Benefits - A feature by itself is not a benefit.  Feature:Lowering office air conditioning and lighting  Benefits: Saves energy Reduces overhead costs Is easy to do Could reduce monitor glare Encourages awareness Encourages people to feel they can make a contribution  Feature: Carpooling  Benefits: Saves fuel costs and vehicle depreciation Reduces greenhouse gas emissions Enables carpoolers to use fastest highway lane: people can wake up later and get to work sooner Reduces driving anxiety Is easy to do Encourages awareness Encourages people to feel they can make a contribution  Feature: Flextime  Benefits: Enables workers to accommodate personal needs Helps organizations recruit, retain workers Makes more workers available in early morning and in evening Enables office to stay open longer—more service to clients, customers Enables workers to communicate with colleagues in different time zones more easily Audience Subgroups Subgroup Features to Meet the Subgroup's Needs People who work outside the home A quick lunch; a relaxing place to take clients or colleagues Parents with small children High chairs, child-sized portions, and activities to keep the kids entertained while they wait for their order People who eat out a lot Variety both in food and in décor People on tight budgets Economical food; a place where they don't need to tip (cafeteria or fast food) People on special diets Low-sodium and low-calorie dishes; vegetarian food; kosher food People to whom eating out is part of Music or a floor show; elegant surroundings; reservations so they can get to a show an evening's entertainment or event after dinner; late hours so they can come to dinner after a show or game - Whenever you’re writing to customers or clients about features that are not unique to your organization, present both the benefits of the features themselves and the benefits of dealing with your company. How Detailed should each benefit be? - Use concrete, vivid details. Paint a mental picture. - Develop reader benefits by linking each feature to the reader’s needs – and provide details to make the benefit vivid! o Weak: We have placemats with riddles. o Better: Answering all the riddles on Caesar's special placemats will keep the kids happy till your pizza comes.
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