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Business Communication: Building Critical Skills
Kitty O. Locker, Ohio State University
Steven Kyo Kaczmarek, Columbus State Community College
Kathryn Braun, Sheridan College
Reader Results

E-Learning Session

  1. Why do reader benefits work? Reader benefits improve the audience's attitudes and actions..
    1. Reader benefits improve both the attitudes and the behavior of the people you work with and write to.
    2. Expectancy theory says most people try to do their best only when
      • They believe they can succeed.
      • They want the rewards that success brings.
          1. CONCEPT CHECK True or False: Expectancy theory suggests that readers who are optimistic about your message are more likely to be motivated to do what you want than those who are pessimistic. CONCEPT CHECK
  2. How do I identify reader benefits? Brainstorm!
    1. Sometimes reader benefits are easy to identify.
    2. Brainstorm to list benefits that are more difficult to identify. POWERPOINT SLIDE
      • Think of the feelings, fears, and needs that may motivate your reader. Then identify features of your product or policy that meet those needs.
      • Identify the objective features of your product or policy. Then think how these features could benefit the audience.
    3. Maslow's Hierarchy of Needs suggest some of the motivations of people. POWERPOINT SLIDE
  3. How detailed should each benefit be? Use strong, vivid details.
    1. In general, use three to five sentences to give enough details about a reader benefit.
    2. If you develop two to three strong reader benefits, a sentence or two can be used for less important benefits.
    3. Use psychological description to create details.
      • Psychological description means creating a scenario rich with sensory impressions-what the reader sees, hears, smells, tastes, or feels.
          1. CONCEPT CHECK True or False: The best psychological descriptions focus only on sight because most people get their information visually. CONCEPT CHECK
  4. How many different benefits do I need? Use the following three principles to decide.
    1. Use at least one benefit for each part of your audience.
    2. Use intrinsic benefits. These are better than extrinsic benefits-those "added on"-for at two reasons:
      • There just aren't enough extrinsic rewards for everything you want people to do.
      • Research shows that you'll motivate subordinates more effectively by stressing the intrinsic benefits of following policies and adopting proposals.
    3. Use the benefits you can develop most fully.
          1. CONCEPT CHECK True or False: Pick the benefits that come to mind first-these are usually the ones you can develop most fully. CONCEPT CHECK
  5. What else do reader benefits need? Check for you-attitude.
    1. If reader benefits aren't in you-attitude, they'll sound selfish and won't be as effective as they could be. TRANSPARENCY MASTER
  6. Go to the Self-Quizzes section if you would like to test your understanding of this module.




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