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Module 08 Reader Benefits
Part 2: Answers to Textbook Assignments
Questions for Comprehension
8.1 What are reader benefits? (LO 8-1)
Reader benefits are benefits or advantages the reader gets by using your services, buying your
8.2 In a message with reader benefits, how many different benefits should you use? (LO 8-2)
Typically, three to five sentences are required to give enough detail in a business message about a
8.3 What is psychological description? (LO 8-2)
8.4 What is the difference between internal and external reader benefits? Which are
better? Why? (LO 8-3)
Extrinsic rewards—such as money or promotions—motivate for a short period of time. Intrinsic
8.5 How do reader benefits help you achieve your goals? (LO 8-1)
Students’ answers will vary. Look for threads of explanation that use terms and concepts from
this module. Challenge students to give detailed, complete answers.
8.6 Why do reader benefits need to be in you-attitude? (LO 8-3)
Because benefits must appeal to the reader, you-attitude is critical in expressing them.
Writers should adapt reader benefits to the audience and base them on intrinsic advantages.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Module 08 Reader Benefits
8.7 If you are writing to multiple audiences with different needs, should you include all the
reader benefits you can think of in the message? (LO 8-3)
8.8 Identifying and Developing Reader Benefits (LO 8-1, LO 8-2)
Go “green.”
Security: saving money; conserving environmental resources.
Give up smoking.
Physical: improving health and physiological well-being.
Belonging: belonging to a group; interacting with other people who also participate.
Conserve using office supplies.
Security: having office supplies more likely to be available when needed.
Belonging: traveling with co-workers.
Recognition: being seen in the carpool; being recognized as contributing.
Self-actualization: putting talents, abilities to better use.
Participate in a cancer charity walk.
8.9 Identifying Objections and Reader Benefits (LO 8-1 to LO 8-3)
1. Objections: time needed; carrying swipe card everywhere; some people will object to what
they see as too much control of an organization over their personal freedoms.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-2
Module 08 Reader Benefits
The easiest people to convince would be those who are concerned about the safety of their
environment, as well as the parents of students who live on campus.
2. Objections: people may not want their identities and the dollar amounts of their
contributions shared on an organization’s website.
The easiest people to convince would be people who feel strongly about helping others less
fortunate than themselves.
3. Objections: people who are struggling economically may object to the increased levy for
Benefits: people who typically use the upgraded parks and summer programs may believe
the increased levy will benefit the entire community; the upgrades may attract people to
8.10 Identifying and Developing Reader Benefits for Different Audiences (LO 8-1 to LO 8-3)
Students’ answers will vary. Consider having students form groups of 3-5 to brainstorm needs
and benefits that meet them. To prep students for developing their answers, use Appendix 8-A
Expect students to provide concrete details. For example, if the students are expecting to
purchase an HDTV, they may have the following needs:
Benefits could include:
Available purchase through an installment plan or rent to own.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-3
Module 08 Reader Benefits
Polishing Your Prose: Plurals and Possessives (Odd-numbered answers are in the back of
textbook.)
2. Stakeholders believe in a company for many reasons, but generally a solid business plan
helps to build their confidence.
4. Since we have a week’s worth of work left to do, we should get started as soon as possible.
Unit 2: Cases for Communicators
Keep on Reading with Us
This unit case describes the difficulties The New York Times encountered when someone at the
paper mistakenly sent out an email to subscribers offering a significant discount on a 16-week
subscription to the newspaper. Adding insult to injury, someone from the paper then tweeted that
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-4
Module 08 Reader Benefits
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
8-5
