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Module 08 Reader Benefits
Part 3:
Appendix 8-A: Developing Reader Benefits:
Advice about Interior Decorating
Needs that many groups will share
May need advice about decorating: basics: colors, room
arrangement, etc.
May or may not have firm personal tastes.
Probably could use advice about which stores have best
quality for the money, whether it's worth waiting for
sales, etc.
May or may not need help with special needs:
architectural features of apartment or house, how to
display a collection, how to get adequate storage in an
apartment or house that doesn't have enough storage
space, etc.
© 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.
8-1
Module 08 Reader Benefits
Appendix 8-B: Developing Reader Benefits:
Young people with little money to spend
Needs
Don't have much furniture—need lots of things.
Furniture they do have is hand-me-down, bought at garage
sales, etc.
Don't have much money.
Need furniture that they can use a long time (in living room
today, in family room ten years from now, etc.).
Benefits
Advice about how to buy furniture now that will fit into your
plans (and your rooms) as your needs change and your
furnishings grow.
Advice about multi-purpose furniture.
Workshops on how to recycle old furniture, how to refinish
furniture, how to make drapes, how to hang wallpaper, how to
paint walls, etc.
Payment plans that allow you to buy only as much decorating
help as you need; credit plans.
© 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
Appendix 8-C: Developing Reader Benefits:
People upgrading or adding to their furnishings
Needs
Want new pieces to fit with old furniture, with pictures,
mementoes, etc. Can wait for the right piece at the right price.
Probably are in a permanent apartment or home to which they
can make changes: new permanent flooring, built-in
bookcases, new wall coverings, etc.
May or may not want to do the work themselves.
Benefits
Information about the features that spell quality and long life.
Advice about how to develop a decorating plan so you can
upgrade your furniture gradually.
Furniture displayed in room settings to give you ideas about
accessories, paintings, furniture placement, etc.
Advice about where to find unusual knickknacks, paintings,
etc.; decorator will track down accessories for the client.
Trained decorators.
© 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
Appendix 8-D: Developing Reader Benefits:
Older people moving from single-family homes
into smaller apartments or condominiums
Needs
Have too much furniture for new place; need to discard some
pieces, may want to sell some pieces.
Probably have mementoes, may have collectibles which will
need storage or display.
Probably will have children and grandchildren coming to
visit.
May need smaller-scale furniture to fit new place; may be
ready for new furniture (old may be worn); may need new
pieces for storage, multi-purpose use.
Feelings about move may be positive, negative, or mixed.
Benefits
Advice about storage pieces, multi-purpose furniture (e.g.,
sofa beds or trundle beds for occasional guests).
Advice about how to combine current furniture with new
storage pieces or smaller furniture.
Bulletin Board or Buy-Back Service to allow you to sell
furniture you no longer need.
© 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
Appendix 8-E: Developing Reader Benefits:
Audience: Builders furnishing model homes
Needs
Not going to live in the house, so personal preferences don't matter.
Want to appeal to as wide an audience as possible.
Want furnishings that will show the house to advantage: make it seem
light, airy, roomy, inviting.
Care more about appearance than about quality, durability, etc.
Are paying for everything on credit, no current income until house is
sold.
Benefits
Advice about latest trends in decorating, about which traditional
styles are still popular, etc.
Advice about how to make rooms look more spacious, about how
color affects mood, etc.
“Everything under one roof”: staff decorators who will chose carpets,
drapes, accessories as well as furniture.
Quantity discounts, delayed payment plans.
© 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
