Deck 8: Reader Benefits

Question 1

Reader benefits are benefits or advantages that the reader gets by, among other things, using your services or buying your products.

Answer 1

True

Question 2

Reader benefits can be phrased in you-attitude.

Answer 2

True

Question 3

Reader benefits are unimportant in persuasive messages.

Answer 3

False

Question 4

Reader benefits are particularly important in positive messages.

Question 5

Expectancy theory says that people who are disempowered will find another way to empower themselves.

Question 6

Using reader benefits can make it easier to accomplish your goals.

Question 7

According to Maslow's Hierarchy of Needs, whenever lower-level needs make themselves felt, they take priority over other needs.

Question 8

Using Maslow's Hierarchy of Needs is a good idea because it can provide a complete understanding of what motivates people.

Question 9

Lazlo's Hierarchy of Needs can help writers to understand what motivates their audiences.

Question 10

Maslow's Hierarchy of Needs has little use in analyzing audiences, especially what motivates them.

Question 11

A feature of a product or service by itself can be a reader benefit.

Question 12

Different features may benefit different subgroups in your audience.

Question 13

To develop your benefits, think about the details of each one.

Question 14

Good reader benefits are tangible.

Question 15

When you can't think of reader benefits, it's OK to make them up.

Question 16

An example of a reader benefit would be the low interest rate on a credit card offer.

Question 17

Psychological description works best late in a message to catch readers' attention.

Question 18

In psychological description, the writer is putting him- or herself in the picture.

Question 19

"Psychological description"means creating a scenario rich with sense impressions.

Question 20

You can use psychological description to describe the problem your product will solve.

Question 21

Intrinsic benefits are "added on"to products or services.

Question 22

Researcher Frederick Herzberg found that the things people said they liked best about their jobs were all intrinsic benefits.

Question 23

Psychological description works best when it appears in the middle of a message.

Question 24

In psychological description, you're putting the writer in the picture.

Question 25

People generally are motivated in the workplace by extrinsic rewards, such as salary and bonuses.

Question 26

Expectancy theory says that people try to do their best only when they believe they can succeed and when they want the rewards that success brings.

Question 27

Research shows that most consumers are cynical and won't believe in the reader benefits you have to offer.

Question 28

Maslow argues that human beings are motivated primarily by greed for material things.

Question 29

Try to include 3-5 reader benefits with every message you write.

Question 30

Good reader benefits generally increase the chances your message will succeed, but do not guarantee success.

Question 31

By adding words to develop a reader benefit, you are likely to make a sentence wordy.

Question 32

Reader benefits are unnecessary in messages to current customers.

Question 33

Poor reader benefits are better than no reader benefits at all.

Question 34

Reader benefits without you-attitude are doomed to fail.

Question 35

Avoid using you-attitude with reader benefits, as the strategy will seem transparent to readers.

Question 36

Reader benefits are benefits or advantages that the reader gets by

A) Using your services.
B) Buying your products.
C) Following your policies.
D) Adopting your ideas.
E) All of the above.

Question 37

Which of the following is NOT a characteristic of good reader benefits?

A) Adapted to the audience.
B) Supported by clear logic and explained in adequate detail.
C) Based on intrinsic advantages.
D) Phrased in you-attitude.
E) All are characteristics of good reader benefits.

Question 38

Psychological description involves giving details that

A) Manipulate the reader into liking the product.
B) Create a scenario rich with sense impressions.
C) Make the reader long for a product or service that is otherwise unwanted.
D) All of the above.
E) None of the above.

Question 39

In a groundbreaking study of professional employees, Frederick Herzberg found that the things people said they liked about their jobs were

A) Intrinsic rewards.
B) Extrinsic rewards.
C) Reader benefits.
D) Safety and security issues.
E) None of the above.

Question 40

Expectancy theory says

A) Most people try their best only when motivated by material reward.
B) Most people don't try their best because they expect to fail.
C) Most people expect to succeed at whatever task they perform.
D) Most people can expect to fail because we can't always win.
E) None of the above.

Question 41

An entry-level employee is arriving to work bleary-eyed and occasionally late. You find out she's working a second job to make ends meet. According to Maslow's Hierarchy of Needs, what concerns are most likely motivating her?

A) Physical.
B) Security.
C) Belonging.
D) Recognition.
E) Self-actualization.

Question 42

One of your employees pulls up in an expensive new sports car and has also begun wearing tailored suits and asking to serve on high-profile committees. According to Maslow's Hierarchy of Needs, what concerns are most likely motivating him?

A) Physical.
B) Security.
C) Belonging.
D) Recognition.
E) Self-actualization.

Question 43

You need to develop reader benefits to encourage employees to take advantage of the on-site exercise center. Which of the following would BEST help you to accomplish the task?

A) Describe significant features, such as the trained staff, state-of-the-art equipment, and the well appointed sauna and whirlpool.
B) Apply Maslow's Hierarchy of Needs to better understand what motivates people to exercise.
C) Use psychotherapeutic description to create rich sensory impressions.
D) Use another company's message about its exercise center as a model for your own.
E) None of the above.

Question 44

"Mouth-watering steaks, buttery soft biscuits, savory sauces and pasta, and delicious desserts are just some of the scrumptious foods awaiting you at our buffet. And don't forget: Every Tuesday we feature fresh, oven-warm pies and tall, cool pitchers of iced tea."Indicate the alternative that both correctly evaluates the sentence and correctly explains the reason for the evaluation.

A) Has poor psychological description because not every likes these foods.
B) Has good psychological description because the details create strong sense impressions.
C) Has poor psychological description because one sentence begins with "and."
D) Has good psychological description because even someone watching his or her weight will succumb to temptation because of the details.
E) Both A and C

Question 45

You decide to lower the price on your product. Doing so is an example of a(n)

A) Intrinsic benefit.
B) Extrinsic benefit.
C) Defined benefit.
D) Psychological description.
E) None of the above.

Question 46

What is psychological description and why is it important to reader benefits? Give an example.

Question 47

What is the difference between intrinsic and extrinsic benefits? Give an example of each.

Question 48

List and explain the three principles that guide your choice of reader benefits.

Question 49

Reader benefits are _________ or _________ that the reader gets by using your services, buying your products, following your policies, and adopting your ideas
.

Question 50

_________ _________ says that most people try to do their best only when they believe that they can succeed and when they want the rewards that success brings.

Question 51

In a groundbreaking study of professional employees, Frederick Herzberg found that the things people said they liked about their jobs were all _________ rewards.