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Chapter 8. List Benefits from Your Reade... > Relate the Benefits to Your Reader

Relate the Benefits to Your Reader

Just as Schultz stepped back and recognized that his customers’ perceptions about Starbucks were different from his own, writers at the benefits stage must do the same thing. As human beings, we are often so locked into our own thoughts that we are slow to relate to others’ needs.

Say you are composing a letter to your manager, asking for a 10% raise. Obviously, what you are most interested in is making more money. But what is in it for your manager? Focus on the benefits the manager might accrue in giving you the raise. The following examples show the difference between aiming your message at the recipient (your manager) rather than the sender (you).


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