Mary Ellen Guffey,
Business Communication: Process and Product,
4e
Ch. 5, Slide
8
Developing Reader Benefits
•
Sender-focused
•
“Because we need
more space for our
new inventory, we’re
staging a two-for-one
sale.”
•
Receiver-focused
•
“You can buy a year’s
supply of paper and
pay for only six
months’ worth during
our two-for-one sale.”