Highlight benefits that are important to your particular audience. Therefore, when you write to various groups, you may need to adapt your message by stressing different benefits for different receivers. For example, Garbage Magazine urged subscribers to reply to their first renewal request, noting that it would conserve paper. This was an appropriate benefit to stress for an audience concerned with recycling and disposal of waste.
Understanding your audiences and adapting your communication accordingly increases your persuasive impact and the likelihood that your communication will be successful.