In the Benefit section, you list the benefits of addressing the Problem—all the good things that could happen if your Solution section is implemented. This ties into the So What of why your audience cares, but focuses on the positive results of taking action (the So What may be a negative thing—for example, inaction could lead to consequences that your audience cares about). If possible, it can be helpful to be specific here—concrete examples are more compelling than abstract.
- Who does this help, and how?
- What improves in the short term?
- What improves in the long term?