Chapter 7 Notes

Persuasive Messages

Writing Plan for a Persuasive Requesting
Obtain the reader's interest
Describe a problem, state something unexpected, suggest reader benefits, offer praise of compliments, or ask a stimulating question.

Build Interest
Explain logically and concisely the purpose of the request. Prove its merit. Use facts, statistics, and expert opinion.

Reduce Resistance
Anticipate objections, offer counter arguments, Establish credibility, demonstrate competence, show the value of your proposal

Motive Action
Ask for a particular action, make it easy to respond, show courtesy, respect, and gratitude


Requesting Favors and Actions
Requests for time, money, information, special privileges, and cooperation require persuasion
Request may be granted because the receivers:
Are genuinely interested in your project
See benefits for others
Expect goodwill potential for themselves
Feel obligated as professionals to contribute their time or expertise to “pay their dues”

Persuading within Organizations
Use the direct plan for messages involving instructions and directives. Moving downward, they usually require little persuasion.
Use the indirect plan for requests that as employees to perform outside their work roles or to accept changes that affect them negatively, such as pay cuts, job transfers, and reduced benefits.

Making Claims and Requesting Adjustments (Complaint Letters)
Avoid sounding angry, emotional, or irrational
Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem
Provide identifying data
Explain why the receiver is responsible
Enclose document copies supporting your claim
Appeal to the receiver's fairness, ethical and legal responsibilites, and desire for customer satisfaction
Describe your feelings and your disappointment
Close by telling exactly what you want done

Writing Plan for a Sales Letterhead
1.Capture the attention of the reader
2.Build Interest
3.Reduce Resistance

Reducing Resistance
1.Include testimonials
2.Name satisfied users
3.Promise money-back guarantee or warranty
4.Offer a free trial or sample
5.List performance tests, polls, or awards

Writing Plan for a Sales Letter
Motivate Action
1.Offer a gift
2.Promise an incentive
3.Limit the offer
4.Set a deadline
5.Guarantee satisfaction
6.Include a P.S. with a special inducement

Checklist for Analyzing a Sales Letter
At what audience is the letter aimed?
Is the appeal emotional or raional
Is the appeal effective?
Is the opening effective?
What techniques capture the reader's attention?
Is a central selling point emphasized?
Does the letter emphasize reader benefits?
How does the letter build interest in the product or service?
How is price introduced?
How does the letter anticipate reader resistance and offer counterarguments?
What action is to be taken and how is the reader motivated to take that action?
What motivators spur the reader to act quickly?

Writing Successful Online Sales Messages
1.Communicate only with those who have given permission!
2.Craft a catchy subject line
3.Keep the main information “above the fold”
4.Make the message short, conversational, and focused
5.Convey urgency
6.Sprinkle testimonials throughout the copy
7.Provide a means for opting out

Chapter 6 Notes

Direct Letters and Goodwill Messages

Business Letters are Important when...
A permanent record is required
Formality is necessary
A message is sensitive
An organized, well considered presentation is necessary

1.Direct requests for information and action
2.Direct claims
3.Direct responses to information requests
4.Adjustment letters
5.Letters of recommendation
6.Goodwill messages

Writing Plan for Request for Information or Action
Ask the most important question first or
Express a polite command
Explain the request logically and courteously
Ask other questions if necessary
Request a specific action with an end date, if appropriate
Show appreciation

Parts of a Business Letter
1.2-inch top margin or key dateline 2 lines below letterhead
2.2-10 lines between dateline and inside address
3.1 blank line (double space)
4.Single-space paragraphs; leave 1 blank line (double space) between paragraphs
5.1 blank line (double space)
6.Hit ENTER four times after complimentary close to allow space for signature
7.1 blank line (double space)

Ineffective Information Request
It is prepared on plain paper (instead of preprinted letterhead)
The writer begins the letter by keying in his home address immediately above the dateline
All other letter parts are the same as a regular business letter

Improved Information Request
Saves the reader's time by starting directly with the information request
Makes it easy for the reader to identify what specific questions need to be answered
Closes appropriately with appreciation and requesting a specific action with an end date


Writing Plan for Direct Claim
Describe clearly the desired action
Explain the nature of the claim
Tell why the claim is justified
Provide details regarding the action requested
End pleasantly with a goodwill statement
Include end dating if appropriate

Writing Plan for Replies to Information Requests
Identify previous correspondence
Deliver the most important information first
Arrange the information in a logical sequence
Explain and clarify the information
Build goodwill
End pleasantly

Writing Plan for Adjustments
Subject line is optional
Identify previous correspondence
Make a general reference to main topic
Grant the request or announce the adjustment immediately
Provide details about how you are complying with the request
Strive to regain the reader's confidence
Include resale or sales promotion if appropriate
Close courteously by summarizing your action request
Express confidence in future business dealings

Writing Plan for Letter of Recommendation
Identify the applicant, the position, and the reason for writing
Establish your relationship with applicant
Describe applicant's job duties
Give specific examples of skills and attributes
Compare with others in the field
Summarize the applicant's significant attributes
Offer an overall rating
Draw a conclusion regarding the recommendation

Types of Goodwill Messages
1.Letter of Sympathy
1.Console a friend, relative, or loved one

2.Letters of Appreciation
1.To Customers for their business, hosts and hostesses for their hospitality, colleagues for jobs well done, or individuals who have performed favors

3.Congratulatory Messages
1.For engagements, marriages, anniversaries, births, promotions, appointments, awards, or any significant event

Tips for Writing Goodwill Messages (The Five S's)
1.Selfless
2.Specific
3.Sincere
4.Spontaneous
5.Short

Writing Thank Yous
Cover three points in gift thank yous
1.Identify the gift
2.Tell why you appreciate it
3.Explain how you will use it
Be sincere in sending thanks for a favor
Tell what the favor means to you
Avoid superlatives and gushiness
Maintain credibility with sincere, simple statements
Offer praise in expressing thanks for hospitality

Answering Congratulatory Messages
Respond to congratulations
Send a brief note expressing your appreciation
Tell how good the message made you feel
Accept praise gracefully
Don't make belittling comments to reduce awkwardness or embarrassment

Extending Sympathy
1.In the first sentence mention the loss and your personal reaction
2.For deaths, praise the deceased. Describe positive personal characteristics
3.Offer assistance. Suggest your availability, especially if you can do something specific
4.End on a reassuring, positive note.

The first quarter ends today. What recommendations would you make to improve this class? (more projects less lecture!) What grade do you think you EAR

Today is Friday the thirteenth and it is the last day of the quarter. For this class next semester, I would like to see more projects in this class. Projects count a lot for a grade and they are much better than tests. The tests in this class are horrible and the fewer there are the better. I think in this class I earned an A. I have done all my work, my test average is a low B but the tests aren’t counted as much. Every blog I have done so far has been insightful and fact full. I also need the A in this class so I can get a Ph.D. at the end of this year.

At the CMA's Taylor Swift won entertainer of the year. Did anything happen while she was receiving her award?

I did not watch the CMA's yesterday so I do not know what happened with Taylor Swift. If Kayne did come back on stage I would think the security would just jump him at this point. The whole thing with the VMA's is still a big event that people are still talking about. I know that on SNL, Taylor made fun of Kayne going on stage. From the article given, Taylor won 4 awards and had an excellent night, though the site did spell trophy wrong.

Do you think that Droid will save Motorola?

I think that the Droid will temporally save Motorola from a fall. Motoroal has not been doing well ever since the new craze of the Razor has become obsolete. The company has been desperately trying to come back with new hits to stay alive in the market. Before they completely went under, Motorola released the new phone, the Droid, to save the company. High expectations are needed with the phone and the way they marketed it was very similar to Apple's I-phone and Verizon’s Blackberry. Wall Street does not think that the phone will do very well in up coming years but I think that it is still too early to tell. This is Motorola’s last chance to stay alive; otherwise it is almost certain that they will be bought out or dies out through competitors.

What is your opinion on the health care reform bill that passed in the house and is now waiting for senate approval?

I really don't care about this new health care system. If it passes, its passes, if it fails, it fails. Right now it does not affect my directly. All i know that is going on is that President Obama wants to spend $1 trillion on health care when health care is already one sixth of the United States income. If this passes this will be a huge accomplishment but it will also put us in huge debt. Our debt is already big enough but if there’s no other way then I guess were all screwed.

Droid launches today. Talk about the ad campaign, was it successful and did the product get the type of coverage it needed to launch successfully. Giv

Today is the launch of the new Verizon phone, Droid. Yesterday I saw a commercial for the new phone on FOX and all I can say is "what the hell." I understand the point of the commercial but all in all, it was ineffective to me. I do not know about anyone else but I did not like it. There was no point to the commercial, the phone flew out of the sky from a plane and people were amazed. Version has previously done something like this before with its blackberry. I found that commercial to still be ineffective but curious to me. It will only be a matter of time until reviews come about the Droid but until then, I do not have any plans of getting it.