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.

The Yankees won last night. What impact does this have on the organization, the new stadium? Will it help to market the organization or new stadium?

For the 27th time, the most time in baseball history, the Yankees have won the world series. What better time to win the series than the year they get a new stadium. This is going to have a huge impact on the organization. A new stadium, year, team, but the same old classic Yankees. Now other outside organizations are going to try and get the Yankee team to sponsor or indorse their items. This is one world series that the Yankees, the world will never forget.

What does Halloween mean to you?

In logged in with my gloves!

Last night all parents of seniors had to attend a meeting on drug abuse. What was your parent's feedback on the meeting? What do you think of the mand

My parents did not attend the meeting last night at the school. I showed up though but Mr. Como wouldn't give me a sheet to enter the auditorium. There is a make up session for parents who were not able to attend the meeting last night so I am not worried about going to prom or banquet. As for the assembly itself, I just think it is a waste of time. They are long, and don't accomplish anything. Parents don't want to hear what their kids could do. Some kids do drug, some don't but that doesn't mean everyone should suffer for it. This isn't the first meeting with drugs too so parents know what kind of stuff happens with drugs. Hearing stuff like this is useless when trying to get students to stop using drugs, it’s only going to make us resent the school more and increase our chances of using it.

Michael Jackson's new movie started last night. Give your opinion on the movie and media circus that surrounds Michael today.

The new Michael Jackson movie came out last night and I can't wait to see it. The beginning of his career was great but then it sort of faded after all of the scandals. The movie should be a good tribute to the fallen pop star for all of his achievements. The media is still all over his death even though it was in June. The title of the movie is called, "This is it" for a reason. The reviews of the movie are good so that only makes me and others want to see it more. This should be the final tribute to the King of Pop and I myself want to see it.

Read the following article : 2Moms' Business.

To be honest, I have heard of something like this before. This is a good idea but updated software already has similar back up systems to this. A problem I see to this is that it is marketed to what seem only college students. Now a day, college students are more technically savvy and use software backups or have a flash drive with all of their work on it. If this 2 Jericho Moms' business really wants to succeed, they should market this to businesses all over the island. Bigger businesses would want to have a professional back up system with important files.

The Yankees won last night and are moving to the next round of the playoffs. Are you a die hard Yankee fan and can't wait to watch some more baseball.

I happened to watch the Yankee game yesterday night and to my enjoyment, they won. I am happy to see them go to the world series but I can say that I don't care about baseball that much. I don't care too much about any sport, I just enjoy knowing that my home team is winning and going on to fame. As for the civil war Yankees, that happened such along time ago that I don't care. What happened happened, who needs history anyway. My time can be best used for writing a blog in my business communication class. Mrs. Wood, my hands are freezing right now as I'm typing, more than they were friday night at Spooktacular. Don't wprry though, I can't feel them anymore.

Last chapter we spoke about different cultures and how actions, written communication and non-verbal communication play a big role in our ability to c

I do not think I would be able to face the challenges this women faces. She is at risk everyday for writing her articles. Where she comes from, she does not get as much freedom as we do here in the United States. The Taliban are very strict about these things and it is therefore that whenever she writes a poem or publishes an article, she mostly puts an out on her life. I know that she has a passion for writing and coming up with creative stories but I know I would never do what she is doing because I care for my life too much. I happen to respect her for going out and doing what she feels is right, her passion, even though she has death threats against her.

The Business Olympics teams are due Monday October 26th, the subject 21st century classrooms. How could you change this class or another class to brin

The way I would change this class or any other class would be to add more technology that us students are familiar with. I would like to see smart boards in all of the rooms, teachers having all of their work from the class online for students to access at home, and the device I am creating in E-Commerce. Briefly, it is an electronic journal that can upload documents from the teacher’s website and then be able to do the document on the journal and send it back when finished. That way it would save tons of paper used each year. Of course this isn't real but I would like to see it happen.

What is your point of view on "The Balloon Story"? Do you agree or disagree with the charges? How do you feel about the children's role in this?

I think this whole balloon incident was funny. I do not think that it was the safest or smartest thing for the family to do as a hoax but the fact that it happened was funny. The chargers to the parents will stick and I would have to agree with them. The US airport had to shut down flights over the area which hurt the airport's business. I believe the crime is also classed under a misdemeanor which should be sentenced. What does bother me the most is the child’s role in this. How can a parent pretend that their child is in a hot air balloon when he’s up stairs hiding in an attic? While it is funny, it is also disturbing.

New York state health care workers have been mandated to take the H1N1 (Swine Flu) vaccine. Do you agree with this or not? Why

Yes I agree with this decision. The people who are taking care of us should be vaccinated for the swine flu because we don't want them to get sick. If they are infected and they come in contact with other patients, they can make the patients worse then how they are. It is also because that they are around sick people that we don't want them to get sick. They will have a higher chance of catching this if they are around swine flu patients more and not be vaccinated. Even if the vaccine is new, it should be helpfull to everyone who has a good immune system. That is why health care workers would be a right choice to get the vaccine.

What do you think about the newest Nobel Prize Winner: President Obama. Do you agree, disagree and why.

I would have to disagree with this decision. To win the Nobel Peace Prize so early in his presidency is unfair. In my opinion, he did not do much to deserve this award. If you really had to say something about this, he did go through a lot of hardships in the process of being president but to make "peace" he did nothing. I would have them hold off giving President Obama the Nobel Peace Prize until later in his term. According to fox news, "Apparently Nobel Prizes are now being awarded to anyone who is not George Bush." -Jennifer Loven.

Healthy food has been the topic of the discussion in the Smithtown School District; from changing food in the cafeterias to ending bake sales to no mo

First off I would like to respond to this article by saying, what the hell. I would say something else but hell is already pushing it. The school is going crazy about the rules with healthy foods. If you get obese then its your fault. Its your responsibility to make sure you stay in shape and get the nutritional value that is required. These new healthy foods that are proposed are not a good idea. It may be considered healthy for the body but it may not be tasteful. If kids want to eat something in school, it should be something they enjoy, not something they hate. We need food for the soul.

Yesterday we had a speaker from Johnson and Wales (I know he was late and we had only a couple of minutes with him). Did his presentation inform you a

The presentation yesterday was overall good. I have already seen it a few times before but because I am a senior this year, this presentation had more of an impact on me. I do not plan on going to Johnson and Whales but some of the points that the presenter made were valid ones that I would consider if I chose to go out of state. Some of the points like location, money, and advancements were simply explained and easily understood.

How much do you know about Financial Education; course,parents,friends

I know very little about financial education. My parents help me with a lot of my finances but I do know the basics for everything. I can do some stocks, write and balance my check book, and a few other minor things to keep my finances organized. I am taking a college Accounting course to help educate me but other than that, I have no prior knowledge of financial education.

In today's Newsday there is an article regarding texting and driving. Give your point of view on this VERY important topic. Check out the article firs

I feel that the law to stop texting and driving is a law which should be upheld. Any type of activity that would impair your vision or take your eyes off the road for long periods of time should not be permitted while driving. You have a responsibility as a driver to drive safely while on the road for your protection and for the safety of the people around you. To sum everything up, no texting while driving.

State an appropriate proverb, the country of origin and what it means to you. (You can use ones we discussed in class or do your own research)

"If practice makes perfect, but no one is perfect, then why practice at all?" This is a proverb that I like to use. The reason why I use this is because some people like to accomplish a lot or until it is perfected. However nothing can be perfect so there is no point wasting your time on something if it is not going to get better than your best. I have no clue as to the country of origin of this quote, it is something I came up with off the top of my head but I am sure other people have thought of this. I also like to go by this when I get a low test grade. I realize that I tried my best and I should be proud of that fact and not dwindle on the past.

It's your senior year: What does "Spirit Week" mean to you? Did you participate everyday? Would you continue the traditions of Home Coming, and Pep Ra

Spirit week to me as like my last chance to participate in a school event. I tried to do everything everyday but I met too many obstacles. For Tuesday, I did not have a super hero costume and I didn't feel like just putting a sheet around my neck. Then for Wednesday, Twin day, i was twins with me, myself, and I. Yesterday was toga day and I had a field trip. I really wanted to wear a toga on the field trip but to my surprise, I do not have any solid colored sheets in my house. Today is the last day and for seniors, it is to wear blue. I'm wearing all blue today so I'm set for the prep rally. Yes I would continue the traditions of prep rally because a lot of people have school pride. I'm not one to really get others to do this because they either want to or not. So all I would do is put up signs and make announcements on the loud speaker.

Give your opinion on a current event. It can be anything politics, sports, entertainment, or business. However, it must be current and something we ha

A huge red dust cloud has covered the city of Sydney, Australia. People in the city are in panic as something that can only be described as a scene of a horror is occurring. Traffic is increasing, airports are being shut down, and almost all means of transport is down. Citizens are in a direr situation, especially those who are sick or have asthma. Scientists are saying that this is the worst dust storm in Australia since the 1940's and people are advised to stay indoors until it passes.

If you could start your own business what would it be, who is your target market, and what kind of product would you sell?

If I could start my own business, I would create Wrapsody. You should know by now what Wrapsody is. It's a healthy fast food restaurant that sells unique items. The items I am talking about are, of course, food related products like our famous Bohemian Wrap. Our target market is the working man on their lunch break. That is why it is a fast food restaurant, to get our customers in and out as fast as possible but with a big smile and satisfaction. I could talk thirty pages about this "God like" place but then I would be doing my manual now. You'll see it soon enough.

Do you agree with the following opinion article from Friday's Newsday. Please read the article first!

I agree with the article given. Students are not well educated with political news and what is going on in the real world. This happens to be because of the schools themselves. Schools tend to stay on a set curriculum and teach the same thing over and over again. This is making students get bored of school and learn from other not so good places. We hear fowl mouthing on T.V. and we think its ok, we see someone out stage another person and think it’s alright and funny. The fact is that we are learning more from the outside world then we could ever learn from schools with the way we are teaching our students.

The Obama administration is trying to pass a new health care reform bill please list 3 points of the bill you agree with and 3 points you disagree wi

I have no idea what the new health care system is. From what I can find, not many people know what the health plan intend to do but a few points were listed on a news site. I do'nt like the fact that the government chooses what kind of health care you get, we don't have enough money, and all illegal citizens will be provided health care too! The parts that I like about the new health care are that we get our own ID card, your health care will be rationed, and the government will pay ACORN and Americorps to sign up individuals for goverment-run heatlh care plan. Again I have no idea what is going on because I don't listent to government speeches unless I want to fall asleep.

My favorite genre of music is...........? and Why?

I have many favorite genres of music but my all time favorite is rock. I enjoy to listen to rock because I like the general beat of what rock is. I think that this beat is simpler than other beats and it doesn't left you in a confused state of "what the heck was that?" or have you waiting in the ER because theres blood coming out of your ears.

Journal question: Is Kanye West a bully or a hero? Why?

In my opinion, Kanye West is a bully. He stole a momment from Taylor Swift that can never be taken back and hurt her feelings. Even the people in the audience and the woman he said should have won, Beyonce, booed and watched in horror. He can apologize many times and Taylor Swift may forgive him, but he can not take back what he did and during that time, he was a bully. If if truely learned from his mistake or just wanted to get this bad rep off of him, is still undecided.

I created a blog

Go me I have a blog, again. I created my second blog in less than a week because of my classes that I'm taken. The other classes I need this for are APES and writing for college but thats just whatever. It was easy to create a blog because I just went to blogger.com and I already had an account so I just clicked on "create new blog". It was very simple and since I'm not going to care about my apperance, I didn't change the templet.