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Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey,

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Presentation on theme: "Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey,"— Presentation transcript:

1 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-1 Chapter 6 Persuasive Messages

2 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-2 Writing Plan for Indirect Persuasive Requests Opening Gain attention Describe a problem, make an unexpected statement, mention a reader benefit, pay the reader a compliment OR pose a stimulating question.

3 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-3 Writing Plan for Indirect Persuasive Requests Body Build interest and keep the reader’s attention. Persuade him or her that the request is reasonable. Use facts and statistics, expert opinion, a listing of direct or indirect benefits to the receiver, examples, and/or specific details. Reduce resistance. Anticipate and name the resistance. Counter it with a benefit.

4 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-4 Writing Plan for Indirect Persuasive Requests Closing Motivate action. Tell the receiver exactly what you want and when you want it. Be confident but not pushy.

5 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-5 Ineffective Favour Request Dear Mr. Davis: Would you be interested in speaking to the students at Foothill College? If you would be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our

6 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-6 Ineffective Favour Request 15,000 students (and most are registered voters in your riding) will be attending this function where three major speakers have been invited. We hope to find good speakers from industry, education, and government. Our ASO voted you the politician they would most like to hear. We could offer you 30 minutes to impart information about politics as a career, its rewards, and its punishments. Our Career Awareness Day will contain information booths; students can talk about careers and learn about them at these

7 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-7 Ineffective Favour Request booths. Then the three speakers will follow these booths at 12 noon in the Campus Centre. Let me know by March 15 if you'd like to be one of our speakers. We'd enjoy having you and it could be good for you, too. If you let me know early enough, we can get some publicity out. Sincerely,

8 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-8 Ineffective Favour Request Discuss the faults in the previous letter. 1. Starts out directly with a question that could be answered negatively. 2. Provides an easy excuse for refusal (in second sentence). 3. Fails to emphasize reader benefits (opportunity to influence 15,000 potential voters).

9 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch. 6-9 Ineffective Favour Request Discuss the faults in the previous letter. 4. Lacks unity in sentences and paragraphs. 5. Focuses on the writer's viewpoint rather than on the reader’s. 6. Uses imprecise words and inappropriate syntax. 7. Closes without making it easy for the reader to grant the favour.

10 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Favour Request Dear Mr. Davis: Over 15,000 students attend Foothill College, and many are registered voters in your riding. On Thursday, April 16, you will be able to introduce yourself to these potential voters at the Associated Student Organization's Career Awareness Day.

11 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Favour Request On this day we plan to have three major speakers representing industry, education, and government. Our Career Awareness Day features information booths where students can learn more about specific careers. The program culminates with the major presentations given in the Campus Centre at 12 noon. As one of the three featured speakers, you would have 30 minutes to describe a career in politics and its rewards and possible drawbacks. You were selected by our ASO as the politician they would most like to hear. To give Foothill students an opportunity to meet you and to learn

12 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Favour Request about a career in politics, please call me at to confirm this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared. Cordially,

13 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Claims or Complaints Opening Gain attention by beginning with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem.

14 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Claims or Complaints Body Build interest. Explain and justify the claim or complaint with convincing reasons and without anger. Provide identifying information. Enclose document copies supporting your claim.

15 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Claims or Complaints Body Reduce resistance. Subtly suggest the responsibility of the receiver. Appeal to the receiver’s sense of fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment. Avoid sounding angry, emotional, or irrational.

16 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Claims or Complaints Closing Motivate action. Explain exactly what action you want taken and when.

17 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Persuasive Claim Letter Mr. John M. Watson Customer Care Representative Visa Canada 135 Bay Street Toronto, ON M5W 1E6 Dear Mr. Watson: You have charged my wife's Visa account with erroneous "over- the-limit" charges that are quite unfair, and I am very upset about it.

18 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Persuasive Claim Letter How can we be charged with "over-the-limit" charges when nearly every one of the charges was approved? We don't keep a running record of our Visa account and all our credit purchases on it, so we did not know that we were close to the limit. Between August 7 and September 27 we made 12 purchases. We were charged a $10 fee for each of these 12 transactions because we exceeded our credit limit. However, 10 of these transactions were phoned in for approval, and ALL WERE APPROVED! Why were they approved if we were over our credit limit? Obviously, we would not have continued to make purchases if we had known we were over our limit.

19 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Persuasive Claim Letter It seems to me that your approval system is at fault here. And why aren't new cardholders informed of your rules? The charges we made exceeding the limit were clearly unintentional. Furthermore, our actions were made on the basis of misinformation and errors on the part of your credit processors. Angrily yours,

20 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Persuasive Claim Letter Discussion: 1.Does the opening obtain the reader's attention in a positive manner? 2. Why does the writer think that the $120 penalty is unreasonable? Does the writer offer convincing reasons? Are they logically presented? 3. Does the writer try to blame the company for the penalty?

21 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Persuasive Claim Letter Discussion: 4. What action does the writer seek? 5. Is that action clearly stated? 6. Does the letter show courtesy and respect? 7. How would you feel if you were the receiver?

22 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Persuasive Claim Letter Dear Mr. Watson: SUBJECT: VISA ACCOUNT NO Because of the wide acceptance of the Visa credit card and because of your attractive interest rate, my wife and I were eager to become cardholders two years ago. Recently, however, we experienced a charge to our account that we would like to discuss with you. Between the period of August 7 and September 27, we made 12

23 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Persuasive Claim Letter small purchases. Ten of these purchases were given telephone approval. When we received our last statement, a copy of which is enclosed, we were surprised to see that we were charged $10 each for these purchases because our account was over our limit. The total charge was $120. Of course, we should have been more aware of our limit and the number of charges that we were making against our account. We assumed, however, that if our purchases received telephone approval from your credit processors, we were still within our credit limit.

24 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Persuasive Claim Letter Please examine our account and reconsider this penalty. Since we have never exceeded our credit limit in the past and since we had received telephone approval for most of the charges in question, we feel that the $120 charge should be removed. Sincerely,

25 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 1. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. 2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department.

26 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 3. When we purchased our Model RX copier 15 months ago, we had high expectations for its performance. 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. Would you be able to speak at our graduation ceremony on June 7?

27 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Good and Bad Openings for Persuasive Requests Which of the following openings are effective? 6. We realize that you are an extremely busy individual and that you must be booked months in advance, but would it be possible for you to speak at our graduation ceremony on June 7? 7. You were voted by our students as the speaker they would most like to hear at graduation on June 7.

28 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Tips for Writing Persuasive Suggestions l Expect resistance to new ideas and altered procedures. l Prepare for this resistance by anticipating objections, offering counterarguments, and emphasizing benefits. l Use concrete examples and familiar illustrations in presenting arguments.

29 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Suggestions Opening Gain attention with a problem that can be solved.

30 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Suggestions Body Build interest and keep the reader’s attention. Explain the background and the solution to the problem before making the proposal. Begin every paragraph with a topic sentence. Reduce resistance. Anticipate objections. Counter them.

31 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Suggestions Body (continued) Summarize benefits in a list for easy readability. Delay mention of price until after convincing arguments are presented.

32 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Persuasive Suggestions Closing Motivate action. Ask for authorization to go ahead. Provide end dating.

33 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Sales Letters Opening Gain attention by standing out from the competition. Body Emphasize a central selling point. Appeal to the needs of the reader. Reduce resistance by creating desire for the product. Introduce the price strategically.

34 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Writing Plan for Sales Letters Closing Stimulate the reader to buy: Make the action clear. Make the action easy. Offer an inducement. Limit the offer. Make payment easy.

35 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Attention-Getters for Sales Letters 1. Offer Follow my entry instructions, and you could be the sole winner of ONE MILLION DOLLARS! 2. Product Feature Six Alberta steak filets from fine, corn-fed beef can be yours for only $62.95.

36 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Attention-Getters for Sales Letters 3. Inside Address Opening We're asking your help, Mrs. Lee, in a nationwide consumer survey of car owners. 4. Startling Statement Do you realize that drunk drivers injure more than 50,000 people every year?

37 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Attention-Getters for Sales Letters 5. Story Tommy G. doesn't live in your neighbourhood. He grew up in a neighbourhood where alleyways served as playgrounds and parks were a safe haven for drug dealers, not children. If only he could go to camp, he'd see how beautiful life can be.

38 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Sales Letter Dear Camera Owner: Hi! I'm Jim Johnson and I'm asking you to continue to use Kent Colour Labs for the processing of your film. We've been in business for a long time and our customers tell us they are quite satisfied with our service and the quality of our processing. We feel that you can't get better prices anywhere. We are also very proud of our guarantee. No matter what we receive from you, you

39 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Ineffective Sales Letter don't risk a cent. We offer a whole range of other services--reprints, posters, slides, disks, and much more. Furthermore, we are very careful with your film; we treat it as we treat our own. Are you tired of asking yourself, "Where should I get my film developed?" Well, Kent Colour labs is the place to go. We rely on Canada Post for our business, and this letter is our way of asking for your business. Send us your next roll of film to be developed as soon as you finish it. Sincerely,

40 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Discussion for Ineffective Sales Letter to Camera Owner 1. Does the opening grab your attention? 2. Is a central selling point developed? 3. Is the letter written from the reader‘s perspective? 4. Should this letter develop rational or emotional appeals?

41 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Discussion for Ineffective Sales Letter to Camera Owner 5. Does the letter use concrete examples? 6. Does it build confidence in the product or service? 7. Does it stimulate action in the closing?

42 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Sales Letter Dear Camera Owner: Amy Evans, of Halifax, recently wrote to us saying, "I just wanted to let you know that the pictures you developed for me earlier were the best pictures I have ever received. And I can't believe I received them so quickly!" If you are looking for quality film developing, speedy turnaround, and, most importantly, reliability--consider Kent Colour Labs. Here's why our customers keep returning:

43 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Sales Letter * You get low film processing prices and excellent quality. * You get a whole range of services–reprints, enlargements, giant photo posters, wallet photos, slides, movies, disks, and more. * You get film mailing envelopes made from special long-fibered paper making them stronger than normal envelopes. * You get convenience–no more standing in line at the drugstore or camera store. And it's fun to receive mail! We're best known, however, for our reliability. We've been in

44 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Sales Letter business for more than 47 years. The minute we receive your order, it's processed! You can count on that every time. Because we're so certain that you will be pleased, we guarantee every roll of film. If you're not satisfied, simply return the whole package. We will cheerfully refund your money and send you free film and a coupon to process that film free. This is the best guarantee in the business. We want your return business. Right now, finish that film in your camera. Grab a pen, complete the enclosed mailer, and drop it in

45 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Improved Sales Letter the mail. Sincerely, P.S. If you respond within one week, we'll process your order at an additional savings of 20 percent.

46 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Checklist for Analyzing a Sales Letter 1. At what audience is the letter aimed? 2. Is the appeal emotional or rational? Is the appeal effective? 3. Is the opening effective? 4. What techniques capture the reader's attention?

47 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Checklist for Analyzing a Sales Letter 5. Is a central selling point emphasized? 6. Does the letter emphasize reader benefits? 7. What are some examples of concrete language?

48 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Checklist for Analyzing a Sales Letter 8. How is confidence in the product or service developed? 9. How is price introduced? 10. What action is to be taken and how is the reader motivated to take that action?

49 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Tips for Writing Online Sales Letters Be selective. Send only targeted, never “blanket,” mailings. Make the recipient feel special; offer something special just for him/her. Focus on the “you” view. Keep the message short and conversational.

50 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Tips for Writing Online Sales Letters Focus on one or two central selling points. Project sincerity. Make it easy to respond. Provide means for being removed from the mailing list.

51 Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6 th Canadian Edition Copyright © 2010 by Nelson Education Ltd. Ch Persuasive Messages End


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