1. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Letters and Memos that Persuade C H A P T E R 9

2. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Learning Objectives u Use the indirect strategy to persuade. u Write convincing claim request letters. u Request favours persuasively. u Present new ideas in persuasive memos. u Analyze techniques used in sales letters. u Compose carefully planned sales letters.

3. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Opening - obtains the reader’s attention and interest. Persuasion - explains logically and concisely the purpose of the request and proves its merit. Closing - asks for a particular action and shows courtesy and respect.

4. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Study the following effective persuasive letter to see how it applies the writing plan.

5. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Dear Mr. Dmytriw: SUBJECT: VISA ACCOUNT NO. 5039-0164 Because of the wide acceptance of the Visa credit card and because of your bank’s attractive interest rate, I was eager to become a cardholder two years ago. Recently, however, we experienced a charge to our account that we would like to discuss with you. Gains attention with favourable comments about the company.

6. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Between the period of April 5 and May 27, I made 12 purchases. Ten of the purchases received telephone approval. When I received the last statement, a copy of which is enclosed, I was surprised to see that I was charged $5 each for these purchases because my account was over my limit. The total charge was $60. Explains events in orderly, logical fashion.

7. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Of course, I should have been more aware of the limit and the number of charges that I was making against my account. I assumed, however, that if my purchase received telephone approval from your credit processors, I was still within my credit limit. Argues convincingly that the charge is unjustified.

8. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Persuasive Requests Please examine my account, Mr. Dmytriw, and reconsider this penalty. Since I have never exceeded my credit limit in the past and since I received telephone approval for most of the charges in question, I feel that the $60 charge should be removed. Sincerely, Closes with action request that ties in with opening.

9. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Favour Requests Compare the following ineffective favour request with an improved version.

10. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Favour Request Dear Ms. Lejarzo: Would you be interested in speaking to the students at Foothill College? If you will be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our 15,000 students (and most are registered voters in your district) will be attending this function where three major speakers have been invited. Ineffective: Starts out directly with question that could be answered negatively.

11. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Favour Request Dear Ms. Lejarzo: Would you be interested in speaking to the students at Foothill College? If you will be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our 15,000 students (and most are registered voters in your district) will be attending this function where three major speakers have been invited. Ineffective: Provides easy excuse for refusal in second sentence.

12. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Favour Request Dear Ms. Lejarzo: Would you be interested in speaking to the students at Foothill College? If you will be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our 15,000 students (and most are registered voters in your district) will be attending this function where three major speakers have been invited. Ineffective: Fails to emphasize reader benefits (opportunity to influence 15,000 voters).

13. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning 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. Favour Request Closes without making it easy for the reader to grant favour.

14. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Effective Favour Request Over 15,000 students attend Foothill College, and many are registered voters in your district. On Thursday, April 16, you will be able to introduce yourself to these potential voters at the Associated Student Organization’s Career Awareness Day. On this day we plan to have three major speakers representing industry, education, and politics. Our Career Awareness Day features information booths where students may learn more about specific careers. The program culminates with the major address given in the Campus Center 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 about a career in politics, please call me at 555-5832 to confirm this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared.

15. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Sales Letters Opening - capture the attention of the reader. Body - emphasize a central selling point, appeals to the needs of the reader, creates a desire for the product, and introduces price strategically. Closing - stimulate the reader to act.

16. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Attention-getters as openings for sales letters: u Offer something the reader values. u Highlight a product feature. u Use an inside-address opening. u Include a startling statement. u Begin with an engaging story.

17. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Offer: Follow my entry instructions, and you could be the sole winner of ONE MILLION DOLLARS. Use the enclosed coupon to get $100 off on your next Air Canada air fare.

18. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Product Feature: Six Alberta steak filets from fine, corn-fed beef can be yours for only $62.95.

19. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Inside Address Opening: We need your help, Mrs. Lee, in a national Consumer survey of car owners.

20. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Startling Statement: Did you realize that drunk drivers injure more than 50,000 victims every year? “I’ve just received the test results... it’s cancer.”

21. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Sales Letters Story: Billy G. doesn’t live in your neighbourhood. He grew up in a neighbourhood of boarded up houses and street gangs. If only he could go to camp, he’d see how beautiful life can be.

22. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Writing Plan for Sales Letters Body: u emphasize a central selling point u appeal to the needs of the reader u create a desire for the product u introduce price strategically Closing: u stimulate the reader to act

23. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Checklist for Analyzing Sales Letters 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? 5. Is a central selling point emphasized?

24. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Checklist for Analyzing Sales Letters 6. Does the letter emphasize reader benefits? 7. What are some examples of concrete language? 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?

25. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Try Your Skill Use the checklist to analyze the sales letter on the next screen.

26. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning Try Your Skill You can now purchase the Micrex PC312 microcomputer with a high- density zip drive for only $1789. This price allows you to earn $600 when you sell the computer at the suggested retail price of $2389. The Micrex package includes a 21-inch colour monitor and an Intel Pentium III microprocessor that ensures that the computer meets the latest speed requirements on the market today. The Micrex’s storage capacity can easily be expanded from a 6.4GB hard drive to a 12.8GB hard drive. The wholesale price of the 12.8GB drive is only $489. All software packages designed to run on the Windows platform will operate on the Micrex. This compatibility allows the customer a wide selection of programs. In addition, many programs designed only for the Micrex are available. Please place your order for these low-cost, high-profit machines by calling toll-free, 1-800-555-3312. If you order ten or more machines before March 15, 200x, you will earn an additional 6 percent discount!

27. Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning