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9: Writing Persuasive Messages
9-21
of our company.
external communication, but is also very relevant to internal communication, as not doing so can
lead to miscommunications even more serious than the one described earlier. Also, please
A good general rule to ensure that our online communications reflect well on us and the
organization is to use the same care in developing electronic messages as in writing a formal
(LO 9.3; AACSB Tag: Written and oral communication)
9-34. Message Strategies: Persuasive Business Messages
Note: Use the AIDA model (attention, interest, desire, action). Start with an attention-getter. Provide
enough detail to support your request. Think about benefits for the receiver of your memo and write
WHOLE FOODS MARKET MEMORANDUM
Date: 31 January 2015 01:12:15 -0800
From: Jessie Fortuna <j_fortuna@wholefoods.com>
To: <storemanagers@wholefoods.com>
CC:
BCC:
Attached:
Dear Whole Foods Managers,
We are doing it—not only are we providing quality foods to our customers, but we are also
making a difference in our neighborhoods and communities with volunteer programs. Many of
Foods, Whole People, Whole Planet.”
9: Writing Persuasive Messages
9-22
Please give us your input and assistance. Send us the great ideas you’ve gleaned from your own
Please share this message with your employees, and ask them for their thoughts. I’ve enclosed
“Whole Foods for Life” badges for you to give any employees who generate ideas. Please relay
See you at the March meeting!
(LO 9.3; AACSB Tag: Written and oral communication)
9-35. Message Strategies: Requests for Action
To: SunilK@Achieva.com
From: JosephineP@Achieva.com
Subject: Product Launch Management is Top Priority
I acknowledge that an avalanche of recent setbacks caused me to behave in a way that is not my
customary style. As you know, I have been the project team leader for two other product
This launch needs a team leader who has a proven record of results. I urge you to reappoint me
as team leader so I can help guide Achieva to another successful launch.
(LO 9.2; AACSB Tag: Written and oral communication)
9: Writing Persuasive Messages
9-23
9-36. Message Strategies: Requests for Action
To: JeriRoss@wunderkind.com
From: MaxMing@wudnerkind.com
Subject: Quick, Easy Way to Increase Productivity
commitments.
Dedicating Conference Room B as a “quiet-zone” workroom could help us achieve this goal.
By disabling phone capability and forbidding conversation, while maintaining a connection to
9-37. Message Strategies: Persuasive Business Messages
Note: Take advantage of the fact that Sparks has already expressed an interest in finding
promising investment opportunities. Open with a statement that indicates you heard her
From: Michael Burnett <mburnett@worldconnect.com>
To: Melinda Sparks <sparks_m@suddenlink.net>
Subject: Investment opportunity in language services market
Dear Ms. Sparks:
WorldConnect Language Services (headquartered in Memphis, Tennessee) provides interpreters
and translation services for business professionals. The demand for these services is widespread:
within two months of opening, our office was booked to capacity. WorldConnect’s ongoing
success reflects a strong commitment to growth through knowing our customers’ needs and
meeting them in every way.
9: Writing Persuasive Messages
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These opportunities offer remarkable profit potential, and I’d like to talk with you about sharing
Sincerely,
Michael Burnett
Owner, WorldConnect Language Services
(LO 9.3; AACSB Tag: Written and oral communication)
9-38. Message Strategies: Requests for Information
To: LeonSandes@HendryAssociates
From: BrigidMalone@HendryAssociates
Subject: Career Help/ Performance Review Compliance
I find that I am not in possession of all my previous reviews, and would appreciate it if you could
Please let me know if you need any additional information with me. Thank you for your
9-39. Message Strategies: Marketing and Sales Messages
Note: Students have an opportunity with this message to present positive, helpful, and welcome
Dear Parents,
The intensity of water polo makes it a great fitness exercise. Water polo is a wonderful way to
get children comfortable with water—and it helps them become better swimmers, improves their
shoulder and leg strength, and serves as a cardio workout. As a water-based activity, water polo
9: Writing Persuasive Messages
9-25
Water polo is fundamentally a team sport. The club structure of the game fosters camaraderie
and cooperation amongst the players. Through the game, your child will learn to make new
To learn more about water polo, and to find water polo programs in your neighborhood, please
Sincerely,
Ryan Campbell
Chief Marketing Officer
USA Water Polo, Inc.
(LO 9.4; AACSB Tag: Written and oral communication)
9-40. Message Strategies: Marketing and Sales Messages
and anticipate and counter perceived objections. (LO 9.4; AACSB Tag: Written and oral
communication)
9-41. Message Strategies: Marketing and Sales Messages
featured artist. (LO 9.4; AACSB Tag: Written and oral communication)
9-42. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking
Note: These messages should be clear, concise, and informative. This isn’t the place for intense
Company Overview
Curves has been helping women achieve their fitness goals in a supportive and comfortable
9: Writing Persuasive Messages
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Mission
Curves is about strengthening women. Our mission is to help women reach their fitness goals in
members.
(LO 9.4; AACSB Tag: Written and oral communication)
9-43. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking
Note: Students should keep in mind that this message is written by students for perspective
personal knowledge.
Three Things Students Love about Pomona
At Pomona, the classes are small, which increases access to professors and creates a well-knit
Pomona also boasts of great weather, with bright, sunny days through much of the year. The
weather makes it possible to enjoy a variety of outdoor sports all year round at Pomona.
its rich and rewarding campus life.
(LO 9.4; AACSB Tag: Written and oral communication)
9-44. Message Strategies: Marketing and Sales Messages; Media Skills: Microblogging
Note: This exercise in microblogging should challenge students to keep messages informative,
items from www.botanicalpaperworks.com.
Messages that blossom! Eco-friendly, seed-paper stationery from Botanical PaperWorks grows
and blooms into multicolored wildflowers.
wildflower, herb, or vegetable seeds.
9: Writing Persuasive Messages
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To promote the no-waste movement, and use or gift unique seed-paper products, shop online at:
www.botanicalpaperworks.com.
(LO 9.4; AACSB Tag: Written and oral communication)
IMPROVE YOUR GRAMMAR, MECHANICS, AND USAGE
Level 1: Self-Assessment—Commas
9-45. Please send us four cases of filters, two cases of wing nuts, and a bale of rags. (AACSB
Tag: Written and oral communication)
9-46. Your analysis, however, does not account for returns. (AACSB Tag: Written and oral
communication)
9-51. We want the new copier, not the old model. (AACSB Tag: Written and oral
communication)
9-52. “Talk to me,” Sandra said, “before you change a thing.” (AACSB Tag: Written and oral
communication)
9-53. Because of a previous engagement, Dr. Stoeve will not be able to attend. (AACSB Tag:
Written and oral communication)
9-54. The company started attracting attention during the long, hard recession of the mid-1970s.
(AACSB Tag: Written and oral communication)
9: Writing Persuasive Messages
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9-59. She may hire two new representatives, or she may postpone filling those territories until
spring. (AACSB Tag: Written and oral communication)
Level 2: Workplace Applications
9-60. A pitfall of internal promotions is that a person may be given a job beyond his or her
competence. (AACSB Tag: Written and oral communication)
9-61. What makes this development possible are the technological advances in today’s
9-62. We have up-to-date physical safeguards, such as secure areas in buildings; electronic
9-63. When asked why BASF needs to bring in a consultant after so many years, Merritt Sink,
9-64. Looking at just one growth indicator, you can see that imports to the United States from
communication)
9-65. Levi Strauss was the first major manufacturer to develop and publicize a formal code of
9-66. In other countries, while the local labor laws may be comparable to or even more stringent
9-67. Motor Co., South Korea’s largest automotive producer, is building a $1 billion assembly
communication)
9-68. The long-term success of some Internet products rests heavily on broadband’s wide
9-69. Creativity, flexibility, and dynamic planning are the critical elements of any successful
9-71. Internationally renowned interior designer Jacques Garcia will be designing the hotel’s
9: Writing Persuasive Messages
9-29
9-72. People who think they know what a CEO does are probably wrong, according to Eric
(AACSB Tag: Written and oral communication)
9-73. Dr. Ichak Adizes, who founded the Adizes Institute, headquartered in Santa Barbara,
oral communication)
9-74. The best job description in the world won’t provide you with a trusted executive; only
Level 3: Document Critique
To: <Promotional Customer List2>
From: Sasha Morgenstern <smorgenstern@insure.com>
Subject: Insurance Service
Dear Potential Buyers:
Term Life
Automobile
Medical
Dental
“No Exam” Whole Life
$500 Guarantee
“Insure.com provides rock-bottom quotes.” –Forbes
All quotes are free and accurate. We offer lightning-fast service.
We provide expert advice with no sales pitch. To save you time and money, you will not be
dealing with insurance agents. However, if you want advice, our salaried insurance experts are
9: Writing Persuasive Messages
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Very truly yours,
Sasha Morgenstern
(AACSB Tag: Written and oral communication
