978-0133896787 Chapter 9 Part 3

9: Writing Persuasive Messages

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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.”

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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

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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.

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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

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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.

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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)

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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

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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

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Very truly yours,

Sasha Morgenstern

(AACSB Tag: Written and oral communication