Solutions – Chapter 8 ⚫ 17
8.15 Persuasive Organizational Message Flowing Upward:
Hey, Boss, I Have an Idea
Solutions will vary.
8.16 Persuasive Organizational Message Flowing Downward:
Saving Cash on Shipping
Date: Current
To: All Employees
From: [Your Name], Manager
Subject: Reducing Overnight Delivery Costs
Overnight delivery services are wonderful, but they are costing us a bundle! To avoid strict
future restrictions imposed by the CEO, I’m asking you to voluntarily reduce your use of these
delivery services by 50 percent in the next two months.
Rather than face a ban on all overnight services, let’s work together to reduce our costs. Here are
some suggestions:
Solutions – Chapter 8 ⚫ 18
8.17 Persuasive Organizational Message Flowing Downward:
Become an Urban Farming Volunteer
To: Staff <staff_list@paychex.com>
From: Your Name <your name@paychex.com>
Subject: Urban Farming Volunteer Opportunity
Cc: wp@paychex.com; cms@paychex.com; mc@paychex.com;
library@paychex.com
Bcc:
Would you like to increase your commitment to your community while enjoying the great
outdoors and learning a thing or two about healthy eating? Urban Farming is an opportunity for
employees to educate and help feed needy families by starting community gardens. After initial
training, volunteers join the battle against urban blight by converting vacant lots to green oases.
The process includes teaching members of the community how to manage the new gardens and
encouraging them to make healthier food choices.
Solutions – Chapter 8 ⚫ 19
8.18 Identifying the AIDA Strategy in Sales Messages
Students are to select a sales letter or e-mail and analyze it by answering the following questions.
Answers will vary.
a. What techniques capture the reader’s attention?
b. Is the opening effective? Explain.
8.19 Sales Letter: Pitaya—The Next “Superfruit”?
Current date
JJ’s Power Gym
800 Union Street
Brooklyn, NY 11215
Dear Jay:
As a fitness and health food expert, you love juicing. You are familiar with the wonderful taste
and health benefits of pomegranate and açaí berry juices. Perhaps you are already offering these
deliciously wholesome nectars to your customers.
How about superpremium juice from the pitaya fruit?
Biologically related to the Vietnamese dragonfruit, the pitaya is a superfruit packed with
It’s delicious and it’s so good for you!
Yet this refreshing exotic fruit is largely unknown in North America. This is about to change!
Solutions – Chapter 8 ⚫ 20
8.19 Sales Letter (Cont.)
You can be among the first juice and smoothie bars to offer this superfruit to your customers.
Demonstrate your expertise and educate your clients about the wonderful benefits of pitaya.
We believe that you have to give your customers what they want, but also what they should be
trying. You don’t have to take our word for it. David Wolfe, author of Superfoods, has this to say
about the pitaya: “It’s one of my favorite fruits of all time. It’s superhigh in vitamin C and
superhydrating.”
Solutions – Chapter 8 ⚫ 21
8.20 E-Mail Marketing Message or Direct-Mail Sales Letter:
Promoting Products and Services
8.21 Micromessages: Analyzing Twitter Feeds for AIDA Components
Solutions will vary, as do the examples in Figure 8.9. Here are a few more model tweets with
comments:
From a cancer charity: Make a #NewYearsResolution to reduce weight! Extra fat creates
hormones that could lead to unhealthy cell growth http://www.goo.gl/OmRK4
8.22 Writing Persuasive Tweets and Posts
Solutions will vary.
8.23 Examining Puffery in Advertising
The Federal Trade Commission (FTC) helps readers distinguish between puffery and deceptive
claims with this example: (a) The best-tasting juice in America! and (b) 75 percent of people
prefer our juice! Clearly, (b) would require proof, whereas (a) is puffery.