CHAPTER 8
SOLUTIONS
Persuasive Messages
Critical Thinking Discussion Guide
11. Many consumers rely on product reviews posted online, presumably by ordinary
citizens describing their authentic experiences. Unfortunately, though, Amazon and
Yelp, the most prominent of the many Internet review sites, have been called out for
fake and paid-for reviews. Amazon has threatened to sue people posting fake public
reviews. Why is it important that online reviews or testimonials be trustworthy? (L.O.
1, 5)
Marketers have long known that the most powerful persuader are peer pressure and, in the
case of online reviews, peer influence. This is the dimension of persuasion that
psychologist Robert Cialdini calls social proof, the psychological trigger that drives us to
12. The word persuasion turns some people off. What negative connotations can it have?
(L.O. 1, 5)
Many subconsciously equate persuasion with coercion or force. In fact, both persuasion
13. What are some of the underlying motivations that prompt individuals to agree to
requests that do not directly benefit themselves or their organizations? (L.O. 3)
Many people and organizations agree to requests to donate money, time, equipment, and
14. How are direct-mail and e-mail sales messages similar, and how are they different?
(L.O. 5)
Direct-mail and e-mail sales messages are similar in that both use persuasion to attempt to
15. Los Angeles–based clothing company Barabas used the name and likeness of brutal
Mexican drug kingpin Joaquin “El Chapo” Guzmán on its website, flanked by photos
of attractive male models wearing the same distinctive cotton shirts of the Fantasy
and Crazy Paisley lines. The all-caps announcement read: “EL CHAPO GUZMAN
WEARING BARABAS SHIRT!” Barabas’ excitement about its infamous customer met
with criticism, but the company couldn’t keep the $128 shirts on the shelves. At one
point Internet traffic crashed the Barabas website. Public outrage ultimately
prompted the clothier to remove overt references to El Chapo and his photos. Is it
ethical to resort to such extreme means to drive sales? (L.O. 1, 5)
Most people would probably agree that using an alleged mass murderer’s notoriety to
Radical Rewrites
8.1 Radical Rewrite: Customer Lodges Passionate but Ineffectual Complaint (L.O. 1–3)
Weaknesses
• Fails to open with a compliment, point of agreement, statement of the problem, or brief
review of action taken to resolve the problem.
8.1 Radical Rewrite: Customer Lodges Passionate but Ineffectual Complaint
Revision
Current date
Mr. Lance Lazarovich
Duplicating Systems
5409 Fondren Road
Houston, TX 77807
Dear Mr. Lazarovich:
The four Color Laser Jet Pro TFP500 photocopiers that we purchased three months ago are
inadequate for our volume of copying.
When I discussed this possibility with your district manager, Christopher Lopez, he said that we
would be charged 50 percent depreciation if we traded in the four TFP500 copiers. That
8.2 Radical Rewrite: Poor Persuasive Message Flowing Upward—A Plea for Better
Meetings (L.O. 1, 2, 4)
Weaknesses
a. Fails to develop a logical, persuasive argument.
8.2 Radical Rewrite: Poor Persuasive Message Flowing Upward—A Plea for Better
Meetings
Revision
To: Kellie King <kking@xfactorsolutions.com>
From: Jason Williams <jwilliams@xfactorsolutions.com>
Subject: Improving Morale and Productivity With Better Meetings
Ms. King,
This past week I attended five in-house meetings and participated in three conference call
meetings. Some were well run and necessary; others were poorly run and wasted my time.
Some meetings were actually socializing classified as work, and others merely rehashed
I propose that our division develop a policy that outlines effective meeting procedures. Here are
a few suggestions:
• Meetings should be called only if decisions need to be made, and only key people should be
invited.
• Each meeting should have a purpose and an agenda.
• Leaders should start on time and state the objective to be accomplished.
8.3 Radical Rewrite: Favor Request—Facebook Flub? (L.O. 1, 2, 5)
Weaknesses
a. May have chosen the wrong channel to communicate with a professor to request a favor.
8.3 Radical Rewrite: Favor Request—Facebook Flub?
Revision
Possible Facebook Message
To: Tom Janowski
Subject: Requesting Letter of Recommendation for MBA Application
Possible E-Mail Version
To: tjanowski@libertybell-college.edu
From: snowicki@student.libertybell-college.edu
Subject: Letter of Recommendation
Dear Professor Janowski:
Your Business Writing 201 course in fall 2017 has really improved my communication skills,
although I got a B, not an A. It was a tough class, but I use what I learned from you in my job
and in school every day. Imagine, I will finally graduate next May.
Activities and Cases
8.4 Persuasive Request: Inviting an Alumna to Speak
To: Marion Minter <mminter@temphelp4you.com>
From: [Your name] <Your e-mail address>
Subject: Sharing Your Success Story With Business Students
Dear Ms. Minter:
As a former [name of school’s team], please accept my invitation to be the keynote speaker at
the Business and Accounting Association’s annual kick-off meeting.
Because of our club’s focus on business and your success as an entrepreneur, you would be
8.5 Persuasive Request: How to Ask for a Letter of Recommendation
To: [Professor’s name] <professor’s e-mail address>
From: [Your name] <your e-mail address>
Subject: Letter of Recommendation Request
Dear Professor [last name]:
Your credentials have always been intriguing to me. In particular, your position as the head of
the campus Diversity Matters club demonstrates your commitment to supporting minorities.
In the fall semester of 2017, I took your Business Writing course 201 and received a B+. In
addition, you selected my sales letter for the Smart Fortwo as the best in the class and entered
8.6 Persuasive Request: Asking the Boss to Pick up the Tab for Tuition
Date: Current
To: [Boss‘s name]
From: [Your name]
Subject: Improving Employee Productivity, Morale, and Recruiting
We employees here at Bellingham State Bank believe that the two most important elements that
contribute to workplace productivity are skills and high morale.
Both of these elements can be boosted through an employer-sponsored tuition reimbursement
program. Here’s how most programs work. Employees attend evening or online college classes.
If they finish approved courses with a grade of C or better, they are reimbursed for the costs of
9
8.7 Persuasive Request: Providing Suitable Suits to Interviewees (L.O. 1, 2, 4)
Current date
Dean Anil Patel
College of Business Administration
North Eastern College
800 Benini Drive
Anytown, CT 06011
Dear Dean Patel:
8.8 Persuasive Claim: Overpriced Hotel Breakfast in Las Vegas (L.O. 3)
Current date
Customer Service
Aria Resort & Casino
3730 Las Vegas Boulevard
Las Vegas, NV 89158
Dear Customer Service Representative:
8.9 Persuasive Claim: Wretched Print Job
Current date
Mr. Mitch Spiro
Primera Printers
240 State Street
Rochester, NY 14608
Dear Mr. Spiro:
On October 15 I took a complex print job to Primera Printers here in Rochester. Although I
explained carefully what was to be done, the resulting print job was unsatisfactory. Some of the
pages were on the wrong paper, the photos and graphics turned out poorly, and many of the
sheets were poorly or improperly cut.
8.10 Persuasive Organizational Message Flowing Upward: Four-Day Weekend Now!
To: Skin Essentials Management Council
From: [Students’ names] <students’ e-mail addresses>
Subject: Saving Energy, Reducing Costs, and Pleasing Employees
Skin Essentials has always been an employee-centric company with an emphasis on
environmental stewardship, and we would like to suggest a program that meets those goals and
reaps other impressive benefits.
that we can prepare our presentation.
[Students’ names]
8.11 Persuasive Organizational Message Flowing Upward: Consider This Idea
Solutions will vary.
8.12 Persuasive Organizational Message Flowing Downward: Avoiding Costly Shipping
Charges
Date: Current
To: All Shipping 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:
8.13 Persuasive Organizational Message Flowing Downward: Volunteering for Urban
Farming
To: Staff <staff_list@wholefoods.com>
From: [Your name] <your_name@wholefoods.com>
Subject: Urban Farming Volunteer Opportunity
Would you like to participate in a unique experiment and increase your commitment to your
community while enjoying the great outdoors and learning a thing or two about healthy eating?
Urban farming with Gotham Greens on our very own rooftop is an opportunity for employees to
help grow organic produce for our store as well as educate and help feed needy families. After
initial training, volunteers will tend to our rooftop greenhouse and inform visitors about our
8.14 Identifying the AIDA Strategy in Sales Messages (L.O. 5)
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.
c. What is the central selling point?
d. Does the message use rational, emotional, or a combination of appeals? Explain.
e. What reader benefits are suggested?
f. How does the message build interest in the product or service?
g. How is price handled?
h. How does the message anticipate reader resistance and offer counterarguments?
i. What action is the reader to take? How is the action made easy?
j. What motivators spur the reader to act quickly?
8.15 Sales Message: Subscribing to Organic Greens (L.O. 5)
Fair & Fresh Farming
Wholesome local food for you Say no to imported produce!
Order a veggie and fruit box online for as little as $30!
“You, as a food buyer, have the distinct privilege of proactively participating in shaping the world
your children will inherit.”
—Joel Salatin, Holy Cows and Hog Heaven: The Food Buyer’s Guide to Farm Friendly Food
Current date
Mr. Anthony Jordan
305 Pleasant Street
Miles City, MT 59301
Dear Mr. Jordan:
Have you had it with tasteless supermarket greens? Are you concerned about chemicals you
might be feeding your family? Or perhaps you are troubled about the carbon imprint of food that
was harvested too soon and circled the globe before arriving on your table.
Be good and do good: Now you can be good to yourself and do good for the environment. You
can also contribute to the survival of local family farms by buying sustainable food. How, you
ask?
Become a member of Fair & Fresh Farming and start ordering a box of seasonal fruit and
vegetables from small local farms that is delivered to your table—but without the premium cost
• Discover great-tasting fruit and vegetables, but don’t take our word for it. Dare to compare
our fair and fresh food to conventional supermarket produce.
Why wait? Visit www.fair-fresh-farming.com and order a box of fresh seasonal produce today!
Marketer-in-Chief
P.S. Register as a member by July 15 and receive 20 percent off your first order!
513 E Valentine Road Glendive, MT 59330 info@fair-fresh-farming.com 1-406–737–4282
8.16 Sales Message: Promoting Products and Services (L.O. 5)
Solutions will vary.
8.17 Analyzing Tweets: Persuasive Micromessages (L.O. 1, 5)
Students will find that calls for action and attention-getters are the types of persuasive tweets
used most often, followed by testimonials and appeals that create urgency. As for effectiveness,
it is worth noting that in the social media, individuals seek out the products, brands, and niches
8.18 Writing Persuasive Tweets and Posts (L.O. 1, 5)
Solutions will vary.
8.19 Taking Aim at Puffery in Advertising (L.O. 1, 5)
Communication Workshop: Intercultural Skills
What’s Legal and What’s Not in Sales Messages and Online Reviews
Answers will vary. It’s important not to rely on students bringing samples and examples to class