《内容神州大地》PPT课件.ppt

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1、Ch. 7-1,Chapter 7,Persuasive Messages,Ch. 7-2,Opening Obtain the readers attention and interest. Body Explain logically and concisely the purpose of your request. Reduce resistance with counterarguments; establish credibility.,Writing Plan for a Persuasive Request,Ch. 7-3,Writing Plan for a Persuasi

2、ve Request,Closing Ask for a particular action. Make it easy to respond. Show courtesy and respect.,Ch. 7-4,Persuasive Request Four-Paragraph Letter,Paragraph 1. Obtain the readers attention. Paragraph 2. Give background situation at your place of work. Paragraph 3. Give information on how other com

3、panies handle the situation. Paragraph 4. Close with an action end-date.,Ch. 7-5,Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem. Provide identifying data. Explain why the receiver is responsible.,Tips for Complai

4、nts,Ch. 7-6,Enclose document copies supporting your claim. Appeal to the receivers fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment.,Tips for Complaints,Ch. 7-7,Tips for Complaints,Avoid sounding angry, emotional, or i

5、rrational. Close by telling exactly what you want done.,Ch. 7-8,Mr. John M. Watson Retail Credit Department Union National Bank P. O. Box 2051 Little Rock, AR 72203 Dear Mr. Watson: You have charged my wifes Visa account with erroneous over-the-limit charges that are quite unfair, and I am very upse

6、t about it.,Ineffective Persuasive Request Letter,Ch. 7-9,How can we be charged with over-the-limit charges when nearly every one of the charges was approved? We dont keep a running record of our Visa account and all our credit purchases on it, so we did not know that we were close to the limit. Bet

7、ween August 7 and September 27 we made 12 purchases. We were charged a $10 fee for each of these 12 transactions because we exceeded our credit limit. However, 10 of these transactions were phoned in for approval, and ALL WERE APPROVED! Why were they approved if we were over our credit limit? Obviou

8、sly, we would not have continued to make purchases if we had known we were over our limit.,Ineffective Persuasive Request Letter,Ch. 7-10,It seems to me that your approval system is at fault here. And why arent new cardholders informed of your rules? The charges we made exceeding the limit were clea

9、rly unintentional. Furthermore, our actions were made on the basis of misinformation and errors on the part of your credit processors. Angrily yours,Ineffective Persuasive Request Letter,Ch. 7-11,Discussion: 1. Does the opening obtain the readers attention in a positive manner? 2. Why does the write

10、r think that the $120 penalty is unreasonable? Does the writer offer convincing reasons? Are they logically presented? 3. Does the writer try to blame the bank for the penalty?,Ineffective Persuasive Request Letter,Ch. 7-12,Discussion: 4. What action does the writer seek? 5. Is that action clearly s

11、tated? 6. Does the letter show courtesy and respect? 7. How would you feel if you were the receiver?,Ineffective Persuasive Request Letter,Ch. 7-13,Dear Mr. Watson: SUBJECT: “Over-the-Limit” Credit Card Charges Because of the wide acceptance of the Visa credit card and because of your banks attracti

12、ve interest rate, my wife and I were eager to become cardholders two years ago. Recently, however, we experienced a charge to our account that we would like to discuss with you. Between the period of August 7 and September 27, we made 12,Improved Persuasive Request Letter,Ch. 7-14,small purchases. T

13、en of these purchases were given telephone approval. When we received our last statement, a copy of which is enclosed, we were surprised to see that we were charged $10 each for these purchases because our account was over our limit. The total charge was $120. Of course, we should have been more awa

14、re of our limit and the number of charges that we were making against our account. We assumed, however, that if our purchases received telephone approval from your credit processors, we were still within our credit limit.,Improved Persuasive Request Letter,Ch. 7-15,Improved Persuasive Request Letter

15、,Please examine our account, Mr. Watson, and reconsider this penalty. Since we have never exceeded our credit limit in the past and since we had received telephone approval for most of the charges in question, we feel that the $120 charge should be removed. Sincerely,Ch. 7-16,1. About 15 months ago

16、your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since. 2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department.,Which of th

17、e following openings are effective?,Good and Bad Openings for Persuasive Requests,Ch. 7-17,3. When we purchased our Model RX copier 15 months ago, we had high expectations for its performance. 4. We need a speaker for our graduation ceremony, and your name was suggested. 5. Would you be able to spea

18、k at our graduation ceremony on June 7?,Which of the following openings are effective?,Good and Bad Openings for Persuasive Requests,Ch. 7-18,Good and Bad Openings for Persuasive Requests,6. We realize that you are an extremely busy individual and that you must be booked up months in advance, but wo

19、uld it be possible for you to speak at our graduation ceremony on June 7? 7. You were voted by our students as the speaker they would most like to hear at graduation on June 7.,Which of the following openings are effective?,Ch. 7-19,Honorable David H. Davis California House of Representatives Sacram

20、ento, CA 95030 Dear Mr. Davis: Would you be interested in speaking to the students at Foothill College? If you would be in town on April 16, our Associated Student Organization is having a Career Awareness Day. Many of our,Ineffective Favor Request,Ch. 7-20,15,000 students (and most are registered v

21、oters in your district) will be attending this function where three major speakers have been invited. We hope to find good speakers from industry, education, and politics. Our ASO voted you the politician they would most like to hear. We could offer you 30 minutes to impart information about politic

22、s as a career, its rewards, and its punishments. Our Career Awareness Day will contain information booths; students can talk about careers and learn about them at these,Ineffective Favor Request,Ch. 7-21,booths. Then the three speakers will follow these booths at 12 noon in the Campus Center. Let me

23、 know by March 15 if youd like to be one of our speakers. Wed enjoy having you and it could be good for you, too. If you let me know early enough, we can get some publicity out. Sincerely,Ineffective Favor Request,Ch. 7-22,1. Starts out directly with a question that could be answered negatively 2. P

24、rovides an easy excuse for refusal (in second sentence) 3. Fails to emphasize reader benefits (opportunity to influence 15,000 potential voters),Discuss the faults in the previous letter.,Ineffective Favor Request,Ch. 7-23,4. Lacks unity in sentences and paragraphs 5. Focuses on writers viewpoint ra

25、ther than on readers 6. Uses imprecise words and inappropriate syntax 7. Closes without making it easy for reader to grant favor,Discuss the faults in the previous letter.,Ineffective Favor Request,Ch. 7-24,Honorable David H. Davis California House of Representatives Sacramento, CA 95030 Dear Mr. Da

26、vis: 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 Organizations Career Awareness Day. On this day we plan to have three major,Improved F

27、avor Request,Ch. 7-25,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 addresses given in the Campus Center at 12 noon. As one of the three feature

28、d 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

29、320-5832 to confirm,Improved Favor Request,Ch. 7-26,Improved Favor Request,this speaking engagement. We will need your approval by March 15 so that appropriate publicity may be prepared. Cordially,Ch. 7-27,Opening Capture the attention of the reader. Body Paragraph 2 Emphasize a central selling poin

30、t and the benefits of the product or idea. Appeal to the needs of the reader. Create a desire for the product. Body Paragraph 3 Give proof. State the number of individuals who have used the project. Suggest research shows that the product is helpful. ETC.,Writing Plan for a Sales Letter,Ch. 7-28,Wri

31、ting Plan for a Sales Letter,Closing Stimulate the reader to act. Indicate a special offer and date for the action.,Ch. 7-29,Sales Four-Paragraph Letter-SUMMARY,Paragraph 1. Get attention so reader will continue reading the letter. Paragraph 2. Give benefits of the product. Paragraph 3. Give proof.

32、For example, indicate how many sales have been made or what research shows about the product. Paragraph 4. Close and get action. Use an end date. Offer an incentive to purchase early.,Ch. 7-30,1. Offer Follow my entry instructions, and you could be the sole winner of ONE MILLION DOLLARS! 2. Product

33、Feature Six Omaha steak filets from fine, corn-fed beef can be yours for only $62.95.,Attention-Getters for Sales Letters,Ch. 7-31,3. Question Do you yearn for an honest, fulfilling relationship? 4. Startling Statement Drunk drivers injure or cripple more than 500,000 victims every year!,Attention-G

34、etters for Sales Letters,Ch. 7-32,Attention-Getters for Sales Letters,5. Story Tommy G. doesnt live in a neighborhood like yours. He has grown up in a neighborhood with dirty alleyways and drug dealers. If only he could go to camp, hed see how beautiful life can be.,Ch. 7-33,Dear Camera Owner: Hi! I

35、m Jim Johnson and Im asking you to continue to use Kent Color Labs for the processing of your film. Weve been in business for a long time and our customers tell us they are quite satisfied with our service and the quality of our processing. We feel that you cant get better prices anywhere. We are al

36、so very proud of our guarantee. No matter what we receive from you, you,Ineffective Sales Letter,Ch. 7-34,Ineffective Sales Letter,dont risk a cent. We offer a whole range of other services-reprints, posters, slides, disks, and much more. Furthermore, we are very careful with your film; we treat it

37、as we treat our own. Are you tired of asking yourself, Where should I get my film developed? Well, Kent Color labs is the place to go. We rely on the U.S. mail for our business, and this letter is our way of asking for your business. Send us your next roll of film to be developed as soon as you fini

38、sh it. Sincerely,Ch. 7-35,1. Does the opening grab your attention? 2. Is a central selling point developed? 3. Is the letter written from the readers perspective? 4. Should this letter develop rational or emotional appeals?,Discussion for Ineffective Sales Letter to Camera Owner,Ch. 7-36,Discussion

39、for Ineffective Sales Letter to Camera Owner,5. Does the letter use concrete examples? 6. Does it build confidence in the product or service? 7. Does it stimulate action in the closing? 8. Does this letter show PROOF?,Ch. 7-37,Dear Camera Owner: Amy Evans, of Houston, Texas, recently wrote to us say

40、ing, I just wanted to let you know that the pictures you developed for me earlier were the best pictures I have ever received. And I cant believe I received them so quickly! If you are looking for quality film developing, speedy turnaround, and, most importantly, reliabilityconsider Kent Color Labs.

41、 Heres why our customers keep returning: You get low film processing prices and excellent quality.,Improved Sales Letter,Ch. 7-38,You get a whole range of servicesreprints, enlargements, giant photo posters, wallet photos, slides, movies, discs, and more. You get film mailing envelopes manufactured

42、from special long-fibered paper making them stronger than normal envelopes. You get convenienceno more standing in line at the drugstore or camera store. And its fun to receive mail! Were best known, however, for our reliability. Weve been in business for more than 47 years. The minute we receive yo

43、ur order, its processed! You can count on that every time.,Improved Sales Letter,Ch. 7-39,Because were so certain that you will be pleased, we guarantee every roll of film. If youre not satisfied, simply return the whole package. We will cheerfully refund your money and send you free film and a coup

44、on to get that film processed without charge. This is the best guarantee in the business. We want your business. Right now, finish that film in your camera. Grab a pen, fill out the enclosed mailer, and drop it in the mail. Sincerely,Improved Sales Letter,Ch. 7-40,Improved Sales Letter,P.S. If you r

45、espond within one week, well process your order at an additional savings of 20 percent.,Ch. 7-41,Sales Letter,Dear Mrs. Garcia Enclosed please find the materials you requested for information on our electric scooters. For additional information, please visit our Web site at . Our electric scooters f

46、eature the following accessories: red horns, adjustable seats, and 1.2 liter engines. In addition, the scooter come with a 5-year warranty to cover all engine parts! Scooter has been a global supplier of electric scooters since 1965 has offices in New York, Chicago, Shanghai, and London. We have ser

47、ved over 1000 customers. If you have any questions, please e-mail us at or fax us at 888.555.8888. If you respond by July 1, 200-, you will receive a free horn. Sincerely (Remember to include the inside and return address along with the current date. Remember one idea per paragraph for ALL letters.

48、Use full block; do not indent paragraphs.),Ch. 7-42,Unsolicited Sales Letter,Dear Mr. Tom General Electric is a primary user of our plastic products, and we invite you to become one of our customers! Our products include plastic materials, plastic assemblies and holding systems, and plastic connecto

49、rs. For additional information, please visit our Web site at . PreisnerPlastics has been a global supplier of plastic products since 1965 has offices in New York, Chicago, Shanghai, and London. We have served over 1000 customers. If you have any questions or wish us to send you “The Profile of Preis

50、nerPlastics” brochure, please e-mail us at or fax us at 888.555.1111. Sincerely Remember to include the inside and return address along with the current date. Remember one idea per paragraph for ALL letters. Use full block; do not indent paragraphs.),Ch. 7-43,Online Sales Letters,Dear Mr. Padilla La

51、st week we received your name from an Internet list stating that you are interested in magnets and magnetic assemblies. LAMags is the company to fill your needs. As an experienced manufacturer and supplier of magnets, magnetic assemblies, and magnet health products, we invite you visit our Web site

52、at http:/www.LAM for information on our lines of magnets. LAMags is a global supplier for magnetic products with offices in Los Angles, Bejing, and London. We have been in business since 1983 and have over 5000 satisfied customers. If you wish, please let us know if you would like us to send you “Th

53、e Profile of LAMags” brochure. We look forward to doing business with you in the future. Sincerely P.S.: We hope you enjoyed receiving this message. However, if you would rather not receive any future notices of this sort on e-mail, please let us know.,Ch. 7-44,Tips for Writing Online Sales Messages

54、,Send only targeted, never “blanket” mailings. Strive to create relationship with receivers; offer something special just for them. Keep the message short and conversational. Focus on the “you” view. Develop only one or two central selling points. Make it easy to respond. Convey a tone of sincerity.

55、 Provide a means for being removed from mailing list.,Ch. 7-45,1. 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 readers attention?,Checklist for Analyzing aSales Letter,Ch. 7-46,5. Is

56、 a central selling point emphasized? 6. Does the letter emphasize reader benefits? 7. What are some examples of concrete language?,Checklist for Analyzing aSales Letter,Ch. 7-47,8. How is confidence in the product or service developed? 9. How is price introduced? 10. What action is to be taken and h

57、ow is the reader motivated to take that action?,Checklist for Analyzing aSales Letter,Ch. 7-48,Persuasive Request Letter,Companies are constantly developing new programs to give themselves a competitive advantage. Programs such as internships are being implemented by more and more companies each yea

58、r. Internships can provide substantial benefits not only to the intern, but to the company as well. Therefore, I am electing that we implement an internship program at Robinsons May. Internships offer many professional advantages, these advantages consist of: free labor, free employee benefits, help

59、 with seasonal workload demands, and future employee recruitment. Through internships, the company can gain a reputation among college students and acquire good public relations. If interns are recruited to the company after graduation, the company can spend less money on the recruitment and trainin

60、g process. The advantages that interns receive are beneficial to them as well. Interns have the ability to work in a professional atmosphere, gain work experience in their professional field, receive college credit, become prospective employees, and resume notation. Research shows that interns make

61、dedicated employees that are willing to perform because they want the potential employment opportunity. As researched in The Galt Global Review, interns also give valuable input because they have fresh ideas that they are willing to share. Individuals that are willing to be interns are more likely t

62、o research the company extensively, thus being candidates that are truly interested in the position. Research conducted by the National Association of Colleges and Employers shows that 82.5% of companies offer internship programs, giving them the competitive advantage. Due to the benefits and resear

63、ch findings, it is extremely important to discuss the matter of implementing an internship program at Robinsons May. If you have any questions or would like to schedule a meeting in order to discuss the feasibility of this program, please feel free to contact me at extension 2521.,Ch. 7-49,Collectio

64、n Stages,A collection message is used for business firms to collect overdue account. The two purposes of collection messages are 1) to collect the money due and 2) to retain goodwill with the customer. Collection messages are written in three stages: 1) reminder; 2) appeal; and 3) warning. Each stag

65、es is progressively more persuasive, and each stage has several steps.,Ch. 7-50,Collection Letter/Persuasive RequestStep 2: Appeal,Dear Mr. Smith Our Account Department records indicate that your account with us is now more than three months past due. We are very concerned that we have not yet heard

66、 from you, even though we have already sent you a reminder about this matter. You has been one of our best clients, and we value your business very much. If some special circumstances are preventing you from making payment, please call us at 888.555.0908 e-mail us abcorgmsnet so that we can discuss the situation with you. We are requesting that you send your payment of $407 in the enclosed envelope to us immediately. In this way you can preserve your excellent credit record with us. Si