Business communication Chapter 08 resource slides

Lecture and Resource slides
Business Communication, 16e, Lehman & DuFrene
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Delivering Persuasive Messages
Chapter 8

Chapter 8, Business Communication, 16e, Lehman & DuFrene ©
2011 Cengage Learning
Your Turn
1. What will the product do for the
receiver?
2. What are its superior features
(receiver benefit)?
3. How is it different from the
competition?
4. What is the cost to the receiver?
Which question is most important to answer
before composing your persuasive message?

Why is it important to use and believe
in a product or service to sell it?
1. If more people use a product/ service,
the better it will sell.
2. When you use a product/service, you
know more about it.
3. How can you sell a product/ service if
you don’t use it personally?
Your Turn

Before Composing a Persuasive
Message, Know . . .

How To Know Your Product
• Read all the available ________
• Use the product or ______ others use it
• ________ the product, service, or idea
with others
• Conduct tests or __________
• Talk to people who really ____ the
product
literature
watch
Compare
experiments
use

Knowing Your Receiver
• Identify basic demographics
– Age, gender, educational background, income
level, race…
• Know receiver’s wants and needs
• Consider how you can meet receiver
needs based on Maslow’s hierarchy

Inductive Outline Used
for Persuasive Messages

Elements of Ethical Persuasion
• Clear definition of offered product or
service
• Scientific evidence for product claims
• Context for comparative statements
• Audience sensitivity for ideas that are
objectionable or offensive

Types of Persuasive Messages

What is the difference between
motivation and manipulation?
1. Motivation concerns needing; manipulation
concerns wanting
2. Motivation gives someone a reason to buy;
manipulation convinces someone to buy
something he/she really does not
3. The two ideas are different
Your Turn

Apply Sound Writing Principles
• Keep paragraphs _____
• Use ________ nouns, _____ verbs, and
_______ language
• Put the receiver in the ________
• Stress a central ______ _____
short
concrete active
specific
spotlight
selling point

Where in the message should a sender
mention the central selling point?
1. In the first sentence
2. In the “Interest” section
3. Throughout the message, tying the
attention-getter to the call for action
4. The central selling point should not
be part of a persuasive message.
Your Turn

Gaining Attention in Sales Messages

How can unsolicited sales messages
be more than “junk mail?”
1. When a sender uses the AIDA format
2. When the audience is targeted specifically
for interest in the product
3. When the message is written for a specific
individual instead of a large group
Your Turn

Introducing the Product,
Service, or Idea
• Be cohesive
– Make attention-getter lead naturally to introduction
• Be action-oriented
– Place the product in receivers’ hands and allow them
to use it
• Stress a central selling point
– Link attention-getter to discussion of distinctive
feature

Perfecting the Opening
Statement
You haven’t lived until you’ve owned a Sony Blu-ray disc player!You haven’t lived until you’ve owned a Sony Blu-ray disc player!
Are you serious about your home entertainment experience? Do
you want to experience the full potential of your high definition
television? Then, you’re ready for the power of a Sony Blu-ray
disc player that will change the way you watch movies.
Are you serious about your home entertainment experience? Do
you want to experience the full potential of your high definition
television? Then, you’re ready for the power of a Sony Blu-ray
disc player that will change the way you watch movies.
For a dollar a day for a year, you could own a Sony Blu-ray disc
player.
For a dollar a day for a year, you could own a Sony Blu-ray disc
player.
Version 1
Version 2
Version 3

Presenting and Interpreting
Factual Evidence
• Do not just say it, show it
– Present data to back up the central selling point
• Compare a new product with something
familiar
• Be objective, avoiding exaggerations
and subjective claims

Ways to Convince Customers

Subordinating the Price
• Create a _____ for the product first
• Use ______ to show how the price saves
money
• State the price in _____ ____
• Invite ___________with like products
• Mention price in a ___________clause
combined with the central selling point
desire
figures
small units
comparisons
subordinate

Motivating Action
• Make the action clear and simple to
complete
• Restate the reward for action; relate to
central selling point
• Provide incentive for quick action
• Ask confidently for action

Perfecting the Call to Action
It’s a pleasure to share this cutting-edge business venture with you. If
you have additional questions, please let me know.
It’s a pleasure to share this cutting-edge business venture with you. If
you have additional questions, please let me know.
This could be your only chance to get into e-business services. Call
me in the next 24 hours, or I’ll have to move on in offering this
opportunity to a competing hotel.
This could be your only chance to get into e-business services. Call
me in the next 24 hours, or I’ll have to move on in offering this
opportunity to a competing hotel.
Mark Thompson, our development specialist, will call you next week
to schedule a personal consultation. He will share the details of
setting up an e-business center in your hotel chains and answer
questions about your becoming one of the first in your area to
provide e-business services for business travelers.
Mark Thompson, our development specialist, will call you next week
to schedule a personal consultation. He will share the details of
setting up an e-business center in your hotel chains and answer
questions about your becoming one of the first in your area to
provide e-business services for business travelers.
Version 1
Version 2
Version 3

Advertising Blunders
Source: http://www.kubik.org/lighter/adblunders.htm http://innocentenglish.com/funny-slogan-translations.html

Buy a $399 JamPhone from comPear, and we will let you surf
the Web, manage your contacts and calendar, access your
email, and play your favorite music, all on one device and all
for just $20 more a month.
Our new JamPhone features are great!!!! And we are adding
new features all the time. The software for the JamPhone can
be navigated easily, and our PearMusic Store is chock full of
music and apps we like. The quality is good and the music is
better. We give you access to a wide variety of artists, and we
also give you free 30-second previews of each song and a
description of even the most expensive apps.
Our phone uses the new HSDPA network, and you will love
what it does for you! Our apps are great because we let
anyone design for us and then we approve only the best. We
make the deals.
Buy a $399 JamPhone from comPear, and we will let you surf
the Web, manage your contacts and calendar, access your
email, and play your favorite music, all on one device and all
for just $20 more a month.
Our new JamPhone features are great!!!! And we are adding
new features all the time. The software for the JamPhone can
be navigated easily, and our PearMusic Store is chock full of
music and apps we like. The quality is good and the music is
better. We give you access to a wide variety of artists, and we
also give you free 30-second previews of each song and a
description of even the most expensive apps.
Our phone uses the new HSDPA network, and you will love
what it does for you! Our apps are great because we let
anyone design for us and then we approve only the best. We
make the deals.
Promoting a Product:
What Does Not Work
• Uses deductive approach
inappropriately by
requesting before gaining
attention or providing
convincing evidence
• Uses writer-centered,
exaggerated language
that diminishes receiver
interest and confidence in
the writer’s objectivity
• Erodes reader confidence
through arrogant attitude
and presentation of
technical information
without explanation
Continued

At $20 more per month for our data package, you will spend
about the same amount as using someone else’s web service.
You can take your JH&H phone back to your local store and
buy your JamPhone. And you can download as many apps as
you want.
You can use the enclosed authorization number to save $50
on the rather expensive JamPhone. You have to go to our
website, www.comPear.com/JamPhone to use it. You can do it
whenever you feel like it.
At $20 more per month for our data package, you will spend
about the same amount as using someone else’s web service.
You can take your JH&H phone back to your local store and
buy your JamPhone. And you can download as many apps as
you want.
You can use the enclosed authorization number to save $50
on the rather expensive JamPhone. You have to go to our
website, www.comPear.com/JamPhone to use it. You can do it
whenever you feel like it.
What Does Not Work (cont.)
• Lacks central selling point
that reflects accurate
knowledge of receiver’s
needs; provides no unity
for numerous details
• Emphasizes price
unnecessarily by placing
at beginning of
paragraph
• States desired action
with no mention of
benefits

Do you want to access the Internet you love no matter where
you are? . . . want to manage your contacts, your calendar,
and your email with one device? . . . want to listen to your
music at the same time? . . . want fun applications to pass the
time and to make you more productive while waiting for
meetings? Then you want the JamPhone from comPear.com
and JH&H phone service so you can take your office on the
road.
With comPear’s fast, new 4G network and the features of the
JamPhone, you can do all of the following on one slim, sleek
device:
•Call anyone by tapping a name or send a text message with
the built-in touch keyboard.
•Snap photos for storing and sharing.
•Listen to music or shop PearMusic with one finger
Do you want to access the Internet you love no matter where
you are? . . . want to manage your contacts, your calendar,
and your email with one device? . . . want to listen to your
music at the same time? . . . want fun applications to pass the
time and to make you more productive while waiting for
meetings? Then you want the JamPhone from comPear.com
and JH&H phone service so you can take your office on the
road.
With comPear’s fast, new 4G network and the features of the
JamPhone, you can do all of the following on one slim, sleek
device:
•Call anyone by tapping a name or send a text message with
the built-in touch keyboard.
•Snap photos for storing and sharing.
•Listen to music or shop PearMusic with one finger
• Gains attention by
introducing experiences
that are familiar to the
receiver
• Presents customized
music as central selling
point
• Presents “online digital
music store” as a
solution to the problem
and reinforces central
selling point
• Uses easy-to-read
bulleted list to present
evidence
Why It Works
Continued

Why It Works (cont.)
• Keeps focus on
receiver by use of
second person,
active-voice
sentences
• States specific action
with reward
• Makes action easy
and provides
incentive for quick
response
• Search your full contacts and mange your customer info by
syncing with your computer’s email software.
• Check out the APP Store for time-saving and time-wasting
applications to make your work more efficient and your
distractions more enjoyable.
Visit www.comPear.com/JamPhone today and check out the
collection that is growing daily. Use the enclosed
authorization number to save $50 on your purchase of a
JamPhone (regular price $399) so that you can take your
office wherever you go. Just key the authorization number
into the “special offer” box on the checkout screen. The
$50 savings offer expires July 31, so get your JamPhone
today and keep your office on the road with compear.com.
• Search your full contacts and mange your customer info by
syncing with your computer’s email software.
• Check out the APP Store for time-saving and time-wasting
applications to make your work more efficient and your
distractions more enjoyable.
Visit www.comPear.com/JamPhone today and check out the
collection that is growing daily. Use the enclosed
authorization number to save $50 on your purchase of a
JamPhone (regular price $399) so that you can take your
office wherever you go. Just key the authorization number
into the “special offer” box on the checkout screen. The
$50 savings offer expires July 31, so get your JamPhone
today and keep your office on the road with compear.com.

Connie,
Do you ever imagine being able to see the alarm clock when you wake each
morning? No more hassle of daily contact maintenance? Perhaps you may
have imagined playing your favorite sport with complete peripheral vision—
no fogging or slipping glasses. Millions of people across the world have
chosen LASIK, a laser vision correction procedure, as an alternative to
glasses and contact lenses. They now are enjoying the freedom that you
may have only imagined.
The Genesis Optical Center is eager to inform patients who are potential
candidates for laser vision correction of the benefits of this remarkable new
procedure. Take a moment to visit our website at
[URL]http://www.genesis/ optical.com to see skilled surgeons use an
excimer laser to correct the shape of the cornea with absolutely no pain to
the patient. Many of your questions will be answered by reading about the
vision improvements you can realistically expect, testimonials of our many
satisfied patients, and the experience of our five resident surgeons.
Connie,
Do you ever imagine being able to see the alarm clock when you wake each
morning? No more hassle of daily contact maintenance? Perhaps you may
have imagined playing your favorite sport with complete peripheral vision—
no fogging or slipping glasses. Millions of people across the world have
chosen LASIK, a laser vision correction procedure, as an alternative to
glasses and contact lenses. They now are enjoying the freedom that you
may have only imagined.
The Genesis Optical Center is eager to inform patients who are potential
candidates for laser vision correction of the benefits of this remarkable new
procedure. Take a moment to visit our website at
[URL]http://www.genesis/ optical.com to see skilled surgeons use an
excimer laser to correct the shape of the cornea with absolutely no pain to
the patient. Many of your questions will be answered by reading about the
vision improvements you can realistically expect, testimonials of our many
satisfied patients, and the experience of our five resident surgeons.
Promoting a Service: Why It Works
• Gains attention by
introducing familiar
annoying
experiences
• Presents freedom
from corrective
lenses as central
selling point
• Abides by
requirements for
advertising under
FTC Act, including
guidance specifically
for LASIK
promotions
• Reduces resistance
by indicating no pain
is involved

You are also invited to attend a special laser seminar held at our
clinic on February 18 at 7 p.m. that will feature a live laser vision
correction procedure followed by a question/ answer period led
by our laser correction experts. You’ll have an opportunity to
enter your name in a drawing for a free laser vision correction
procedure to be presented at the close of the seminar.
Would you like to join the millions of people who have chosen
LASIK vision correction and end a lifetime of reliance on glasses
and contacts in a blink of an eye? Get started today by calling our
clinic to register for the laser seminar or to schedule a personal
consultation to determine whether you are a candidate for this
life-changing procedure. Learn for yourself whether LASIK vision
correction could do for you what it has done for so many.
Cordially,
Brian Johnson, Office Manager
You are also invited to attend a special laser seminar held at our
clinic on February 18 at 7 p.m. that will feature a live laser vision
correction procedure followed by a question/ answer period led
by our laser correction experts. You’ll have an opportunity to
enter your name in a drawing for a free laser vision correction
procedure to be presented at the close of the seminar.
Would you like to join the millions of people who have chosen
LASIK vision correction and end a lifetime of reliance on glasses
and contacts in a blink of an eye? Get started today by calling our
clinic to register for the laser seminar or to schedule a personal
consultation to determine whether you are a candidate for this
life-changing procedure. Learn for yourself whether LASIK vision
correction could do for you what it has done for so many.
Cordially,
Brian Johnson, Office Manager
Promoting a Service:
• Builds interest by
explaining process and
providing easy access to
details
• Creates a desire to learn
more through
discussion of seminar
and free surgery
• States specific action
and associates action
with central selling
point—excellent vision

Persuasive Communication
via Text Messages
• Tremendous growth expected in
marketing messages sent by text
• Business applications include:
– Promotional wallpaper, ringtones, coupons,
specials, and information
– Ordering of goods and services
• Federal and state laws and best
practices assure that text promotions
are legal and acceptable to receiver

Characteristics of Successful
Permission Email Messages
• Carefully timed contact
• Eye-catching subject line
• Effective opening headline
• Short, personalized message
• Incentive for participation
• Targeted, phased process
• Full contact information
• Instructions on how to opt out

We’ve just reviewed the first draft of the Thunderbolt
music video and find it totally unacceptable. It must be
redone to our specifications.
We made it clear that our target is the MTV set, which
demands over-the-top entertainment, and indicated the
sample clips from the Indigos were similar to what we
wanted. Instead, you send us a simplistic video of
nothing more than live-concert footage of the band.
Call us immediately to schedule re-shooting of the
entire video.
We’ve just reviewed the first draft of the Thunderbolt
music video and find it totally unacceptable. It must be
redone to our specifications.
We made it clear that our target is the MTV set, which
demands over-the-top entertainment, and indicated the
sample clips from the Indigos were similar to what we
wanted. Instead, you send us a simplistic video of
nothing more than live-concert footage of the band.
Call us immediately to schedule re-shooting of the
entire video.
• Begins with request
before presenting
reasons
• Uses writer-oriented
language to present
limited facts
• Provides no appeal for
taking requested
action
• Sounds demanding
without presenting
appeal
Making a Claim:
What Does Not Work

• Seeks attention by
giving sincere
compliment that reveals
subject of message
• Continues central
appeal while providing
needed details
• Presents reasoning that
leads to request for re-
shooting video and
subtle reminder of
central appeal
• Connects specific
request with firm’s
commitment to develop
creative productions
When Thunderbolt negotiated with your firm to produce our first
music video, we were impressed with the clips of other Harrelson
videos and your proven performance record. Especially intriguing to
us was your video of the Indigos, with its subtle use of symbolism in
the graphic images along with creative shots of the musicians.
In our meeting with your creative team, we focused on the
methods used in the Indigos video and specifically asked for graphic
symbolism juxtaposed with shots of the band. After viewing the
first draft of our video, we find the level of artistic expression
disappointing. This video closely resembles a concert tape, focusing
primarily on live-concert footage of the band and will have little
appeal with our customers, the MTV set, who demand innovative
and exciting new approaches in entertainment.
With Harrelson’s reputation for creative productions, we are
confident the video can be revised to meet our expectations. The
band will do its part to assist in reshooting footage and will meet
with the creative director at a mutually convenient time to discuss
the kind of graphic imagery appropriate for interpreting our music
and its message. Please call me at 555-3920 to schedule this
meeting.
When Thunderbolt negotiated with your firm to produce our first
music video, we were impressed with the clips of other Harrelson
videos and your proven performance record. Especially intriguing to
us was your video of the Indigos, with its subtle use of symbolism in
the graphic images along with creative shots of the musicians.
In our meeting with your creative team, we focused on the
methods used in the Indigos video and specifically asked for graphic
symbolism juxtaposed with shots of the band. After viewing the
first draft of our video, we find the level of artistic expression
disappointing. This video closely resembles a concert tape, focusing
primarily on live-concert footage of the band and will have little
appeal with our customers, the MTV set, who demand innovative
and exciting new approaches in entertainment.
With Harrelson’s reputation for creative productions, we are
confident the video can be revised to meet our expectations. The
band will do its part to assist in reshooting footage and will meet
with the creative director at a mutually convenient time to discuss
the kind of graphic imagery appropriate for interpreting our music
and its message. Please call me at 555-3920 to schedule this
meeting.
Making a Claim:
Why It Works

The specials and promotions in your store
are only announced in English. However,
it’s clear to me that many of your
customers are Latino. Have you
considered repeating these
announcements in Spanish?
Likely I’m not telling you anything you’ve
not already considered, but I wanted to
bring it to your attention.
The specials and promotions in your store
are only announced in English. However,
it’s clear to me that many of your
customers are Latino. Have you
considered repeating these
announcements in Spanish?
Likely I’m not telling you anything you’ve
not already considered, but I wanted to
bring it to your attention.
Asking a Favor:
What Does Not Work
• Begins with
announcement that
is already known
• Asks favor before
presenting reason for
accepting
• Sounds somewhat
doubtful
• Uses too many words
and overuses first
person pronoun “I”

Dear Ms. Connors:
As a regular customer of Fresh Foods grocery store, I have enjoyed and benefited
from your store’s practice of announcing price specials and promotions over your
public address system. These announcements have saved me money and alerted
me to specials I might have missed had the announcement not drawn my attention
to them.
These announcements are currently made only in English. While I have no trouble
understanding the English messages, many of your customers who live in the Latino
community near your store have limited knowledge of spoken English and,
therefore, do not benefit from these informative store announcements.
By providing both English and Spanish announcements for price specials and
promotions, you could ensure that all your customers understand and can benefit
from these announcements. Because these customers are now aware of your
specials, they will be more likely to make additional purchases as well. It is a win for
Fresh Foods and for the many customers patronizing your grocery store.
Sincerely,
Audrey Banzhaf-Wade
Dear Ms. Connors:
As a regular customer of Fresh Foods grocery store, I have enjoyed and benefited
from your store’s practice of announcing price specials and promotions over your
public address system. These announcements have saved me money and alerted
me to specials I might have missed had the announcement not drawn my attention
to them.
These announcements are currently made only in English. While I have no trouble
understanding the English messages, many of your customers who live in the Latino
community near your store have limited knowledge of spoken English and,
therefore, do not benefit from these informative store announcements.
By providing both English and Spanish announcements for price specials and
promotions, you could ensure that all your customers understand and can benefit
from these announcements. Because these customers are now aware of your
specials, they will be more likely to make additional purchases as well. It is a win for
Fresh Foods and for the many customers patronizing your grocery store.
Sincerely,
Audrey Banzhaf-Wade
Asking a Favor: Why It Works
• Begins with
sincere
compliment that
sets stage for
request that
follows
• Explains rationale
for request with
discussion of
benefits to store
and its customers
• Connects specific
action to rewards
for taking action

Marcele Raggio <mraggio@burton.com>
Investigating the Balance of Work and Family
Burton employees:
Balancing work and family lives is an important issue for most
employees. Your help is needed to learn more about how Burton
employees handle this concern.
By participating in this doctoral study, you and other Burton
employees have an opportunity to share ways you’ve learned to
balance your work and family lives and give your opinions on this
timely issue. A summary of the questionnaire results will be given
to the Burton Human Resources Department, who will use this
information as a starting point for initiating desired changes that
will support your efforts to balance the demands of your work
and family.
Marcele Raggio <mraggio@burton.com>
Investigating the Balance of Work and Family
Burton employees:
Balancing work and family lives is an important issue for most
employees. Your help is needed to learn more about how Burton
employees handle this concern.
By participating in this doctoral study, you and other Burton
employees have an opportunity to share ways you’ve learned to
balance your work and family lives and give your opinions on this
timely issue. A summary of the questionnaire results will be given
to the Burton Human Resources Department, who will use this
information as a starting point for initiating desired changes that
will support your efforts to balance the demands of your work
and family.
• Seeks attention by
establishing message
as work-related and
alludes to way to find
needed answers
• Introduces survey and
reward for taking
action; interested
employees would see
sharing of results as
positive
Requesting Information
Persuasively: Why It Works

To ensure that the information represents the views of all
employees, please visit http://www.burton/hrm/survey to
complete the survey by June 15. Only 15 minutes or so of
your time is needed to complete the survey, and your
responses will be reported only as part of the group
results.
I sincerely appreciate your help with this research project
and in making Burton a better place to work. If you wish to
receive a summary of this information, simply provide
your email address at the end of the survey.
Thanks,
Chad Yanez <cyanez@burton.com>
To ensure that the information represents the views of all
employees, please visit http://www.burton/hrm/survey to
complete the survey by June 15. Only 15 minutes or so of
your time is needed to complete the survey, and your
responses will be reported only as part of the group
results.
I sincerely appreciate your help with this research project
and in making Burton a better place to work. If you wish to
receive a summary of this information, simply provide
your email address at the end of the survey.
Thanks,
Chad Yanez <cyanez@burton.com>
Requesting Information
Persuasively: Why It Works (cont.)
• Makes request for action
in complex sentence that
includes reward for
complying and mentions
deadline
• Presents needed
assurance that effort will
consume little time
• Expresses gratitude and
adds unity by using that
tie in with first
paragraph’s reference to
quality of work life at
Burton

TO: Johnson Maxim, President
FROM: Melissa Carter, Sales Team Manager
DATE: March 16, 2011
RE: Request Approval to Submit Proposal
You created a unique challenge last week in our meeting when you stated
the projected sales goals for the coming year—an increase of 18 percent.
Asking us to consider ways to reach that outcome led my team to start an
ongoing discussion of creative ways to meet that challenge.
The use of the Internet has repeatedly surfaced in these conversations. The
company’s Internet site has an abundance of information about the
company, our product line, and our dedicated service attitude. A number of
my clients have commented on the professional, well-designed look of our
site.
Members of our sales team have mentioned repeatedly that customers are
requesting online ordering at our website. This feedback supports market
information that consumers are more comfortable with online buying as
issues of security and privacy have been addressed. They appreciate the
convenience of sitting at their home computers, and we can reach people
that we would not otherwise.
TO: Johnson Maxim, President
FROM: Melissa Carter, Sales Team Manager
DATE: March 16, 2011
RE: Request Approval to Submit Proposal
You created a unique challenge last week in our meeting when you stated
the projected sales goals for the coming year—an increase of 18 percent.
Asking us to consider ways to reach that outcome led my team to start an
ongoing discussion of creative ways to meet that challenge.
The use of the Internet has repeatedly surfaced in these conversations. The
company’s Internet site has an abundance of information about the
company, our product line, and our dedicated service attitude. A number of
my clients have commented on the professional, well-designed look of our
site.
Members of our sales team have mentioned repeatedly that customers are
requesting online ordering at our website. This feedback supports market
information that consumers are more comfortable with online buying as
issues of security and privacy have been addressed. They appreciate the
convenience of sitting at their home computers, and we can reach people
that we would not otherwise.
Making a Persuasive Request:
Why It Works
• Opens with
discussion of
company goal and
alludes to proposal
without revealing
specifics
• Links company
strength that will
lead logically to
proposed change
• Builds interest by
providing benefits
and trends in online
ordering

The attached articles document the expanding consumer usage of the
Internet and the increasing online sales our competitors in the
industry have experienced over the last three years. Note the 18
percent increase in Space Trade’s business last year, an interesting
statistical coincidence.
As we all understand, resources for business expansion of any kind at
this time are limited. However, I have developed a close friendship
with Daniel Liston, a local Internet consultant, who projected that
adding ordering capabilities to our website would pay for itself within
two to three months. Also he would be an asset to the development
of this project.
With our goals in mind and this potential for growth, would you grant
me the authority to write a request-for-proposal to expand our
current Internet capabilities to include a purchase option? Additional
research of the process, the knowledge of an expert, and a driving
desire to achieve our upcoming sales projection should produce a
practical plan for meeting the needs of our company and more
importantly, the needs of our customers.
The attached articles document the expanding consumer usage of the
Internet and the increasing online sales our competitors in the
industry have experienced over the last three years. Note the 18
percent increase in Space Trade’s business last year, an interesting
statistical coincidence.
As we all understand, resources for business expansion of any kind at
this time are limited. However, I have developed a close friendship
with Daniel Liston, a local Internet consultant, who projected that
adding ordering capabilities to our website would pay for itself within
two to three months. Also he would be an asset to the development
of this project.
With our goals in mind and this potential for growth, would you grant
me the authority to write a request-for-proposal to expand our
current Internet capabilities to include a purchase option? Additional
research of the process, the knowledge of an expert, and a driving
desire to achieve our upcoming sales projection should produce a
practical plan for meeting the needs of our company and more
importantly, the needs of our customers.
Making a Persuasive Request:
• Reduces resistance by
providing further
evidence of cost
effectiveness and
availability of vital
resources
• Alludes to benefits and
closes with specific action
to be taken

Using Interactivity to
Liven Up the Web
• Use hit ________ and __________ to document
visits
• Use a site search engine to encourage visitors
___________ and “poke around”
• Provide ____________features to encourage visitors
to purchase items
• Offer banner ads to avoid a _________
• Use real-time web chats to create a sense of
__________
• Show users web-based surveys, polls, and quizzes to
provide a sense of ___________and to deliver
information for the host or an advertiser
counters guestbooks
to stay longer
shopping cart
static look
community
contribution
Electronic Café

Solution, Activity 4
Chapter 8, Business Communication, 16e by Lehman and DuFrene ©
a Two hundred children in Starkville will be hungry
tonight.
Invites a negative answer that may make reading the rest
of the message needless. Asks for response before
presenting adequate benefit for doing so.
b Your digital camera and camcorder will allow
instant sharing of your special moments.
Mentions enclosure before presenting benefits of
ownership; thus the receiver may not read the entire
letter.
Continued

Solution, Activity 4 (cont.)
c We chose Mago Co. for our merchandising needs
because of your reputation for standing behind your
100 percent satisfaction, money back guarantee.
Includes dissatisfaction before presenting a logical appeal
with supporting evidence that leads logically to the request
for an adjustment.
d My impressive 50 percent higher sales numbers,
knowledge of engine design, and ten years’ experience
with Global Motors make me an outstanding
candidate for promotion to regional sales manager.
States the obvious (“I am requesting”) using first person;
does not present an incentive to continue reading.

a Because you have increased Dartmon Investitures net worth by 10
percent and because you are an outstanding and motivational
speaker, we are inviting you to speak at the Investing Wise monthly
meeting on October 10 at noon.
Uses first person; does not provide an incentive to continue reading.
b Southside Recycling can handle the curbside recycling contract for
Euless/Stetson County, Texas, because we have a regional office in
the county with 15 people to oversee collections.
Lacks a receiver-centered idea to capture attention.
c The touch screen interface available on your PDA phone provides easy
access to your most critical information. With just a touch and sweep
of your finger, you can quickly navigate your apps without having to
select tiny options using a micro keyboard or stylus.
Lacks specific evidence receiver needs to make decision. Uses
unsupported superlative (“must-have”) and exaggerated language
(“you’re on your way”)
Continued

d Reducing the number of employees in the loan
department from 10 to eight people will cut $50,000 from
the annual department budget. If we add an online load
application to our website, the remaining employees will
save time by not keying data into the computer and clients
will avoid handwriting or keying our cumbersome loan
application. They will complete all parts except the
signature online, and visit our loan office to sign the final
copy.
Uses deductive approach when the receiver must be
persuaded to make the change.
Continued

FOREST VIEW HOSPITALFOREST VIEW HOSPITAL
Senior Day ServicesSenior Day Services
November 6, 2011
Mr. Russell Armstrong
76 Everett Street
Harrisburg, PA 17105-0076
Dear Mr. Armstrong:
Come visit our new Senior Day Services Program at Forest View Hospital and see how we
can care for your mother or father while you go to work. Similar to a day care program for
children, our Senior Day Services helps you cope with the demands of caring for your loved
one.
When you leave your senior family members with us, they are involved throughout the day
in a wide variety of activities, including arts and crafts, music and dance, “field trips,”
exercise, and gardening. Senior Day Services also offers counseling, physical therapy,
bathing services, haircuts and manicures, nutritious meals supervised by a registered
dietician, and transportation to medical appointments. Counseling and support groups
also are available to you as a family member of a client.
2011 Cengage LearningContinued

Look at the enclosed brochure and see what our clients have said about Senior Day
Services in other cities:
Senior Day Services in Harrisburg is located next door to the hospital’s main building, and
we are open from 7 a.m. to 6 p.m., Monday through Friday, and on Saturdays by
appointment. For more information about our programs or to schedule a visit to our
center, please visit our website at http://seniorday.forestviewhospital.com or contact me
at (662) 555-2345. If you visit us with your beloved senior, he or she can join our activities
for a few hours while your tour our facilities and meet with our staff.
Sincerely,
Student’s Name, Administrator
Senior Day Services
500 SHERMAN AVENUE • HARRISBURG, PA 17105
PHONE: 662-555-2345 • FAX: 717-555-7755

Mr. Davis,
When Global Industries negotiated with your firm to produce our product repair video, we
were impressed with other MediaArt videos and your proven track record. Particularly of
interest were your training videos for detailed procedures in the manufacturing industry.
In our meeting, we emphasized the need to produce an accurate video to teach our
national service team how to perform repairs for a recent product recall. After viewing the
first draft of our video, we find the quality very disappointing. The step-by-step repair
process is not in the correct sequence, and the intricate steps are unclear. Our service team
must be able to view precisely every detail of the repair process required for this product
recall. A second noted problem with the video is its blue tint which may be caused by a lack
of white balance in the camera.
As you know, Global Industries needs to resolve the problems of this product recall quickly.
With the skill of your creative team, we are confident that the video can be revised by our
deadline after we meet with you to review the problems. We are available in the next
several days at a mutually convenient time. Please call me at 555-6055 to schedule a time.
John Richardson
Vice President, Production

TO: Sam Hayford
FROM: Student’s Name
DATE: June 16, 2011
RE: Taking Advantage of Stock Values for Retirement Investment
You are among the small percentage of employees who have had the foresight to start planning
for your retirement at a young age. The monthly contribution that you have wisely made to the
403(b) plan has allowed you to receive tax benefits each year. This plan has sheltered a portion
of your annual income from current income taxes. Meanwhile, the earnings in this tax-deferred
annuity have grown tax free, many years substantially.
Stocks have historically been one of the best investments for long-term financial planning.
Although a decline in stock markets can be unsettling, the markets have always rebounded even
during times of economic depression. In fact, financial experts recommend that people take
advantage of depressed stock values by increasing their monthly contributions. We urge you to
continue investing in the company’s 403(b) plan to reap the financial benefits of the market
once it rebounds. Although it may take a year or two, markets have always rebounded.
You can benefit long-term from the current market conditions by continuing to have funds
deducted automatically from your checking account. Please call me at 555-8586 to discuss how
the 403(b) plan is an important part of your long-term retirement investment.

October 11, 2011
Mr. Lionel McClelland, Vice President
Dell Corporation
23 Greenlawn Boulevard
Round Rock, TX 78664
Dear Mr. McClelland:
Dell has always had a reputation for excellent products and helpful customer service. For this reason, I
purchased a Dell Vostro 1720 notebook in September 2008. As a traveling professional, I was very pleased
with this compact, lightweight laptop. The overall performance and video experience was excellent.
Recently, my computer has had video problems. Two months ago, I noticed intermittent symptoms that
included multiple images and random characters on the screen. The computer was serviced since it was still
under warranty, and for awhile the problem seemed resolved. Now, lines appear on the screen and
sometimes no video displays. My warranty has expired, but I believe that Dell should fix this video-related
issue since it was not corrected the first time. I would like to return my computer for servicing so that this
problem can be corrected according to the terms of the system warranty.
Please authorize this request by contacting me at (phone number). I believe that it's important for your
company to continue providing quality service to your customers.
Sincerely,

From:
To:
Subject:
Alice Scott [ascott@richmondinsurance.com] Sent: 07/28/11 11:05 AM
Client’s Name
Protect Your Identity with Identity Theft Insurance
Jim,
National Family Insurance has looked out for you and your family for generations. Through coverage of life, health,
accident, auto, homeowners, and disability, we have given you peace of mind when facing life’s unexpected
events.
Today I want to offer you a new protection that you may have never considered—identity theft insurance. The
Federal Trade Commission estimates that more than nine million Americans have their identity stolen each year.
Victims of Identity fraud must spend considerable time and money to clear their credit and financial records.
Client’s Name, as a valued customer, you deserve the best products and services. Identity Restoration Coverage is
available to you for only $25 as an optional endorsement on your Homeowners or Renters policy. Benefits include
reimbursement for legal expenses and lost wages associated with resolving your identity theft issues.
Call me for an appointment to discuss this essential insurance coverage available for only a few cents a day!
All the best,
Alice
Alice Scott, Agent
304 Lucedale Center
Richmond, VA 22608
804-523-1112
If you do not wish to receive these updated messages regarding your insurance, click here and asked to removed from our email list.
Solution, Application 2

TO: Kim Macias, Managing Partner
FROM: Student’s Name
DATE: Current Date
SUBJECT: Dynamic Sales Presentations
Although our sales team worked several weeks to prepare our proposal and supporting
presentation materials for the Banning Bank account, our recent presentation was not
adequate to secure the bid to subcontract investor services.
The proposal our team presented provided better investor services at less cost to Banner
Bank than the proposals presented by our competitors. Unfortunately, our charts and
overhead transparencies were not nearly as effective as our competitors’ professional
multimedia presentations at selling the quality and benefits of our proposal. Based on their
comments, it was clear that bank officials felt our less effective presentation method
reflected a lack of competence and ability to provide the level of service we claimed in our
proposal.
If we are to remain competitive in our market, we must take steps now to improve the
quality and sophistication of our sales presentations. This commitment will mean changing
the current method of delivery for sales presentations to a more effective method of
delivery—the use of enhanced multimedia presentations. While this means an investment
of time for training and financial resources for the purchase of presentation equipment and
software, my initial research indicates it will be time and money well spent.

Relax on the beaches of the Gulf of Mexico at the Wyndham
Vacation Resorts Panama City Beach. As a FairShare Plus
member, you can accumulate your vacation points to visit this
luxurious high-rise resort on the breathtaking Panama City
Beach in the Florida Panhandle.
From the sky bridge bar to the wide assortment of on-site water
activities and nearby shopping and dining, you’ll find plenty to
keep you busy. Enjoy sunbathing at one of the pools, relaxing on
the beach or in the outdoor hot tubs, or try parasailing or jet
skiing.
For more information or to bank your points to visit the
Wyndham Vacation Resorts, Panama City Beach, call (850-636-
8200) or visit us at www.wyndhamvacationresorts.com.
Voice Mail Script:

Solution, Application 6, Part 1
SUDDUTH HIGH SCHOOLSUDDUTH HIGH SCHOOL
““Every 15 Minutes”Every 15 Minutes”
February 8, 2011
Mayor Frank Camp
423 Main Street, Suite 100
Tuscaloosa, AL 39402
Dear Mayor Camp:
The current statistic for teens killed in alcohol-related car accidents is tragically high; one
death nearly every 15 minutes. In the past three years, twelve teenagers in our community
were killed in alcohol-related accidents. Drinking and driving has claimed the lives of too
many of our high school students.
Three years ago, our high school presented a two-day program to the juniors and seniors
called Every 15 Minutes (EFM), a nationwide program that challenges high school students
to think about the consequences of drinking and driving. The EFM program provides a
powerful dramatization of the aftermath of a fatal alcohol-related car crash by portraying
the death of teens killed by teenage drunk drivers. The accidents and ensuing events of the
accidents are realistically re-created. Our earlier program sent a somber message to high
school students…"don't drink and drive. You may end up dead." Those students have now
graduated, but it's important that juniors and seniors today hear this same message.

Solution, Application 6, Part 1 (cont.)
This program is acted out by students, teachers, parents, police officers, emergency
response personnel and coroners. Three years ago more than 70 people from the
community helped organize the event. Volunteers are needed again from emergency and
law-enforcements agencies, students, school administrators, and faculty and parents. Local
businesses can offer financial assistance to purchase program materials. The EFM program
can have a dramatic impact on high school students, but this can only happen with help
from community leaders.
Please contact me in the next week (phone number) and let me know how you can help.
You may send your financial contributions to EFM (address) in the next two weeks. Only
through the time and money of volunteers can this life-saving program be offered. We look
forward to your call in the next week and will add you to our mailing list for regular
progress reports. After all, teen drinking and driving can impact any family, especially if a
loved one is a victim of an alcohol-related accident.
Sincerely,
Student Name, Chair
EFM Steering Committee
500 EVERGREEN STREET• TUSCALOOSA, AL 39408
PHONE: (334) 555-9898 • FAX: (334) 555-7755

From:
To:
Subject:
All Teachers [allteachers@sudduthhs.k12.al.us] Sent: 07/28/11 11:05 AM
Student Name
Saving Lives Every 15 Minutes
Dear Teachers,
Every 15 Minutes, (EFM) is a two-day program named for a mid-1990s statistic
that alcohol-related traffic collisions claimed a life every 15 minutes. It
challenges high school juniors and seniors to think about the consequences of
drinking and driving through dramatization of a fatal alcohol-related car crash.
Acted out by students, teachers, parents, police officers, emergency response
personnel and coroners, the ensuing events of the fatal accidents are
realistically re-created.
This EFM program was presented at our school three years ago, and many
students, teachers, and administrators volunteered. It sent a dramatic message
to students as they saw their friends wander the halls, labeled as "deceased" or
attended the funeral services. The message “don’t drink and drive" had a new
meaning that was personally significant for students as they experienced the
events that unfolded.
Continued

We plan to present EFM program again and need your help. Volunteer teachers and
students are needed for role-playing the tragic alcohol-related accidents. Please
consider volunteering to help with this program including identifying talented
students who would be interested in portraying the various roles. Please call me at
(phone number), or reply to this email by (insert specific day and date). Your help is
vital to the success of this program.
Thanks,
Student Name, Chair
EFM Steering Committee
500 Evergreen Street
Tuscaloosa, AL 39408
334.555.9898
334.555.7575 (fax)
EFM@sudduthhs.k12.al.us

Logo design will appear on letterhead, menu, order form, fax cover sheet, and order confirmation
May 2, 2011
Ms. Danielle Murphy
Designer Publications, Inc.
8181 High Street
Atlanta, GA 30305-8181
Dear Ms. Murphy:
As a busy manager, you appreciate the importance of meeting deadlines. Your customers
demand prompt service. You are also sensitive to your employees’ needs. When the day is
too hectic for an hour away for lunch, employee performance can suffer. Gordon’s Deli has
a solution that will serve your needs.
Gordon’s is proud to introduce our new FaxFood Line. Your employees can browse our
special FaxFood Menu and fax their order on the attached order form. Within forty minutes
of receiving your order, fresh sandwiches, salads, chips, and homemade cookies will be
delivered right to your business. Forget the hassle of collecting correct change—our
delivery staff will come prepared to make change for every individual order. We will gladly
take your checks or credit cards as well. Delivery is free for orders over $25 so feel free to
combine the order of your entire staff.

Solution, Application 7 (cont.)
With Gordon’s delivery service, your employees can spend more of their lunch hour
relaxing rather than fighting the traffic and the waiting lines at restaurants. For employees
working to meet tight deadlines, our service will provide them with precious extra time and
a satisfying lunch.
Be among the first to discover that the quality food and friendly service you have come to
know at Gordon’s Deli is now available right at your door. Just select from the items on the
enclosed FaxFood Order Form, write the item numbers in the order section and your name
and address at the top, and fax it to us. We’ll return your fax with a confirmation and total
amounts due.
If you have a staff bulletin board, please post the menu and order forms. To thank you for
doing so, the first order that comes from your office will receive a 15 percent discount, so
encourage everyone to take advantage of this introductory offer.
You take care of business; let us take care of lunch!
From Gordon’s kitchen,
Student’s Name, Manager
Enclosures

Top of form
ContinuedChapter 8, Business Communication, 16e by Lehman and DuFrene ©
Have a
picnic
In your office
(without the ants)
Gordon’s Kitchen
FaxFood Menu
Choose on sandwich filling, bread, cheese, and condiments;
one side dish, one drink, and one dessert. The prices are listed next to each. We will deliver
to any office in Downtown, Midtown, or Buckhead. Orders under $25 will be charged a 25
percent delivery fee. Delivery for orders over $25 is free, and our delivery staff can make
change for all individual orders. We accept cash, check, VISA, Mastercard, and Discover.
Please fax your order to 404.555.5151. Delivery takes about 25 minutes.
Insert
relevant
graphic

Bottom of form

UNITED WAY—AUSTIN AREA CHAPTERUNITED WAY—AUSTIN AREA CHAPTER
May 4, 2011
Mr. Lawrence Lancaster
Lancaster/Maughlin Architects
408 Alamo Way
Austin, TX 78903
Dear Mr. Lancaster:
Last year, Goldsboro businesses helped United Way raise a record-breaking $1.3 million in
local charitable contributions to help people within this community. These funds provided
meals to the homebound, drug and alcohol rehabilitation services, clothing and food for
the women's shelter, and many other charitable causes. Hundreds of people were helped
with funds from United Way.
Loaned executives from 26 local businesses played a critical role in the success of this
fundraising effort. Executive volunteers worked from September to November with United
Way coordinators from several local businesses. The volunteers helped organize company
rallies, meetings, and employee payroll deductions. The end result was a successful
campaign that exceeded the fund-raising goal.
Continued

Solution, Application 8, Part 1 (cont.)
This year, 11 loaned executives from businesses are needed to work with the campaign.
More than half of last year's loaned executives have volunteered again this year. They
believe helping the United Way campaign is worth their time because of its positive impact
on the community. The money raised goes directly to local charitable programs and
services. Through the help of our valued volunteers, the United Way helps ease hardships
and provides rich opportunities to the people in Goldsboro.
Please call us at (554) 555-9898 in the next week and provide the name of a person who
will volunteer as a loaned executive. Join Goldsboro businesses and commit executive
resources to the United Way campaign.
Sincerely,
AUSTIN AREA CHAPTER, UNITED WAY
Student Name, President
500 CRITZ STREET• AUSTIN, TX 78903
PHONE: (554) 555-9898 • FAX: (554) 555-7755

Your contributions to the United Way campaign can change the
life of someone in Goldsboro. Help provide a meal for an elderly
homebound person, shelter for an abused woman, food for a
hungry child. Your charitable contribution stays in Goldsboro. It
can change the lives of those in this community.
Make your pledge today. Contact the human resource
department where you work, or call 554.555.9898.
Public Service Announcement

Client LetterheadClient Letterhead
April 27, 2011
Mr. H. Daniel Keller, Attorney-at-Law
Keller & Jenkins Associates
22728 Cross Grove Parkway, Suite 12
Buckhead, GA 30305
Dear Daniel:
Confidentiality is a keyword in most professions. It is fundamental in the attorney-client
relationship. In my experience with your firm, I have always had confidence that my
business and personal affairs would be privately kept. I know that is what you expect as
well.
However, while dining last Thursday at Chicago’s Diner, one of your clerks stopped by my
table to talk. She commended me on the establishment of the endowment scholarship I
had recently created for my alma mater. Although her intentions were to applaud my

generosity, she put me in an uncomfortable position of explaining this gift to my guests. In
such a crowded restaurant, many people may have overheard her comments as well.
Because you provide a clients’ bill of rights that you stand behind, I’m sure you will agree
with me that my privacy was violated in this case. Please refund the $250 that I paid you
for adding this newest provision to my will. This adjustment seems a just compensation for
this indiscretion.
Sincerely,
Taylor Bedford, President
6730 CONGRESSIONAL WAY.• ATLANTA, GA 42513
PHONE: (504) 555-9898 • FAX: (504) 555-7755

February 5, 2011
Mr. Thomas Gatlin
GTR Technologies
265 Gould Avenue
Boulder City, NV 89040-0265
Dear Mr. Gatlin:
For the past two years, we have contracted with your company for regular maintenance of
our computer systems. We have been extremely satisfied with the monthly visits to service
both hardware and software. GTR representatives are knowledgeable and professional,
and our systems have performed without incident during our contract period.
During a recent maintenance visit by one of your representatives, I overheard a disturbing
conversation. According to the representative, most of your software can prompt users to
install automatic updates every 90 days. In other words, you charged us for a service that
could have been performed by our employees. GTR should have provided instruction for
how to install these automatic updates rather than charging us for this service.
Continued

Because of our good working relationship and your excellent reputation, I’m sure you will
agree that we were billed for an unnecessary service. Please refund the amount that we
paid you for installing automatic updates during our contract period. This adjustment
seems fair and is essential in order to continue our contract with GTR.
Sincerely,
Casey Beckwith
Casey Beckwith
President

TO: Stephen Michels
FROM: Ralph Adams
DATE: June 6, 2011
SUBJECT: Increasing Worker Productivity during Breaks
Remember how much you enjoyed video games as a kid? I just returned from a family
reunion where, much to my surprise, my relatives of all ages spent the weekend enjoying
the new interactive features of the games. Everyone was energized by playing the games,
and traditional generational barriers were eliminated. This gave me an idea for bringing
gaming to our workplace during break time.
I did a quick Internet search and found that many companies are designating office areas
for the purpose of gaming. They’ve found that their game rooms give a big boost to
employee morale and solidarity. It’s a great place to interact with co-workers and even
have team-building events. Some companies say that their game rooms help recruit
younger employees who like the idea of “work hard, play hard.” Rooms that are
designated for gaming actually help create a positive work culture, thereby increasing
worker productivity. Overall, the companies agree that the positives outweigh any
negatives.
Is there a time next week that we can discuss the possibility of setting up a video lounge for
our employees? I believe that we will see a big boost in our employee morale and
productivity, which will certainly be worth our investment.Chapter 8, Business Communication, 16e by Lehman and DuFrene ©

105 Hollyberry Lane
Kankakee, IL 60901-2143
January 29, 2011
Mr. Neal Mitchell
President
First National Bank
2140 Foggy Grove Road
Kankakee, IL 60901-2140
Dear Mr. Mitchell:
Your bank has provided excellent banking services during the five years that I have been a
customer. Your staff has always been very helpful and friendly when answering my
questions. In fact last week, I when I realized that I had over drafted my account, the
account manager patiently explained the charges I incurred.
When I accessed my bank records online, I discovered the overdraft problem and then
realized that your online bank service is not interactive. I have the overdraft protection
plan, but this did not prevent me from incurring daily transfer fees and a high interest rate
on transferred funds. After your manager explained this to me, I realized that there are
probably many other customers who are not aware that they are not immediately notified
of an overdraft.
Continued

First National Bank could greatly improve service by alerting bank customers whenever
they overdraft their accounts. Better yet, the bank could notify customers when their
account falls below an amount of the customer’s choice. This could be done via email or
text. By upgrading your online banking service, you could allow customers to select and
customize email alerts.
Such an alert system would certainly enhance your service and enable customers to
manage their accounts more effectively. Additionally, your staff would spend less time
explaining overdraft problems to customers. Please consider adding this upgrade to the
online banking system.
Sincerely,
Student’s Name

From:
To:
Subject:
Student’s Name Sent: 07/08/11 11:05 AM
All Employees [all@compro2.net]
Community Service Project Workday Information
It’s time for us to make a positive difference for kids in our community! Our first quarter
community service project day is scheduled for Friday, July 26, 2011, when we begin
building a girls’ softball field for McNary High School. Many of us are graduates of
McNary High and have children who are or will be “McNary Tigers.” What a wonderful
opportunity to support an important part of our community—our children and our
future!
Our goal for this first workday is to lay out and install pipe for the field’s sprinkler system.
Jennifer Jaques, one of our project engineers, has been working with McNary’s athletic
director on the layout and design of the new field and will direct the team marking and
digging trenches. Graham Johnson has agreed to direct the team installing pipe. Robert
Schoal has purchased the necessary supplies from donated company funds and will
arrange delivery of all materials to the work site. A delicious sack lunch will be provided,
and refreshments will be available throughout the day.
The production plant has issued a challenge for the largest number of employees
participating in the first quarter’s community service workday. I am confident we can
easily win this challenge! Many of you have already signed up for a team.
Continued

If you have not taken the opportunity to sign up, simply email your team preference to
Mary Jacky at mjacky@compro2.net. The fun begins at 8 a.m. in the field located on the
west side of McNary High School.
As in the past, employees choosing not to participate in this community service workday
should report to the plant maintenance supervisor for work assignment on that day.
Thanks,
Student’s Name
Student’s Name, HRM Director
ComPro, Inc.
489 Staten Ferry Road
Chicago, IL 74156
907-423-1878

Street address
City, State Zip
December 5, 2011
Kyle McLachlan, Regional Manager
Radio Shack, Ohio
1661 Hargrove Road
Cincinnati, OH 20489
Dear Mr. McLachlan:
Radio Shack has a reputation for excellent products and outstanding customer service. This is why my
family chose Radio Shack for our family call plan and multiple phones.
While the phones selected by my family members are working properly, I’ve experienced a serious
problem with my model 2345 Radio Shack phone. The volume cannot be adjusted sufficiently to hear
normal conversation. The service center informed me that the phone cannot be fixed and that the
model is no longer offered to new contract holders because of its history of problems. I obviously wish
my phone to be replaced with a different model that will work properly, though I’m told that my
contract allows only for an exact replacement of the original phone. An exception to your contract
policy is surely in order when the replacement model is defective.
Since Radio Shack has determined that the Model 2345 phone has problems, please allow me a free
replacement with a different model. I look forward to hearing from you soon so I can once again have
a working phone.
Sincerely,
Your name

Date: __________________________
Time: __________________________
Contact Name __________________________________________
Contact name, this is Volunteer name, calling on behalf of the Pearson
Foundation. How are you this evening? (Wait for response)
All the volunteers have been asked to contact our regular scholarship program
donors to let you know how the Foundation is awarding scholarships for the
next school year. Of course, our recipients are all first-generation college
students as in the past. Last year we were able to award 120 $2,000-
scholarships.
Because of the stock market, our endowment funds are much lower than last
year, and we will be forced to reduce that number based on the funds available.
The Board of Directors realized that if all of our regular donors gave just 10
percent more than they did last year at this time, we would be able to continue
giving the same number of scholarships. Could we count on you for (amount
that is 10 percent over last year’s donation) for this year’s campaign? (Wait for
response)
Voice Script for Volunteers: Scholarship Fund Drive

**If positive, then:
Thank you for helping us. Would you like to put this contribution on your credit card? Or
would you like for us to send you a self-addressed envelope to mail your check?
If credit card, take information including which card, name on card, number of account,
date of expiration.
If mailer envelope, check to see that current address is correct.
Again thank you, Contact name, for helping us support our college assistance program.
(Wait for response; acknowledge appropriately, hang up as quickly as possible) Good-bye.
**If negative, then:
Could we contact you later in the year for your reconsideration?
Or could we put an information letter in the mail? Let me make sure that our records are
correct on your current address.
Thank you for your continuing support. We appreciate your commitment to these
deserving scholars. Good-bye.
Voice Script (cont.)

Contemporary logo design that will appear on ad campaigns and develop consumer recognition
May 2, 2011
Mr. B. Stephen Richardson
Energy Solutions, Inc.
8181 High Street
Dear Mr. Richardson:
I enjoyed meeting you at the recent fundraising dinner, and I especially was interested in learning
more about your business of providing energy solutions for commercial and residential properties. I
appreciated our conversation and your interest my efforts to open a green furniture retail store in this
area.
As we discussed, many businesses as well as individuals are working hard to go green. These efforts are
critical to the long-term impact on our environment. I believe there is a market for consumers who
want to find green furniture in a retail store; they will have confidence that all pieces have been
manufactured according to green standards. I envision a retail store where people can shop for all
kinds of green furniture: bedroom, dining room, kid’s room, living room, and even office/storage. In

addition to viewing floor samples, customers could select from catalogs with additional choices of
green furniture. I’ve enclosed a brochure with samples of this furniture. You’ll note that it is
contemporary, functional, and reasonable in cost, as well as manufactured green.
To launch this business venture, I have sought support from regional banks. Given the current
tightening of lending, banks in the area are reluctant to finance new businesses. Confident that you
understand the great investment potential of such a venture, I ask that you consider financing this new
venture. The climate is right for such a retail store, and the potential return could be substantial.
I hope you will contact me by the end of the week to schedule a time to further discuss the green
furniture opportunity. If you’re available to join me for lunch, that would be even better. You may
reach me at 770- 729-1346. I look forward to our conversation.
Sincerely,
Student’s Name
Enclosures

Contemporary logo design that will appear on ad campaigns and develop consumer recognition
May 2, 2011
Mr. B. Stephen Richardson
Energy Solutions, Inc.
8181 High Street
Dear Mr. Richardson:
I enjoyed meeting you at the recent fundraising dinner, and I especially was interested in learning
more about your business of providing energy solutions for commercial and residential properties. I
appreciated our conversation and your interest my efforts to open a green furniture retail store in this
area.
As we discussed, many businesses as well as individuals are working hard to go green. These efforts are
critical to the long-term impact on our environment. I believe there is a market for consumers who
want to find green furniture in a retail store; they will have confidence that all pieces have been
manufactured according to green standards. I envision a retail store where people can shop for all
kinds of green furniture: bedroom, dining room, kid’s room, living room, and even office/storage. In

TO: Shannon Hassell
FROM: Karen Moreau
DATE: February 22, 2011
SUBJECT: Build Team Spirit with Cooking Course
As we prepare to double the size of our firm by absorbing accountants from Chappell’s, I’ve
been brainstorming about some unique ways to develop a cohesive team. While merging
two former competitors has its challenges, developing some outstanding team building
events can make this transition easier.
With this need in mind, I’ve been thinking of an activity than would be more relaxing and
creative than a boring out-of-town brainstorming retreat or an outdoor excursion. One
interesting idea I discovered in my research on mergers and organizational change is the
team building activity of reality cooking courses. I’ve read about the organizational benefits
of culinary experiences; companies such as Chevron, Rio Tinto, and BP Refinery have
provided cooking classes where corporate teams work together. By preparing meals
together, such teams both strengthen ties and unveil weaknesses.
Please consider how we can build team spirit with a cooking event. I would like to meet
with you in the next few days to discuss the ideas I have for organizing this culinary
experience. I also think you will be very interested in the experiences other companies
have had with this team building activity. We can discuss a number of details including
logistics, required personnel, and budget. I will check with you tomorrow so that we can
select the best meeting time.

TO: Sean Hargett
FROM: Tom Garfield
DATE: June 6, 2011
SUBJECT: Planning for a Smooth Transition in Merger
As we prepare to merge the talents and resources of our firm with Maxwell’s, I have spent
hours thinking of ways to make this transition as smooth as possible. A thorough
orientation and a get-acquainted party are being planned. New desks have been selected
by our incoming associates; the general disposition in the air is positive.
Realistically, management realizes that the possibility for conflicts between two previously
competitive organizations is also something that we will need to address as issues arise.
However, these differences can be minimized by building strong interpersonal relationships
early in the process.
One of the appealing suggestions that I found in researching mergers and change in
organizations is the interactive learning experience of a ropes challenge course. Many
testify to the trust and credibility that are established as people perform a variety of
activities designed to develop communication, teamwork, and imaginative thinking. Plus
everyone seems to enjoy the opportunity to get away from the desk to “play.” I’ve
attached an article from Training & Development that gives an overview of how ropes
courses work and how they can encourage groups that need to work together profitably.
Continued

Fortunately for us, the nearest ropes course is located just five miles away at the Boy Scout
camp outside of Billingsley. The course meets accreditation standards, and Bill Moxley, the
facilitator, has been conducting team exercises there for over 12 years. I spoke with him
last week about the size of our group, dates available, and costs. Those details are also
attached. You will see that an entire day at the camp, including a catered lunch, averages
only $25 per person. We often spend much more in traveling across town for a conference.
Please consider an agreement to fund and organize this outing for all of our staff. Bill will
make arrangements as soon as we contact him with our plans. I believe we will reap
benefits for years to come from this experience, and we will create a new and exciting tale
for the history of the most progressive accounting firm in the city.
Attachments

Solution, Case 1, Part 1
STATE FARM INSURANCESTATE FARM INSURANCE
Jack Chiles, Independent Insurance AgentJack Chiles, Independent Insurance Agent
February 8, 2011
«TITLE» «FIRSTNAME» «LASTNAME»
«ADDRESS»
«CITY», «STATE» «ZIP»
Dear «TITLE» «LASTNAME»:
State Farm can make your financial dreams a reality. It has always been State Farm's
mission to help customers manage the risks of everyday life, recover from the unexpected,
and realize their dreams. Now our vision is to be your first and best choice in financial
products and services. State Farm, a leader in the insurance industry, is also a leader in the
financial services arena.
State Farm can offer you the Insurance and Financial Review, a free personalized service
that is all about you; your needs, your priorities, your future. As your State Farm agent, you
can meet with me to clarify and prioritize financial goals and dreams. Read the enclosed
brochure that describes this review, based on the Pyramid of Needs. This review will guide
your financial decisions and help analyze your risks, your dreams, and your legacy.
Continued

Solution, Case 1, Part 1 (Cont.)
As a long-standing customer, you know that we make it our business to be like a good
neighbor. State Farm's success is built on shared values—quality service and relationships,
mutual trust, integrity, and financial strength. Customers have convenient access to our
talents, experiences, and marketing partnership so they can to make wise financial
decision.
Call me this week at 589-555-9898 for information on the Insurance and Financial Review.
We can work at your pace and convenience to develop a well-planned course of action to
help achieve your financial goals. I look forward to receiving your call soon.
Sincerely,
Pam Hogan, Quoting Agent
Jack Chiles/State Farm Insurance
500 HOGAN STREET• PHOENIX, AZ 80621
PHONE: (589) 555-9898 • FAX: (589) 555-7755

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