business communication chapter 08 resource slides

Lecture and Resource slidesBusiness 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 MessagesChapter 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

literaturewatch

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 activespecific

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!

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.

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.

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.

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.

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.

Promoting a Product: 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

• 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

Promoting a Product: Why It Works

Continued


Promoting a Product: 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.


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

Promoting a Service: Why It Works (cont.)

• 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.

• 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.

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.

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

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 <[email protected]>

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 <[email protected]>

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, PresidentFROM: Melissa Carter, Sales Team ManagerDATE: March 16, 2011RE: 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.

Making a Persuasive Request: Why It Works (cont.)

• 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 longershopping cart

static look

community

contribution

Electronic Café

Solution, Activity 4

Chapter 8, Business Communication, 16e by Lehman and DuFrene 2011 Cengage Learning

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 HOSPITALSenior Day ServicesSenior Day Services

November 6, 2011

Mr. Russell Armstrong76 Everett StreetHarrisburg, 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.

Chapter 8, Business Communication, 16e by Lehman and DuFrene 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, AdministratorSenior Day Services

500 SHERMAN AVENUE • HARRISBURG, PA 17105PHONE: 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 RichardsonVice President, Production



TO: Sam HayfordFROM: Student’s NameDATE: June 16, 2011RE: 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.


Solution, Activity 9October 11, 2011

Mr. Lionel McClelland, Vice PresidentDell Corporation23 Greenlawn BoulevardRound 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 [[email protected]] 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, Agent304 Lucedale CenterRichmond, VA 22608804-523-1112 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 PartnerFROM: Student’s NameDATE: Current DateSUBJECT: 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 Camp423 Main Street, Suite 100Tuscaloosa, 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, ChairEFM Steering Committee

500 EVERGREEN STREET• TUSCALOOSA, AL 39408PHONE: (334) 555-9898 • FAX: (334) 555-7755


From:To:Subject:

All Teachers [[email protected]] Sent: 07/28/11 11:05 AMStudent 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, ChairEFM Steering Committee

500 Evergreen StreetTuscaloosa, AL 39408334.555.9898334.555.7575 (fax)[email protected]



Logo design will appear on letterhead, menu, order form, fax cover sheet, and order confirmation

May 2, 2011

Ms. Danielle MurphyDesigner Publications, Inc.8181 High StreetAtlanta, 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

EnclosuresChapter 8, Business Communication, 16e by Lehman and DuFrene 2011 Cengage Learning

Solution, Application 7, Part 3Top of form

ContinuedChapter 8, Business Communication, 16e by Lehman and DuFrene 2011 Cengage Learning

Have a picnic In your office (without the ants)

Gordon’s KitchenFaxFood 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

Solution, Application 7, Part 3Bottom of form



UNITED WAY—AUSTIN AREA CHAPTERUNITED WAY—AUSTIN AREA CHAPTER

May 4, 2011

Mr. Lawrence LancasterLancaster/Maughlin Architects408 Alamo WayAustin, 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 78903PHONE: (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-LawKeller & Jenkins Associates22728 Cross Grove Parkway, Suite 12Buckhead, 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 42513PHONE: (504) 555-9898 • FAX: (504) 555-7755



February 5, 2011

Mr. Thomas GatlinGTR Technologies265 Gould AvenueBoulder 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 BeckwithPresident



TO: Stephen MichelsFROM: Ralph AdamsDATE: June 6, 2011SUBJECT: 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.



105 Hollyberry Lane Kankakee, IL 60901-2143

January 29, 2011Mr. Neal MitchellPresidentFirst National Bank2140 Foggy Grove RoadKankakee, 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 AMAll Employees [[email protected]]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 [email protected]. 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 DirectorComPro, Inc.489 Staten Ferry RoadChicago, IL 74156907-423-1878


Solution, Application 14Street addressCity, State ZipDecember 5, 2011

Kyle McLachlan, Regional ManagerRadio Shack, Ohio1661 Hargrove RoadCincinnati, 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 RichardsonEnergy Solutions, Inc.8181 High StreetAtlanta, GA 30305-8181 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 RichardsonEnergy Solutions, Inc.8181 High StreetAtlanta, GA 30305-8181 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 HassellFROM: Karen MoreauDATE: February 22, 2011SUBJECT: 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 HargettFROM: Tom GarfieldDATE: June 6, 2011SUBJECT: 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 INSURANCEJack 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 AgentJack Chiles/State Farm Insurance

500 HOGAN STREET• PHOENIX, AZ 80621PHONE: (589) 555-9898 • FAX: (589) 555-7755
