《内容神州大地》PPT课件

Ch.7-1,Chapter7,PersuasiveMessages,Ch.7-2,OpeningObtainthereadersattentionandinterest.BodyExplainlogicallyandconciselythepurposeofyourrequest.Reduceresistancewithcounterarguments;establishcredibility.,WritingPlanforaPersuasiveRequest,Ch.7-3,WritingPlanforaPersuasiveRequest,ClosingAskforaparticularaction.Makeiteasytorespond.Showcourtesyandrespect.,Ch.7-4,PersuasiveRequestFour-ParagraphLetter,Paragraph1.Obtainthereadersattention.Paragraph2.Givebackgroundsituationatyourplaceofwork.Paragraph3.Giveinformationonhowothercompanieshandlethesituation.Paragraph4.Closewithanactionend-date.,Ch.7-5,Beginwithacompliment,pointofagreement,statementoftheproblem,orbriefreviewofactionyouhavetakentoresolvetheproblem.Provideidentifyingdata.Explainwhythereceiverisresponsible.,TipsforComplaints,Ch.7-6,Enclosedocumentcopiessupportingyourclaim.Appealtothereceiversfairness,ethicalandlegalresponsibilities,anddesireforcustomersatisfaction.Describeyourfeelingsandyourdisappointment.,TipsforComplaints,Ch.7-7,TipsforComplaints,Avoidsoundingangry,emotional,orirrational.Closebytellingexactlywhatyouwantdone.,Ch.7-8,Mr.JohnM.WatsonRetailCreditDepartmentUnionNationalBankP.O.Box2051LittleRock,AR72203DearMr.Watson:YouhavechargedmywifesVisaaccountwitherroneousover-the-limitchargesthatarequiteunfair,andIamveryupsetaboutit.,IneffectivePersuasiveRequestLetter,Ch.7-9,Howcanwebechargedwithover-the-limitchargeswhennearlyeveryoneofthechargeswasapproved?WedontkeeparunningrecordofourVisaaccountandallourcreditpurchasesonit,sowedidnotknowthatwewereclosetothelimit.BetweenAugust7andSeptember27wemade12purchases.Wewerechargeda$10feeforeachofthese12transactionsbecauseweexceededourcreditlimit.However,10ofthesetransactionswerephonedinforapproval,andALLWEREAPPROVED!Whyweretheyapprovedifwewereoverourcreditlimit?Obviously,wewouldnothavecontinuedtomakepurchasesifwehadknownwewereoverourlimit.,IneffectivePersuasiveRequestLetter,Ch.7-10,Itseemstomethatyourapprovalsystemisatfaulthere.Andwhyarentnewcardholdersinformedofyourrules?Thechargeswemadeexceedingthelimitwereclearlyunintentional.Furthermore,ouractionsweremadeonthebasisofmisinformationanderrorsonthepartofyourcreditprocessors.Angrilyyours,IneffectivePersuasiveRequestLetter,Ch.7-11,Discussion:1.Doestheopeningobtainthereadersattentioninapositivemanner?2.Whydoesthewriterthinkthatthe$120penaltyisunreasonable?Doesthewriterofferconvincingreasons?Aretheylogicallypresented?3.Doesthewritertrytoblamethebankforthepenalty?,IneffectivePersuasiveRequestLetter,Ch.7-12,Discussion:4.Whatactiondoesthewriterseek?5.Isthatactionclearlystated?6.Doesthelettershowcourtesyandrespect?7.Howwouldyoufeelifyouwerethereceiver?,IneffectivePersuasiveRequestLetter,Ch.7-13,DearMr.Watson:SUBJECT:“Over-the-Limit”CreditCardChargesBecauseofthewideacceptanceoftheVisacreditcardandbecauseofyourbanksattractiveinterestrate,mywifeandIwereeagertobecomecardholderstwoyearsago.Recently,however,weexperiencedachargetoouraccountthatwewouldliketodiscusswithyou.BetweentheperiodofAugust7andSeptember27,wemade12,ImprovedPersuasiveRequestLetter,Ch.7-14,smallpurchases.Tenofthesepurchasesweregiventelephoneapproval.Whenwereceivedourlaststatement,acopyofwhichisenclosed,weweresurprisedtoseethatwewerecharged$10eachforthesepurchasesbecauseouraccountwasoverourlimit.Thetotalchargewas$120.Ofcourse,weshouldhavebeenmoreawareofourlimitandthenumberofchargesthatweweremakingagainstouraccount.Weassumed,however,thatifourpurchasesreceivedtelephoneapprovalfromyourcreditprocessors,wewerestillwithinourcreditlimit.,ImprovedPersuasiveRequestLetter,Ch.7-15,ImprovedPersuasiveRequestLetter,Pleaseexamineouraccount,Mr.Watson,andreconsiderthispenalty.Sincewehaveneverexceededourcreditlimitinthepastandsincewehadreceivedtelephoneapprovalformostofthechargesinquestion,wefeelthatthe$120chargeshouldberemoved.Sincerely,Ch.7-16,1.About15monthsagoyoursmooth-talkingsalespersonseducedusintobuyingyourModelRXcopier,whichhasbeennothingbuttroubleeversince.2.Ifyouwillcheckyourrecords,youwillundoubtedlydiscoverthatwefirstobtainedourmodelRXcopier15monthsago.ItwasinstalledinourLegalDepartment.,Whichofthefollowingopeningsareeffective?,GoodandBadOpeningsforPersuasiveRequests,Ch.7-17,3.WhenwepurchasedourModelRXcopier15monthsago,wehadhighexpectationsforitsperformance.4.Weneedaspeakerforourgraduationceremony,andyournamewassuggested.5.WouldyoubeabletospeakatourgraduationceremonyonJune7?,Whichofthefollowingopeningsareeffective?,GoodandBadOpeningsforPersuasiveRequests,Ch.7-18,GoodandBadOpeningsforPersuasiveRequests,6.Werealizethatyouareanextremelybusyindividualandthatyoumustbebookedupmonthsinadvance,butwoulditbepossibleforyoutospeakatourgraduationceremonyonJune7?7.YouwerevotedbyourstudentsasthespeakertheywouldmostliketohearatgraduationonJune7.,Whichofthefollowingopeningsareeffective?,Ch.7-19,HonorableDavidH.DavisCaliforniaHouseofRepresentativesSacramento,CA95030DearMr.Davis:WouldyoubeinterestedinspeakingtothestudentsatFoothillCollege?IfyouwouldbeintownonApril16,ourAssociatedStudentOrganizationishavingaCareerAwarenessDay.Manyofour,IneffectiveFavorRequest,Ch.7-20,15,000students(andmostareregisteredvotersinyourdistrict)willbeattendingthisfunctionwherethreemajorspeakershavebeeninvited.Wehopetofindgoodspeakersfromindustry,education,andpolitics.OurASOvotedyouthepoliticiantheywouldmostliketohear.Wecouldofferyou30minutestoimpartinformationaboutpoliticsasacareer,itsrewards,anditspunishments.OurCareerAwarenessDaywillcontaininformationbooths;studentscantalkaboutcareersandlearnaboutthematthese,IneffectiveFavorRequest,Ch.7-21,booths.Thenthethreespeakerswillfollowtheseboothsat12noonintheCampusCenter.LetmeknowbyMarch15ifyoudliketobeoneofourspeakers.Wedenjoyhavingyouanditcouldbegoodforyou,too.Ifyouletmeknowearlyenough,wecangetsomepublicityout.Sincerely,IneffectiveFavorRequest,Ch.7-22,1.Startsoutdirectlywithaquestionthatcouldbeanswerednegatively2.Providesaneasyexcuseforrefusal(insecondsentence)3.Failstoemphasizereaderbenefits(opportunitytoinfluence15,000potentialvoters),Discussthefaultsinthepreviousletter.,IneffectiveFavorRequest,Ch.7-23,4.Lacksunityinsentencesandparagraphs5.Focusesonwritersviewpointratherthanonreaders6.Usesimprecisewordsandinappropriatesyntax7.Closeswithoutmakingiteasyforreadertograntfavor,Discussthefaultsinthepreviousletter.,IneffectiveFavorRequest,Ch.7-24,HonorableDavidH.DavisCaliforniaHouseofRepresentativesSacramento,CA95030DearMr.Davis:Over15,000studentsattendFoothillCollege,andmanyareregisteredvotersinyourdistrict.OnThursday,April16,youwillbeabletointroduceyourselftothesepotentialvotersattheAssociatedStudentOrganizationsCareerAwarenessDay.Onthisdayweplantohavethreemajor,ImprovedFavorRequest,Ch.7-25,speakersrepresentingindustry,education,andpolitics.OurCareerAwarenessDayfeaturesinformationboothswherestudentsmaylearnmoreaboutspecificcareers.TheprogramculminateswiththemajoraddressesgivenintheCampusCenterat12noon.Asoneofthethreefeaturedspeakers,youwouldhave30minutestodescribeacareerinpoliticsanditsrewardsandpossibledrawbacks.YouwereselectedbyourASOasthepoliticiantheywouldmostliketohear.TogiveFoothillstudentsanopportunitytomeetyouandtolearnaboutacareerinpolitics,pleasecallmeat320-5832toconfirm,ImprovedFavorRequest,Ch.7-26,ImprovedFavorRequest,thisspeakingengagement.WewillneedyourapprovalbyMarch15sothatappropriatepublicitymaybeprepared.Cordially,Ch.7-27,OpeningCapturetheattentionofthereader.BodyParagraph2Emphasizeacentralsellingpointandthebenefitsoftheproductoridea.Appealtotheneedsofthereader.Createadesirefortheproduct.BodyParagraph3Giveproof.Statethenumberofindividualswhohaveusedtheproject.Suggestresearchshowsthattheproductishelpful.ETC.,WritingPlanforaSalesLetter,Ch.7-28,WritingPlanforaSalesLetter,ClosingStimulatethereadertoact.Indicateaspecialofferanddatefortheaction.,Ch.7-29,SalesFour-ParagraphLetter-SUMMARY,Paragraph1.Getattentionsoreaderwillcontinuereadingtheletter.Paragraph2.Givebenefitsoftheproduct.Paragraph3.Giveproof.Forexample,indicatehowmanysaleshavebeenmadeorwhatresearchshowsabouttheproduct.Paragraph4.Closeandgetaction.Useanenddate.Offeranincentivetopurchaseearly.,Ch.7-30,1.OfferFollowmyentryinstructions,andyoucouldbethesolewinnerofONEMILLIONDOLLARS!2.ProductFeatureSixOmahasteakfiletsfromfine,corn-fedbeefcanbeyoursforonly$62.95.,Attention-GettersforSalesLetters,Ch.7-31,3.QuestionDoyouyearnforanhonest,fulfillingrelationship?4.StartlingStatementDrunkdriversinjureorcripplemorethan500,000victimseveryyear!,Attention-GettersforSalesLetters,Ch.7-32,Attention-GettersforSalesLetters,5.StoryTommyG.doesntliveinaneighborhoodlikeyours.Hehasgrownupinaneighborhoodwithdirtyalleywaysanddrugdealers.Ifonlyhecouldgotocamp,hedseehowbeautifullifecanbe.,Ch.7-33,DearCameraOwner:Hi!ImJimJohnsonandImaskingyoutocontinuetouseKentColorLabsfortheprocessingofyourfilm.Wevebeeninbusinessforalongtimeandourcustomerstellustheyarequitesatisfiedwithourserviceandthequalityofourprocessing.Wefeelthatyoucantgetbetterpricesanywhere.Wearealsoveryproudofourguarantee.Nomatterwhatwereceivefromyou,you,IneffectiveSalesLetter,Ch.7-34,IneffectiveSalesLetter,dontriskacent.Weofferawholerangeofotherservices-reprints,posters,slides,disks,andmuchmore.Furthermore,weareverycarefulwithyourfilm;wetreatitaswetreatourown.Areyoutiredofaskingyourself,WhereshouldIgetmyfilmdeveloped?Well,KentColorlabsistheplacetogo.WerelyontheU.S.mailforourbusiness,andthisletterisourwayofaskingforyourbusiness.Sendusyournextrolloffilmtobedevelopedassoonasyoufinishit.Sincerely,Ch.7-35,1.Doestheopeninggrabyourattention?2.Isacentralsellingpointdeveloped?3.Istheletterwrittenfromthereadersperspective?4.Shouldthisletterdeveloprationaloremotionalappeals?,DiscussionforIneffectiveSalesLettertoCameraOwner,Ch.7-36,DiscussionforIneffectiveSalesLettertoCameraOwner,5.Doestheletteruseconcreteexamples?6.Doesitbuildconfidenceintheproductorservice?7.Doesitstimulateactionintheclosing?8.DoesthislettershowPROOF?,Ch.7-37,DearCameraOwner:AmyEvans,ofHouston,Texas,recentlywrotetoussaying,IjustwantedtoletyouknowthatthepicturesyoudevelopedformeearlierwerethebestpicturesIhaveeverreceived.AndIcantbelieveIreceivedthemsoquickly!Ifyouarelookingforqualityfilmdeveloping,speedyturnaround,and,mostimportantly,reliabilityconsiderKentColorLabs.Hereswhyourcustomerskeepreturning:Yougetlowfilmprocessingpricesandexcellentquality.,ImprovedSalesLetter,Ch.7-38,Yougetawholerangeofservicesreprints,enlargements,giantphotoposters,walletphotos,slides,movies,discs,andmore.Yougetfilmmailingenvelopesmanufacturedfromspeciallong-fiberedpapermakingthemstrongerthannormalenvelopes.Yougetconveniencenomorestandinginlineatthedrugstoreorcamerastore.Anditsfuntoreceivemail!Werebestknown,however,forourreliability.Wevebeeninbusinessformorethan47years.Theminutewereceiveyourorder,itsprocessed!Youcancountonthateverytime.,ImprovedSalesLetter,Ch.7-39,Becauseweresocertainthatyouwillbepleased,weguaranteeeveryrolloffilm.Ifyourenotsatisfied,simplyreturnthewholepackage.Wewillcheerfullyrefundyourmoneyandsendyoufreefilmandacoupontogetthatfilmprocessedwithoutcharge.Thisisthebestguaranteeinthebusiness.Wewantyourbusiness.Rightnow,finishthatfilminyourcamera.Grabapen,fillouttheenclosedmailer,anddropitinthemail.Sincerely,ImprovedSalesLetter,Ch.7-40,ImprovedSalesLetter,P.S.Ifyourespondwithinoneweek,wellprocessyourorderatanadditionalsavingsof20percent.,Ch.7-41,SalesLetter,DearMrs.GarciaEnclosedpleasefindthematerialsyourequestedforinformationonourelectricscooters.Foradditionalinformation,pleasevisitourWebsiteat.Ourelectricscootersfeaturethefollowingaccessories:redhorns,adjustableseats,and1.2literengines.Inaddition,thescootercomewitha5-yearwarrantytocoverallengineparts!Scooterhasbeenaglobalsupplierofelectricscooterssince1965hasofficesinNewYork,Chicago,Shanghai,andLondon.Wehaveservedover1000customers.Ifyouhaveanyquestions,pleasee-orfaxusat888.555.8888.IfyourespondbyJuly1,200-,youwillreceiveafreehorn.Sincerely(Remembertoincludetheinsideandreturnaddressalongwiththecurrentdate.RememberoneideaperparagraphforALLletters.Usefullblock;donotindentparagraphs.),Ch.7-42,UnsolicitedSalesLetter,DearMr.TomGeneralElectricisaprimaryuserofourplasticproducts,andweinviteyoutobecomeoneofourcustomers!Ourproductsincludeplasticmaterials,plasticassembliesandholdingsystems,andplasticconnectors.Foradditionalinformation,pleasevisitourWebsiteat.PreisnerPlasticshasbeenaglobalsupplierofplasticproductssince1965hasofficesinNewYork,Chicago,Shanghai,andLondon.Wehaveservedover1000customers.Ifyouhaveanyquestionsorwishustosendyou“TheProfileofPreisnerPlastics”brochure,pleasee-orfaxusat888.555.1111.SincerelyRemembertoincludetheinsideandreturnaddressalongwiththecurrentdate.RememberoneideaperparagraphforALLletters.Usefullblock;donotindentparagraphs.),Ch.7-43,OnlineSalesLetters,DearMr.PadillaLastweekwereceivedyournamefromanInternetliststatingthatyouareinterestedinmagnetsandmagneticassemblies.LAMagsisthecompanytofillyourneeds.Asanexperiencedmanufacturerandsupplierofmagnets,magneticassemblies,andmagnethealthproducts,weinviteyouvisitourWebsiteathttp:/www.LAMforinformationonourlinesofmagnets.LAMagsisaglobalsupplierformagneticproductswithofficesinLosAngles,Bejing,andLondon.Wehavebeeninbusinesssince1983andhaveover5000satisfiedcustomers.Ifyouwish,pleaseletusknowifyouwouldlikeustosendyou“TheProfileofLAMags”brochure.Welookforwardtodoingbusinesswithyouinthefuture.SincerelyP.S.:Wehopeyouenjoyedreceivingthismessage.However,ifyouwouldrathernotreceiveanyfuturenoticesofthissortone-mail,pleaseletusknow.,Ch.7-44,TipsforWritingOnlineSalesMessages,Sendonlytargeted,never“blanket”mailings.Strivetocreaterelationshipwithreceivers;offersomethingspecialjustforthem.Keepthemessageshortandconversational.Focusonthe“you”view.Developonlyoneortwocentralsellingpoints.Makeiteasytorespond.Conveyatoneofsincerity.Provideameansforbeingremovedfrommailinglist.,Ch.7-45,1.Atwhataudienceistheletteraimed?2.Istheappealemotionalorrational?Istheappealeffective?3.Istheopeningeffective?4.Whattechniquescapturethereadersattention?,ChecklistforAnalyzingaSalesLetter,Ch.7-46,5.Isacentralsellingpointemphasized?6.Doestheletteremphasizereaderbenefits?7.Whataresomeexamplesofconcretelanguage?,ChecklistforAnalyzingaSalesLetter,Ch.7-47,8.Howisconfidenceintheproductorservicedeveloped?9.Howispriceintroduced?10.Whatactionistobetakenandhowisthereadermotivatedtotakethataction?,ChecklistforAnalyzingaSalesLetter,Ch.7-48,PersuasiveRequestLetter,Companiesareconstantlydevelopingnewprogramstogivethemselvesacompetitiveadvantage.Programssuchasinternshipsarebeingimplementedbymoreandmorecompanieseachyear.Internshipscanprovidesubstantialbenefitsnotonlytotheintern,buttothecompanyaswell.Therefore,IamelectingthatweimplementaninternshipprogramatRobinsonsMay.Internshipsoffermanyprofessionaladvantages,theseadvantagesconsistof:freelabor,freeemployeebenefits,helpwithseasonalworkloaddemands,andfutureemployeerecruitment.Throughinternships,thecompanycangainareputationamongcollegestudentsandacquiregoodpublicrelations.Ifinternsarerecruitedtothecompanyaftergraduation,thecompanycanspendlessmoneyontherecruitmentandtrainingprocess.Theadvantagesthatinternsreceivearebeneficialtothemaswell.Internshavetheabilitytoworkinaprofessionalatmosphere,gainworkexperienceintheirprofessionalfield,receivecollegecredit,becomeprospectiveemployees,andresumenotation.Researchshowsthatinternsmakededicatedemploye