《内容神州大地》PPT课件.ppt

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

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

3、 situation.Paragraph 4.Close with an action end-date.,Ch.7-5,Begin with a compliment,point of agreement,statement of the problem,or brief review of action you have taken to resolve the problem.Provide identifying data.Explain why the receiver is responsible.,Tips for Complaints,Ch.7-6,Enclose docume

4、nt copies supporting your claim.Appeal to the receivers fairness,ethical and legal responsibilities,and desire for customer satisfaction.Describe your feelings and your disappointment.,Tips for Complaints,Ch.7-7,Tips for Complaints,Avoid sounding angry,emotional,or irrational.Close by telling exactl

5、y what you want done.,Ch.7-8,Mr.John M.WatsonRetail Credit DepartmentUnion National BankP.O.Box 2051Little Rock,AR 72203 Dear Mr.Watson:You have charged my wifes Visa account with erroneous over-the-limit charges that are quite unfair,and I am very upset about it.,Ineffective Persuasive Request Lett

6、er,Ch.7-9,How can we be charged with over-the-limit charges when nearly every one of the charges was approved?We dont keep a running record of our Visa account and all our credit purchases on it,so we did not know that we were close to the limit.Between August 7 and September 27 we made 12 purchases

7、.We were charged a$10 fee for each of these 12 transactions because we exceeded our credit limit.However,10 of these transactions were phoned in for approval,and ALL WERE APPROVED!Why were they approved if we were over our credit limit?Obviously,we would not have continued to make purchases if we ha

8、d known we were over our limit.,Ineffective Persuasive Request Letter,Ch.7-10,It seems to me that your approval system is at fault here.And why arent new cardholders informed of your rules?The charges we made exceeding the limit were clearly unintentional.Furthermore,our actions were made on the bas

9、is of misinformation and errors on the part of your credit processors.Angrily yours,Ineffective Persuasive Request Letter,Ch.7-11,Discussion:1.Does the opening obtain the readers attention in a positive manner?2.Why does the writer think that the$120 penalty is unreasonable?Does the writer offer con

10、vincing reasons?Are they logically presented?3.Does the writer try to blame the bank for the penalty?,Ineffective Persuasive Request Letter,Ch.7-12,Discussion:4.What action does the writer seek?5.Is that action clearly stated?6.Does the letter show courtesy and respect?7.How would you feel if you we

11、re the receiver?,Ineffective Persuasive Request Letter,Ch.7-13,Dear Mr.Watson:SUBJECT:“Over-the-Limit”Credit Card ChargesBecause of the wide acceptance of the Visa credit card and because of your banks attractive interest rate,my wife and I were eager to become cardholders two years ago.Recently,how

12、ever,we experienced a charge to our account that we would like to discuss with you.Between the period of August 7 and September 27,we made 12,Improved Persuasive Request Letter,Ch.7-14,small purchases.Ten of these purchases were given telephone approval.When we received our last statement,a copy of

13、which is enclosed,we were surprised to see that we were charged$10 each for these purchases because our account was over our limit.The total charge was$120.Of course,we should have been more aware of our limit and the number of charges that we were making against our account.We assumed,however,that

14、if our purchases received telephone approval from your credit processors,we were still within our credit limit.,Improved Persuasive Request Letter,Ch.7-15,Improved Persuasive Request Letter,Please examine our account,Mr.Watson,and reconsider this penalty.Since we have never exceeded our credit limit

15、 in the past and since we had received telephone approval for most of the charges in question,we feel that the$120 charge should be removed.Sincerely,Ch.7-16,1.About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier,which has been nothing but trouble ever sinc

16、e.2.If you will check your records,you will undoubtedly discover that we first obtained our model RX copier 15 months ago.It was installed in our Legal Department.,Which of the following openings are effective?,Good and Bad Openings for Persuasive Requests,Ch.7-17,3.When we purchased our Model RX co

17、pier 15 months ago,we had high expectations for its performance.4.We need a speaker for our graduation ceremony,and your name was suggested.5.Would you be able to speak at our graduation ceremony on June 7?,Which of the following openings are effective?,Good and Bad Openings for Persuasive Requests,

18、Ch.7-18,Good and Bad Openings for Persuasive Requests,6.We realize that you are an extremely busy individual and that you must be booked up months in advance,but would it be possible for you to speak at our graduation ceremony on June 7?7.You were voted by our students as the speaker they would most

19、 like to hear at graduation on June 7.,Which of the following openings are effective?,Ch.7-19,Honorable David H.DavisCalifornia House of RepresentativesSacramento,CA 95030Dear Mr.Davis:Would you be interested in speaking to the students at Foothill College?If you would be in town on April 16,our Ass

20、ociated Student Organization is having a Career Awareness Day.Many of our,Ineffective Favor Request,Ch.7-20,15,000 students(and most are registered voters in your district)will be attending this function where three major speakers have been invited.We hope to find good speakers from industry,educati

21、on,and politics.Our ASO voted you the politician they would most like to hear.We could offer you 30 minutes to impart information about politics as a career,its rewards,and its punishments.Our Career Awareness Day will contain information booths;students can talk about careers and learn about them a

22、t these,Ineffective Favor Request,Ch.7-21,booths.Then the three speakers will follow these booths at 12 noon in the Campus Center.Let me know by March 15 if youd like to be one of our speakers.Wed enjoy having you and it could be good for you,too.If you let me know early enough,we can get some publi

23、city out.Sincerely,Ineffective Favor Request,Ch.7-22,1.Starts out directly with a question that could be answered negatively2.Provides an easy excuse for refusal(in second sentence)3.Fails to emphasize reader benefits(opportunity to influence 15,000 potential voters),Discuss the faults in the previo

24、us letter.,Ineffective Favor Request,Ch.7-23,4.Lacks unity in sentences and paragraphs5.Focuses on writers viewpoint rather than on readers6.Uses imprecise words and inappropriate syntax7.Closes without making it easy for reader to grant favor,Discuss the faults in the previous letter.,Ineffective F

25、avor Request,Ch.7-24,Honorable David H.DavisCalifornia House of RepresentativesSacramento,CA 95030Dear Mr.Davis:Over 15,000 students attend Foothill College,and many are registered voters in your district.On Thursday,April 16,you will be able to introduce yourself to these potential voters at the As

26、sociated Student OrganizationsCareer Awareness Day.On this day we plan to have three major,Improved Favor Request,Ch.7-25,speakers representing industry,education,and politics.Our Career Awareness Day features information booths where students may learn more about specific careers.The program culmin

27、ates with the major addresses given in the Campus Center at 12 noon.As one of the three featured speakers,you would have 30 minutes to describe a career in politics and its rewards and possible drawbacks.You were selected by our ASO as the politician they would most like to hear.To give Foothill stu

28、dents an opportunity to meet you and to learnabout a career in politics,please call me at 320-5832 to confirm,Improved Favor Request,Ch.7-26,Improved Favor Request,this speaking engagement.We will need your approval by March 15 so that appropriate publicity may be prepared.Cordially,Ch.7-27,OpeningC

29、apture the attention of the reader.Body Paragraph 2Emphasize a central selling point and the benefits of the product or idea.Appeal to the needs of the reader.Create a desire for the product.Body Paragraph 3Give proof.State the number of individuals who have used the project.Suggest research shows t

30、hat the product is helpful.ETC.,Writing Plan for a Sales Letter,Ch.7-28,Writing Plan for a Sales Letter,ClosingStimulate the reader to act.Indicate a special offer and date for the action.,Ch.7-29,Sales Four-Paragraph Letter-SUMMARY,Paragraph 1.Get attention so reader will continue reading the lette

31、r.Paragraph 2.Give benefits of the product.Paragraph 3.Give proof.For example,indicate how many sales have been made or what research shows about the product.Paragraph 4.Close and get action.Use an end date.Offer an incentive to purchase early.,Ch.7-30,1.OfferFollow my entry instructions,and you cou

32、ld be the sole winner of ONE MILLION DOLLARS!2.Product FeatureSix Omaha steak filets from fine,corn-fed beef can be yours for only$62.95.,Attention-Getters for Sales Letters,Ch.7-31,3.QuestionDo you yearn for an honest,fulfilling relationship?4.Startling StatementDrunk drivers injure or cripple more

33、 than 500,000 victims every year!,Attention-Getters for Sales Letters,Ch.7-32,Attention-Getters for Sales Letters,5.StoryTommy G.doesnt live in a neighborhood like yours.He has grown up in a neighborhood with dirty alleyways and drug dealers.If only he could go to camp,hed see how beautiful life can

34、 be.,Ch.7-33,Dear Camera Owner:Hi!Im Jim Johnson and Im asking you to continue to use Kent Color Labs for the processing of your film.Weve been in business for a long time and our customers tell us they are quite satisfied with our service and the quality of our processing.We feel that you cant get

35、better prices anywhere.We are also very proud of our guarantee.No matter what we receive from you,you,Ineffective Sales Letter,Ch.7-34,Ineffective Sales Letter,dont risk a cent.We offer a whole range of other services-reprints,posters,slides,disks,and much more.Furthermore,we are very careful with y

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

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

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

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

40、stomers keep returning:You get low film processing prices and excellent quality.,Improved Sales Letter,Ch.7-38,You get a whole range of servicesreprints,enlargements,giant photo posters,wallet photos,slides,movies,discs,and more.You get film mailing envelopes manufactured from special long-fibered p

41、aper making them stronger than normal envelopes.You get convenienceno more standing in line at the drugstore or camera store.And its fun to receive mail!Were best known,however,for our reliability.Weve been inbusiness for more than 47 years.The minute we receive yourorder,its processed!You can count

42、 on that every time.,Improved Sales Letter,Ch.7-39,Because were so certain that you will be pleased,we guarantee every roll of film.If youre not satisfied,simply return the whole package.We will cheerfully refund your money and send you free film and a coupon to get that film processed without charg

43、e.This is the best guarantee in the business.We want your business.Right now,finish that film in your camera.Grab a pen,fill out the enclosed mailer,and drop it in the mail.Sincerely,Improved Sales Letter,Ch.7-40,Improved Sales Letter,P.S.If you respond within one week,well process your order at an

44、additional savings of 20 percent.,Ch.7-41,Sales Letter,Dear Mrs.GarciaEnclosed please find the materials you requested for information on our electric scooters.For additional information,please visit our Web site at.Our electric scooters feature the following accessories:red horns,adjustable seats,a

45、nd 1.2 liter engines.In addition,the scooter come with a 5-year warranty to cover all engine parts!Scooter has been a global supplier of electric scooters since 1965 has offices in New York,Chicago,Shanghai,and London.We have served over 1000 customers.If you have any questions,please e-mail us at o

46、r fax us at 888.555.8888.If you respond by July 1,200-,you will receive a free horn.Sincerely(Remember to include the inside and return address along with the current date.Remember one idea per paragraph for ALL letters.Use full block;do not indent paragraphs.),Ch.7-42,Unsolicited Sales Letter,Dear

47、Mr.TomGeneral Electric is a primary user of our plastic products,and we invite you to become one of our customers!Our products include plastic materials,plastic assemblies and holding systems,and plastic connectors.For additional information,please visit our Web site at.PreisnerPlastics has been a g

48、lobal supplier of plastic products since 1965 has offices in New York,Chicago,Shanghai,and London.We have served over 1000 customers.If you have any questions or wish us to send you“The Profile of PreisnerPlastics”brochure,please e-mail us at or fax us at 888.555.1111.SincerelyRemember to include th

49、e inside and return address along with the current date.Remember one idea per paragraph for ALL letters.Use full block;do not indent paragraphs.),Ch.7-43,Online Sales Letters,Dear Mr.PadillaLast week we received your name from an Internet list stating that you are interested in magnets and magnetic

50、assemblies.LAMags is the company to fill your needs.As an experienced manufacturer and supplier of magnets,magnetic assemblies,and magnet health products,we invite you visit our Web site at for information on our lines of magnets.LAMags is a global supplier for magnetic products with offices in Los