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8 Cards in this Set
- Front
- Back
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Indirect Arrangement for Bad News LETTER
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-all about the tone-establishing the right attitude/easing the pain
-can do any Modified Block Style -Heading (letterhead and date line) -Opening (inside address and salutation) -Message (indirect strategy for Bad news) Buffer (relevant, positive, YOU attitude) Reasons/Explanation/Details (two well developed paragraphs Implicit Decision (only positive language- no red flags-do not refuse directly. Do more explaining and make her understand) Sales (1 paragraph. Sell enclosure and its contents Goodwill Closing (appreciation paragraph-winding down -Closing (Complimentary closing, company sig, writers sig block, reference initials, enclosure notation, copy notations, and postscript |
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Challenges of Indirectness
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-Establishing the right TONe and Attitude- easing the pain,
-Time management and organization -Avoid saying the bad news again, do not apologize for your decision, do not anticipate future problems dont use cliches |
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Direct refusal and its 3 ways to subordinate it
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suggest of what can be done rather than what can not be done
-Minimize the space devoted to it, -Subordinate it in a complex or compound sentence -embed it with a favorable material in the middle of a paragraph consider resale and or sales promotion |
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How to say no convincingly
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Make the reader believe that you and your company are not to blame
-Prewrite -think of yourself as the recipient -empathize with the reader (reject the application, not the applicant) -Make it possible for the reader to empathize with you -Use the reader's name in the letter-- this is professional and personal -Give specific compliments whenever possible -offer hope and encouragement if you can realistically do so -Say no slowly, accent the positive, but delay the negative -last lines of conclusion leave the strongest impression |
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Composing Sales and fundraising letters
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-ATTENTION
design a positive opening that awakens the reader promise a benefit to the reader two -five lines interest story (significant fact of product, solution to a problem -INTEREST state info clearly develop selling point, or explain urgency for funds feature product in physical description and reader benefits -DESIRE enlist one or more appeals to suppose the central idea (selling or fundraising) enclose a brochure Emphasize reader benefit sturdiness, add graphs if needed anticipate and answer the readers questions provide testimonials offer a free trial -ACTION clearly state the action you desire provide how to order, donate or contact you offer special inducement to act (special price for a short time, etc) supply a final benefit |
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Preliminary consideration for a sales letter
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-knowing your product and your reader
-Study both, and develop a strategy that will bring the two together -choose either rational or emotional appeals then develop the appeal |
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Letter plan of a sales letter
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-OPENING
set up sales presentation and gain attention -BODY use imagination, persuasive language, and you-viewpoint -CLOSING Drive for the sale, making it clear and using appropriate strength urge immediate action may recall basic appeal in final words |
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Sales letter involves what various concepts
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-SALES PRINCIPLES (KNOWLEDGE)
product market customer competition -PROOFS Samples guarantees testimonials trial offers statistics -TECHNIQUES Pictures gimmicks samples -LISTS Customer Directories associations |
