The Persuasive Letter

Four Steps for Structuring Bad News Messages.

The four - step approach for structuring bad news messages is as follows:

1. Present a neutral statement.

2. Provide explanation.

3. State the bad news.

4. Provide an off-the-bad-news ending.

Text 8

Harvey Stone is an officer of the Lions Club in your hometown. This organization is trying to raise enough money to build a recreation center for the youth of the city. One of Harvey's tasks with the organization is to make formal, written requests for donations of dollars and materials. He plans to write to the three lumber yard owners in town and ask them for money or materials to construct the building. His task is to persuade the readers to make donations.

Which of the following approaches would stand the better chance of obtaining the desired result - to get the money?

1. Begin by asking for a donation of dollars or materials.

2. Follow by explaining what the Lions Club plans to do with the money and how the money will help accomplish the organization's goals.

3. Admit understanding how difficult it is for companies to respond to all requests.

4. Close by expressing hope that the Lions Club will get widespread cooperation from many businesses in town.

or:

1. Begin by gaining the attention of the reader.

2. Follow by explaining the goal and how the goal will aid thecommunity.

3. Explain how the reader's participation in the projectwill benefit the reader's company.

4. Identify the ways that the reader's company could participate.

5. Close by asking the reader to donate money or materials to become a contributing partner in this community project.

The writer of a persuasive message must first assume that the reader will not want to comply with the request. Therefore, as the writer, Harvey Stone must convince the lumber yard owners that the request will benefit them and community youth. If Harvey makes the request at the beginning of the letter, the recipients may well stop reading before they learn enough about the request to make the best decision. Harvey has a better chance of getting the owners to read the details if he gets their attention at the beginning. He can then give the details, which need to emphasize the benefits to them and others of what Harvey will request them to do. In this example, Harvey must provide enough explanation of how the donation of money or materials will benefit the lumber companies and community youth.

Summary of Message Situation:

1. What is the message?

«Please donate money or materials.»

2. How will the reader react?

The reader will not be initially interested.

3. Which approach will work best?

Indirect-inductive

Дата добавления: 2014-12-26