Marketing and sales messages are covered by a wide range of laws and regulations.

Marketers have a responsibil-

ity to stay up to date on laws and regulations that restrict promotional messages.

As marketing and selling grow increasingly complex, so do the legal ramifications of marketing and sales messages. In the United States, the Federal Trade Commission (FTC) and other federal, state, and local authorities can penalize advertisers that violate standards for truthful advertising and other regulations. All marketers need to understand these basic legal aspects of promotional communication:15

■Marketing and sales messages must be truthful and nondeceptive. The FTC considers messages to be deceptive if they (a) include statements that are likely to mislead reasonable customers and the statements are an important part of the purchasing decision,

(b)fail to include important information, or (c) imply deceptive claims without actually making them.

■You must back up your claims with evidence. According to the FTC, offering a moneyback guarantee or providing letters from satisfied customers is not enough; you must still be able to support your claims with objective evidence such as a survey or scientific study.

■“Bait and switch” advertising is illegal. Trying to attract buyers by advertising a product that you don’t intend to sell—and then trying to sell them another (and usually more expensive) product—is illegal.

■Marketing messages and websites aimed at children are subject to special rules. For example, online marketers must obtain consent from parents before collecting personal information about children under age 13.

■Marketing and sales messages are considered binding contracts in many states. If you imply or make an offer and then can’t fulfill your end of the bargain, you can be sued for breach of contract.

■In most cases, you can’t use a person’s name, photograph, or other identity without permission. Doing so is considered an invasion of privacy. You can use images of people considered to be public figures as long as you don’t unfairly imply that they endorse your message.

Marketers also need to be up to date on the latest regulations affecting “spam” (unsolicited bulk email), customer privacy, and data security. The FTC website at www.ftc.gov is a good place to start.

For the latest information on writing persuasive messages, visit http://real-timeupdates

.com/bce6 and click on Chapter 9.

1 OBJECTIVE Apply the three-step writing process to persuasive messages.

To plan persuasive messages, carefully clarify your purpose to make sure you focus on a single goal. Understand audience needs, which can involve research to identify relevant demographic and psychographic variables and to assess audience motivations. Persuasive messages usually ask people

to give up time, money, or other resources, so gathering the right information to convince readers of the benefits of responding is essential. Media choices need to be considered carefully, particularly with marketing and sales messages in a social media landscape. For organizing persuasive messages, you will usually want to choose the indirect approach in order to establish awareness and interest before asking the audience to take action.

When writing persuasive messages, use positive and polite language, understand and respect cultural differences, be sensitive to organizational cultures when writing persuasive business messages, and take steps to establish your credibility. Seven common ways to establish credibility in persuasive messages are using simple language, supporting your claims, identifying your sources, establishing common ground, being objective, displaying good intentions, and avoiding the hard sell.

The steps for completing persuasive messages are the same as for other types of messages, but accuracy and completeness are especially important because they send signals about your credibility—a crucial element in persuasive messages.

2 OBJECTIVE Describe an effective strategy for developing persuasive business messages.

Within the context of the three-step process, effective persuasion involves four essential strategies: framing your arguments, balancing emotional and logical appeals, reinforcing your position, and anticipating objections. One of the most commonly used methods for framing a persuasive argument is the AIDA model, in which you open your message by getting the audience’s attention; build interest with facts, details, and additional benefits; increase desire by providing more evidence and answering possible objections; and motivate a specific action.

Persuasive business messages combine emotional appeals (which call on feelings and sympathies) and logical appeals (which call on reason, using analogy, induction, or deduction). To reinforce your position, look for ways to add convincing evidence, quotations from experts, or other support material.

By identifying potential objections and addressing them as you craft your message, you can help prevent audience members from gravitating toward negative answers before you have the opportunity to ask them for a positive response. You can often resolve these issues before the audience has a chance to go on the defensive.

3 OBJECTIVE Identify the three most common categories of persuasive business messages.

The most common types of these messages are (1) persuasive requests for action, in which you ask the recipient to make a decision or engage in some activity; (2) persuasive presentations of ideas, in which you aren’t necessarily looking for a decision or action but rather would like the audience to consider a different way of looking at a particular topic; and

(3) persuasive claims and requests for adjustments, in which you believe you have not received fair treatment under an organization’s standard policies and would like the recipient to give your case fresh consideration.

4 OBJECTIVE Describe an effective strategy for developing marketing and sales messages, explain how to modify this approach for social media, and identify steps you can take to avoid ethical lapses in marketing and sales messages.

Marketing and sales messages use the same basic techniques as other persuasive messages, with the added

emphasis of encouraging someone to participate in a commercial transaction. Marketing messages do this indirectly, whereas sales messages do it directly. The basic strategy for creating these messages includes assessing audience needs; analyzing your competition; determining key selling points and benefits; anticipating purchase objections; applying the AIDA model; adapting your writing to social media, if appropriate; and maintaining high standards of ethical and legal compliance.

To use social media for promotional communication, start by engaging audiences with efforts to build networked communities of potential buyers and other interested parties. Listen to conversations taking place about your company and its products. Initiate and respond to conversations within these communities, being sure to use an objective, conversational style. Provide the information interested parties want. Identify and support the enthusiastic product champions who want to help spread your message. Be authentic and transparent in all your communication. Speak directly to customers so you don’t have to rely on the news media. Finally, continue to use the AIDA model or similar approaches, but only at specific times and places.

Effective and ethical persuasive communicators focus on aligning their interests with the interests of their audiences. They help audiences understand how their proposals will provide benefits to the audience, using language that is persuasive without being manipulative. They choose words that are less likely to be misinterpreted and take care not to distort the truth. Throughout, they maintain a “you” attitude with honest concern for the audience’s needs and interests.

Test Your Knowledge

To review chapter content related to each question, refer to the indicated Learning Objective.

1.What are some questions to ask when gauging the audience’s needs during the planning of a persuasive mes-

sage? [LO-1]

2. How do emotional appeals differ from logical appeals? [LO-2]

3.What three types of reasoning can you use in logical appeals? [LO-2]

4. What is the AIDA model, and what are its limitations? [LO-2]

Apply Your Knowledge

To review chapter content related to each question, refer to the indicated Learning Objective.

1. When writing persuasive messages, why is it so important to give special attention to the analysis of your purpose and audience? [LO-1]

238 Unit 3: Brief Business Messages

2. Is the “hard sell” approach unethical? Why or why not? [LO-2]

3. What is likely to happen if a promotional message starts immediately with a call to action? Why? [LO-4]

4.Are emotional appeals ethical? Why or why not? [LO-4]

Practice Your Skills

Exercises for Perfecting Your Writing

To review chapter content related to each set of exercises, refer to the indicated Learning Objective.

Message Strategies: Persuasive Business Messages; Collaboration: Team Projects [LO-2] With another student, analyze the persuasive email message at Host Marriott (Figure 9.5 on page 232) by answering the following questions.

1.What techniques are used to capture the reader’s attention?

2.Does the writer use the direct or indirect organizational approach? Why?

3.Is the subject line effective? Why or why not?

4.Does the writer use an emotional appeal or a logical appeal? Why?

5.What reader benefits are included?

6.How does the writer establish credibility?

7.What tools does the writer use to reinforce his position?

Message Strategies: Persuasive Business Messages [LO-2]

Compose effective subject lines for the following email messages.

8.A recommendation to your branch manager to install wireless networking throughout the facility. Your primary reason is that management has encouraged more teamwork, and the teams often congregate in meeting rooms, the cafeteria, and other places that lack network access, without which they can’t do much of the work they are expected to do.

9.A sales brochure to be sent to area residents, soliciting customers for your new business, “Meals à la Car,” a carryout dining service that delivers from most local restaurants. Diners place orders online, and individual households can order from up to three restaurants at a time to accommodate different tastes. The price is equal to the standard menu prices plus a 10 percent delivery charge.

10.A special request to the company president to allow managers to carry over their unused vacation days to the following year. Apparently, many managers canceled their fourth-quarter vacation plans to work on the installation of a new company computer system. Under their current contract, vacation days not used by December 31 can’t be carried over to the following year.

11.All-Cook skillets are coated with a durable, patented nonstick surface.

12.You can call anyone and talk as long you like on Saturdays and Sundays with this new mobile phone plan.

13.With 8-millisecond response time, the Samsung LN-

S4095D 40” LCD TV delivers fast video action that is smooth and crisp.16

Activities

Active links for all websites in this chapter can be found on MyBCommLab; see your User Guide for instructions on accessing the content for this chapter. Each activity is labeled according to the primary skill or skills you will need to use. To review relevant chapter content, you can refer to the indicated Learning Objective. In some instances, supporting information will be found in another chapter, as indicated.

1. Message Strategies: Persuasive Business Messages; Media Skills: Podcasting [LO-2], Chapter 6 To access this message, visit http://real-timeupdates.com/bce6, click on Student Assignments, and click on Chapter 9, page 238, Activity 1. Listen to this podcast and identify at least three ways in which the podcast could be more persuasive. Draft a brief email message that you could send to the podcaster with your suggestions for improvement.

2. Message Strategies: Persuasive Business Messages; Media Skills: Blogging [LO-3], Chapter 6 Read the Federal Trade Commission article “Kids and Socializing Online” at http://onguardonline.gov/articles/0012- kids-and-socializing-online. Keeping in mind the target audience, analyze the effectiveness of this publication. Do you think it does a good job of persuading young people to surf the Internet safely? For your class blog, write a brief summary of your analysis, along with any recommendations you might have for conveying the message more persuasively.

3.Message Strategies: Persuasive Business Messages [LO-3] Read the following message and (a) analyze the strengths and weaknesses of each sentence and (b) revise the document so that it follows this chapter’s guidelines.

Dear TechStar Computing:

I’m writing to you because of my disappointment with my new multimedia PC display. The display part works all right, but the audio volume is also set too high and the volume knob doesn’t turn it down. It’s driving us crazy. The volume knob doesn’t seem to be connected to anything but simply spins around. I can’t believe you would put out a product like this without testing it first.

I depend on my computer to run my small business and want to know what you are going to do about it. This reminds me of every time I buy electronic equipment from what seems like any company. Something is always wrong. I thought quality was supposed to be important, but I guess not.

Anyway, I need this fixed right away. Please tell me what you want me to do.

Message Strategies: Marketing and Sales Messages [LO-4]

Determine whether the following sentences focus on features or benefits; rewrite them as necessary to focus on benefits.

4.Message Strategies: Persuasive Business Messages [LO-3] The following persuasive request for adjustment contains numerous flaws. Read the message

carefully and analyze its faults. Then use the following steps to outline and write an improved message.

a.Describe the flaws in this persuasive request for adjustment.

b.Develop a plan for rewriting the letter. The following steps will help you organize your thoughts before you begin writing:

■Determine whether to use the direct or indirect approach.

■Use the “you” attitude to gain attention in the opening.

■Find a way to establish your credibility.

■Improve the order of material presented in the body of the letter.

■Create an appropriate closing.

c.Now rewrite the letter. Don’t forget to leave ample time for revision of your work before you turn it in.

March 22, 2013

Mr. Robert Bechtold, ManagerKukyendahl Joint, Inc.88 North Park RoadHouston, TX 77005

Re: Last Warning

Dear Mr. Bechtold:

Enclosed is a summary of recent ETS-related court cases in which landlords and owners were held responsible for providing toxinfree air for their tenants. In most of these cases, owners were also required to reimburse rents and pay damages for the harm done before the environmental tobacco smoke problem was remedied. We’ve been plagued with this since we moved in on Janu-

ary 2, 2012. You haven’t acted on our complaints, or responded to our explanations that secondhand smoke is making us sick, filtering in from nearby offices. You must act now or you will be hearing from our lawyers. We’ve told you that we were forced to hire contractors to apply weather stripping and seal openings. This cost us $3,000 (bills attached) and we expect reimbursement. But the smoke is still coming in. We also want a refund for the $9,000 we’ve paid you in rent since January. Call us immediately at (832) 768-3899, or our attorneys will be calling you.

Cigarette smoke from tenants on either side of us, and perhaps above and below as well, has been infiltrating our space and you have done nothing, despite our pleas, to stop it. This is unacceptable. This is a known human carcinogen. Ask the Environmental Protection Agency, which classified it as this Group A toxin. It causes lung, breast, cervical, and endocrine cancer in nonsmokers. You wouldn’t want to breathe it, either.

One employee already quit who suffered from asthma. Another is threatening because he’s a high risk for heart attack. Migraines, bronchitis, respiratory infections—all caused by the 4,600 chemicals in ETS, including poisons such as cyanide, arsenic, formaldehyde, carbon monoxide, and ammonia. We’ve had them all—the illnesses, that is.

Secondhand smoke is even more dangerous than what smokers inhale, since the inhalation process burns off some of the toxins. Sick time has already cost CMSI valuable business and lowered productivity. Plus many of us are considering finding other jobs unless our office air becomes safe to breathe again. But as the court cases prove, the responsibility for fixing this problem is yours. We expect you to live up to that responsibility immediately. Frankly, we’re fed up with your lack of response.

Kathleen Thomas

Manager

5.Message Strategies: Marketing and Sales Messages [LO-4] Read the following message and (a) analyze the strengths and weaknesses of each sentence and (b) revise the document so that it follows this chapter’s guidelines.

At Tolson Auto Repair, we have been in business for over 25 years. We stay in business by always taking into account what the customer wants. That’s why we are writing. We

want to know your opinions to be able to better conduct our business.

Take a moment right now and fill out the enclosed questionnaire. We know everyone is busy, but this is just one way we have of making sure our people do their job correctly. Use the enclosed envelope to return the questionnaire.

And again, we’re happy you chose Tolson Auto Repair. We want to take care of all your auto needs.

6.Message Strategies: Marketing and Sales Messages [LO-4] Read the following message and (a) analyze the strengths and weaknesses of each sentence and (b) revise the document so that it follows this chapter’s guidelines.

I am considered the country’s foremost authority on employee health insurance programs. My clients offer universally positive feedback on the programs I’ve designed for them. They also love how much time I save them—hundreds and hundreds of hours. I am absolutely confident that I can thoroughly analyze your needs and create a portfolio that realizes every degree of savings possible. I invite you to experience the same level of service that has generated such comments as “Best advice ever!” and “Saved us an unbelievable amount of money.”

7.Message Strategies: Marketing and Sales Messages [LO-4] Use what you know about sales messages to analyze the flaws in this promotional brochure. Then use the steps that follow to produce a better version.

We are pleased to announce that ScrubaDub has added a new service, the Car Care Club.

It costs $5.95 for a lifetime membership (your car’s lifetime) and features our computer automation. You’ll be given a barcoded sticker for your windshield so our computers can identify you as a club member when you pull in. If you sign up within the next 30 days, we will grant you a SuperWash for free.

The new club offers the standard ScrubaDub Touch-less systems to protect your finishes, our private formula Superglo detergent to clean your car safely and thoroughly, wheel sensors to prescribe the right treatment for whitewalls, wire, or chrome, soft, heated well water to eliminate spots, soft-cloth drying for final gloss. We also recycle our water and grant you a free wash on your birthday.

In addition, club members only will have access to a 48-hour guarantee (free rewashes) or 4 days if you purchased the premium Super Wash, Luxury Wash, Special or Works Wash. After ten washes, our computer will award you a free wash. Also available only to club members are $5 rebates for foam waxes (Turtle Wax, Simonize, or Blue Coral). Some additional specials will be granted by us to car club members, on an unplanned basis.

We can handle special requests if you inquire of our Satisfaction Supervisors. We honor our customers with refunds if they remain unsatisfied after a rewash. This is our Bumper-to- Bumper Guarantee.

a.Describe the mistakes made by the writers of this message.