Deck 10: Persuasive and Sales Messages

Question 1

Business employees understand more than ever the importance of improving their writing skills. Whether e-mailing status updates to team members, writing a Web article, preparing meeting agendas, or corresponding with potential customers, employees must write concise, coherent, clear, error-free documents and messages. As the founder of Business Writing Solutions, you offer one- and two-day business writing workshops for businesses and organizations. Your website features writing tips, workshop descriptions, and your contact information. These workshops are presented on-site in corporate training rooms.
You received an e-mail inquiry from Human Resources Director Janet Somerfield, who is considering a one-day, on-site business writing workshop for employees in her midsized advertising agency. Janet is looking at several seminar companies who offer writing training. She asks about pricing, optimal class size, and course content. She also wants to know whether you can offer feedback on writing samples. Because Janet is considering other training options, you decide to respond with an informal proposal. Your goal is to meet her needs and win the contract.
Review the components of an informal proposal and include the appropriate components, which may include the following: an introduction, a statement of your goals and purpose, the proposed seminar details (time requirements, optimal class size, costs, location, schedule), and a conclusion. Organize the proposal, write meaningful headings, and choose a readable font. Decide where it is appropriate to mention the following advantages of improving writing skills in business environments:
• Excellent writing skills help build trusting relationships, improve one's professional image, and add to the credibility of an organization.
• Business associates appreciate clarity, conciseness, and results-focused messages.
• Better writing skills help employees advance their careers, which in turn improves retention.
The one-day workshop is offered in two 4-hour blocks in the client's training room. The course includes the following topics: (a) writing results-oriented e-mail messages; (b) structuring routine, persuasive, and negative news messages; (c) reviewing the most common grammar errors; and (d) designing documents for readability. You will also offer feedback on brief writing samples furnished by the participants. Employees who attend the workshop will earn a certificate of completion.
The cost of the writing workshop is $175 per person. If 15 employees participate, the cost would be $2,625. The cost includes workbooks and writing supplies for each participant.
Your Task. Write an informal letter proposal promoting a one-day business writing workshop to Janet Somerfield, Director, Human Resources, Faulkner Advertising, 420 Fowler Avenue, Tampa, FL 33620.

Answer 1

Definition of Charts and Graphs: A chart or a graph is an image in which data are represented through symbols or numerical values. It is used to present information that is complex in a simpler and user understandable format. Graphs are also most of the time easier to understand rather than reading the text that explains the same thing.
a) A flowchart would be the best graphical presentation to illustrate the process of making paper. b) Creating a pie chart that shows the proportion of tax dollar is spent on various expenses would be appropriate in this case. c) The structure of the organization is bound to change after mergers and buyouts therefore preparation of an organization chart would be the best way to illustrate a newly formed structure. d) A simple line chart or a bar chart would be very effective in showing the operating revenue for the last five years because they depict the change in the numerical data over a certain period of time. Or e) A segmented 100% bar chart should be prepared to compare the sales of personal digital assistant, cell phones, and laptops over last 5 years. f) A pie chart should be prepared to effectively demonstrate in percentages the causes of forest fires in Rocky Mountains. g) A segmented 100% bar chart should be prepared to compare the cost of cable, DSL, and satellite internet service in 10 metro cities of the United States for the past 10 years: h) A Map of California and Southwest highlighting the locations of that fast-food franchise should be presented.

Question 2

Your Task. Select four graphics from newspapers or magazines in hard copy or online. Look in The Wall Street Journal, USA Today, Bloomberg Businessweek, U.S. News World Report, Fortune, Forbes, or other business news publications. Add the title and the source of each graphic. In an e-mail or memo to your instructor, critique each graphic based on what you have learned in this chapter. Do you think the graphic could have been expressed more effectively in text? How effective are the labels and headings used in this graphic? How was color used to add clarity? If a legend is used, describe its placement and effectiveness. Is the appropriate graphic form used? What is your overall impression of the effectiveness of the graphic?

Answer 2

Following is the sample proposal for telecommuting:

Question 3

Should all reports be written so that they follow the sequence of investigation-that is, description of the initial problem, analysis of issues, data collection, data analysis, and conclusions? Why or why not?

Answer 3

Definition of Report: - A report is any information, mostly written, which is purposely made to present a recount of any findings, analysis, research or investigation. Reports are used in almost all fields but most often are used in academics, business, and science.
It is not necessary that all the reports should follow a sequence of investigation because a report is not always written to investigate a certain problem or issue. For example, a budget report does not follow this sequence because it is a report mentioning the revenue and expenditure during a certain period of time.
A good report should always be structured in a way that it fulfills the purpose of the reader as well as the preparer.

Question 4

Name at least four commercial electronic databases useful to business writers and researchers.

Question 5

Your school may be one that encourages service learning, a form of experiential learning. You could receive credit for a project that bridges academic and nonacademic communities. Because writing skills are in wide demand, you may have an opportunity to simultaneously apply your skills, contribute to the community, and expand your résumé. The National Service-Learning Clearinghouse describes service learning as "a teaching and learning strategy that integrates meaningful community service with instruction and reflection to enrich the learning experience, teach civic responsibility, and strengthen communities." The Web offers many sites devoted to examples of students engaging in service learning projects.
Your Task. Research possible service learning projects in this class or another. Your instructor may ask you to submit a memo or e-mail message analyzing your findings. Describe at least four completed service learning projects that you found on the Web. Draw conclusions about what made them successful or beneficial. What kinds of similar projects might be possible for you or for others in your class? Your instructor may use this as a research project or turn it into a hands-on project by having you find a service organization in your community in need of trained writers.

Question 6

Your Task. Create a bar chart comparing the current number of Internet users (by millions) in the following eight countries: United States, India, Japan, Brazil, Indonesia, China, United Kingdom, and Russia. Find statistics within the last year and name the source of your information. Arrange the bars according to the country with the highest number of users to the lowest. Add a chart title and appropriate labels.

Question 7

Why should report writers document their sources? (Obj. 4)

Question 8

What are blogs and how can they be used for research?

Question 9

Many managers and executives are too rushed to read long journal articles, but they are eager to stay current in their fields. Assume your boss has asked you to help him stay abreast of research in the field by submitting one executive summary every month on an article of interest.
Your Task. In your field of study, select a professional journal, such as the Journal of Management. Using ProQuest, Factiva, EBSCO, or some other database, look for articles in your target journal. Select an article that is at least five pages long and is interesting to you. Write an executive summary in a memo format. Include an introduction that might begin with The following executive summary of the article titled "(title of article)" is from (source and date of publication). Then preview the main idea and summarize the most important findings of the study or article. Use descriptive, or "talking," headings rather than functional headings. Also summarize any recommendations made. Your boss would also like a concluding statement indicating your reaction to the journal article. Address your memo summary to Marcus E. Solomon.

Question 10

Information graphics, or infographics, are wildly popular, especially in online environments. Infographics can use color, text, images, data, diagrams, time lines, and charts to express ideas or tell a compelling story. You have heard that even nondesigners can create infographics, and you want to use this tool for presentations, reports, and employee training. By looking at examples of well-designed infographics and learning which websites offer free tools and templates, you will be well on your way to becoming an infographic designer.
Your Task. Search for and examine excellent infographics featured online. Find three infographics on topics of interest to you. The topics may or may not be related. In an e-mail or memo to your instructor, promote the idea of using infographics and list the URLs for the infographic examples you found. Briefly describe the main ideas of each. Add a comment on what aspects make each infographic so compelling. Then search for one website that offers free infographic designs and templates. In your e-mail or memo, briefly describe what tools are available on this site and add the website name and URL. Conclude your message with a brief paragraph stating the reasons you believe infographics have become so popular and widely used.

Question 11

Define the term fair use. When might using copyrighted material be considered fair use? (Obj. 4)

Question 12

Pie charts are most helpful in showing what? Line charts are most effective in showing what?

Question 13

Businesses both large and small are flocking to social media platforms to engage consumers in conversations and also to drive sales through deals and coupons. Small businesses have found that social media and the Internet help them to level the playing field. They can foster closer relationships with clients and identify potential customers. Flirty Cupcakes owner Tiffany Kurtz says that Facebook and Twitter greatly helped her with product innovation, market expansion, and customer service. Many other entrepreneurs are using social media to launch and expand their businesses. As an employee in a small business, you see opportunities to expand the use of social media. You want to first see how other companies are using social networks and then recommend the platforms you believe would be most useful to your business.
Your Task. Search for small businesses that have used social media to expand their market share and promote their products and services. Select three businesses to study, and analyze their use of social media. What do they have in common? In what social media platforms are they engaged? What results have they seen? In an e-mail or memo to your instructor, describe briefly the three companies you selected. Explain how each company is using social media to promote and grow its business. Then write the introduction to a proposal that promotes expanding your company's use of social media. Include a brief description of the reasons for the proposal, specify the key benefits of using social networks, and state how the three companies you studied are using social media. Then recommend which social media platforms you believe would benefit your business.

Question 14

Professional associations often have student-organized chapters on college campuses. Let's say you are a member of a campus business club, such as the Society for the Advancement of Management (SAM), the American Marketing Association (AMA), the American Management Association (AMA), the Accounting Society (AS), the International Association of Administrative Professionals (IAAP), or the Association of Information Technology Professionals (AITP). Your club or association has managed its finances well, and therefore, it is able to fund monthly activities. However, membership dues are insufficient to cover any extras. You see the need for a special one-time seminar with a panel of experts or a keynote speaker that would benefit many business students. For example, you see value in inviting a panel of recruiters to come and discuss current job requirements and hiring processes. You must now request funding for this event.
Your Task. Write an unsolicited letter or memo proposal to your program chair or business division dean to request one-time funding to cover the costs associated with this event. Identify your need or problem, provide the details of the event, mention the ways this event will benefit the attendees, support your claims with evidence, and provide a budget. Think ahead about costs associated with printing, appreciation gifts for the presenters, food and beverage needs, and other miscellaneous expenses.

Question 15

S. businesses are expanding into foreign markets with manufacturing plants and branch offices. Many Americans, however, have little knowledge of or experience with people from other cultures. To prepare for participation in the global marketplace, you are to collect information for a report focused on an Asian, Latin American, European, or African country where English is not regularly spoken. Before selecting the country, though, consult your campus international student program for volunteers from other countries who are willing to be interviewed. Your instructor may make advance arrangements with international student volunteers.
Your Task. In teams of three to five, collect information about your target country from electronic databases, the Web, and other sources. Then invite an international student from your target country to be interviewed by your group. As you conduct primary and secondary research, investigate the topics listed in Figure 10.26. Confirm what you learn in your secondary research by talking with your interviewee. When you complete your research, write a report for the CEO of your company (make up a name and company). Assume that your company plans to expand its operations abroad. Your report should advise the company's executives of the social customs, family life, societal attitudes, religious preferences and beliefs, education, and values of the target country. Remember that your company's interests are business oriented; do not dwell on tourist information. Compile your results and write the report.

Question 16

The following executive summary has faults in grammar, punctuation, spelling, wordiness, parallelism, and possessives. You may either (a) use standard proofreading marks (see Appendix B) Lo correct the errors here or (b) download the document from www.gtiffey.com and revise at your computer. Study the guidelines in the Grammar/Mechanics Handbook to sharpen your skills.
Bottled water has become a $4 billion-a-year business in the United states. Millions of consumer's use bottled water as there primary source of drinking water. Although most bottled water is of good quality some bottled water contains bacterial contaminants. Reassurances from the water industrys executives that bottled water is totally safe is false.
Summary of Findings
Commissioned by the National Resource's Defense Commission, this report analyzes tests of bottled water. The tests showed that most bottled water is not contaminated, however, after testing more then 1,000 bottles, we found that about one fourth were contaminated al levels violating many states limits. Bottled water contaminated with microbes may raise public health issues, and todays consumers are rightfully concerned.
There are government bottled water regulations and programs that have serious deficiencys. Under the FDAs control, the regulation of most bottled water is left to ill-equipped and understaffed state governments. In spite of the fact that voluntary bottled water industry controls are commendable. They are an inadequate substitute for strong government rules. FDA officials has stated that bottled water regulation carries a low priority. In addition the marketing of bottled water can be misleading. However, the long term solution to drinking water problems are to fix tap water rather than switching to bottled water.
Recommendations
Based on our tests and analysis we submit the following reccomendations:
1. Fix tap water quality so that consumers' will not resort to bottled water.
2. Establish the publics right to know about the contents of bottled water.
3. Require FDA inspections of all bottling facilities and thier water sources.
4. Institute a penny per bottle fee to ensure bottled water safety.
5. Bottled water certification should be established.

Question 17

Why do report writers include visuals and graphics in reports? (Obj. 5)

Question 18

Study a consumer product that you or a business might consider buying. This might be a notebook or laptop, a smartphone, a digital camera, a widescreen TV, an espresso machine, a car, a combination print/scan/fax machine, a powerful office printer, or some other product.
Your Task. Use at least four primary and four secondary sources to research your product. Your primary research will be in the form of interviews with individuals (owners, users, salespeople, technicians) in a position to comment on attributes of your product. Secondary research will be in the form of print or electronic sources, such as magazine articles, marketing websites with user reviews, and company websites. Use electronic databases and the Web to find appropriate articles. Your report should analyze and discuss at least three comparable models or versions of the target product. Decide what criteria you will use to compare the models, such as price, features, warranty, and service. Create at least one original graphic to display report data. Include the following components in the report: table of contents, executive summary, introduction (including background, purpose, scope of the report, and research methods), findings (organized by comparison criteria), summary of findings, conclusions, recommendations, and bibliography. Address the report to your instructor. You may work individually, in pairs, or in teams.

Question 19

Apostrophes
Review Sections 2.20-2.22 in the Grammar/Mechanics Handbook. Then study each of the following statements. Underscore any inappropriate form. Write a correction ¡n the space provided and record the number of the G/M principle(s) illustrated. If a sentence is correct, write C. When you finish, compare your responses with those at the back of the book. If your answers differ, study carefully the principles shown in parentheses.
Example In just two years time, Marti earned her MBA degree.
1. Mark Hanleys PDA was found in the conference room.
2. The severance package includes two weeks salary for each year worked.
3. In only one years time, her school loans totaled $5,000.
4. The board of directors strongly believed that John Petersons tenure as CEO was exceptionally successful.
5. Several employees records were accidentally removed from the files.
6. The last witness testimony was the most convincing to the jury members.
7. Outstanding performance, efficiency, and superior communication skills led to Robins promotion.
8. I always get my moneys worth at my favorite restaurant.
9. Three local companies went out of business last month.
10. In one months time we hope to have our new Web site up and running.
11. I need my boss signature on this expense claim.
12. Only one legal secretaries document was error-free.
13. In certain aerospace departments new applicants must apply for security clearance.
14. My companys stock price rose dramatically last month.
15. In three months several businesses opening hours will change.

Question 20

Companies use surveys to continually improve their products and services. As a sales manager in a store selling wireless devices and electronics, you are interested in your customers' opinions about your sales associates and product quality, and in learning about their loyalty to your products. You plan to conduct a survey and use the results in an upcoming training workshop for your sales associates. You have obtained the e-mail addresses of customers who have opted in for product updates and reviews. You plan to design your own survey and want to get ideas by looking at examples of surveys and templates.
Your Task. Search for free customer service survey templates, study the questions, and add the URL of the surveys you reviewed. Then design a customer service survey with a mix of seven or eight typical multiple-choice, scale, or open-ended questions.

Question 21

A list of nearly 100 Report Topics is available at the premium student site accessed at www.cengagebrain.com. Look under the tab Writing Resources. The topics are divided into the following categories: accounting, finance, personnel/human resources, marketing, information systems, management, and general business/education/campus issues. You can collect information for many of these reports by using electronic databases and the Web. Your instructor may assign them as individual or team projects. All involve critical thinking in organizing information, drawing conclusions, and making recommendations. The topics are appropriate for proposals and formal business reports.
Your Task. As directed by your instructor, select a topic from the report list at www.cengagebrain.com.

Question 22

Consider personal and business uses of proposals. How might you benefit if you know how to write proposals?

Question 23

What should the introduction to a formal business report include? (Obj. 6)

Question 24

Formal Report: Consumer Product Investigation
Study a consumer product that you might consider buying. Are you, or is your family or your business, interested in purchasing a flat-screen TV, DVD player, computer, digital camera, espresso machine, car, SUV, hot tub, or some other product?
Your Task. Use at least five primary and five secondary sources in researching your topic. Your primary research will be in the form of interviews with individuals (owners, users, salespeople, technicians) in a position to comment on attributes of your product. Secondary research will be in the form of print or electronic sources, such as magazine articles, owner manuals, and Web sites. Be sure Lo use electronic databases and the Web to find appropriate articles. Your report should analyze and discuss at least three comparable models or versions of the target product. Decide what criteria you will use to compare the models, such as price, features, warranty, service, and so forth. The report should include these components: letter of transmittal, table of contents, executive summary, introduction (including background, purpose, scope of the study, and research methods), findings (organized by comparison criteria), summary of findings, conclusions, recommendations, and bibliography. Address the report to your instructor. You may work individually, in pairs, or in teams.

Question 25

The ability to spot problems before they turn into serious risks is prized by most managers. Think about your current or past internship and work experiences. Do you see problems that could be solved with a small to moderate financial investment? Consider issues such as creating space for badly needed lunch and break rooms; offering stress-reducing health initiatives such as wellness programs and gym club memberships; replacing high-emission, gas-guzzling company vehicles; or increasing recycling efforts.
Your Task. Discuss with your instructor the workplace problem that you have identified. Make sure you choose a relatively weighty problem that can be lessened or eliminated with a minor expenditure. Be sure to include a cost-benefit analysis. Address your unsolicited letter or memo proposal to your current or former boss and copy your instructor.

Question 26

You will want to stay up-to-date on your career field by reading, saving current articles, and bookmarking valuable resources. Think about a current business topic related to your professional field that you would like to learn more about. This is your chance to learn more about, gather tips and strategies about, and follow current trends in your field of interest.
Your Task. Look for three current (within the last two years) secondary research sources on a topic related to your field of study. In a memo or e-mail to your instructor, write a one-paragraph summary of each article or resource. Then list the citations for your three resources, using MLA standards. The citations should follow the format used on a works-cited page with citations in alphabetical order and using the hanging indent style.

Question 27

Formal Report: Communication Skills on the Job
Collect information regarding communication skills used by individuals in a particular career field (accounting, management, marketing, office administration, paralegal, and so forth). Interview three or more individuals in a specific occupation in that field. Determine how much and what kind of writing they do. Do they make oral presentations? How much time do they spend in telephone communication? Do they use e-mail? If so, how much and for what? What other technology do they use for communication? What recommendations do they have for training for this position?
Your Task. Write a report that discusses the findings from your interviews. What conclusions can you draw regarding communication skills in this field? What recommendations would you make for individuals entering this field? Your instructor may ask you to research the perception of businesspeople over the past ten years regarding the communication skills of employees. To gather such data, conduct library or online research.

Question 28

Who is hurt by plagiarism? Discuss.

Question 29

What information might be included in an appendix at the end of a formal report? (Obj. 6)

Question 30

FormaI Report: All About Wikis
As discussed in this chapter on p. 262, wikis are becoming increasingly important to businesses that rely on teamwork across time zones and national borders. Some educators also use wikis for collaboration in their college-level classes. You are part of a group of interns from your college working at a large financial institution, Home Bank. Your intern team has collaborated on your finance-related research using a wiki. Your informal wiki has also been helpful when you worked together on a team project for college credit. Your internship supervisor is impressed and would like you to collect more hard data so he can pilot wikis for wider application in collaborative settings at the bank, Your preliminary research suggests that quite a few companies are using wikis, such as Best Buy's Geek Squad, Xerox, and IBM.
In fact, IBM conducted a massive online brainstorming session that took two 72-hour sessions and involved 100,000 employees, customers, and business partners in over 160 countries.18 Your boss is interested in reading about such cases to decide whether to pilot a wiki, and if so, what kind would work for Home Bank, Your team of three to five will investigate.
Your Task. Keep in mind that your boss, Irving E. Pound, will share your report with other managers who may be computer-literate users but no tech heads. Start with the brief definition of wikis earlier in this chapter. Expand the definition by searching the Web and electronic database articles. First explain what wikis are and how they work, which resources (cost, software, hardware) are needed, how much training is required, and so forth. Examine the use of wikis ¡n business today. How are large and small companies benefiting from collaboration facilitated by wikis? If your instructor directs, the report (or a section thereof) could discuss wikis in education and how instructors harness this new tool. After collecting a sufficient amount of information arid data, outline and then write a formal report with a recommendation at the end suggesting whether and how Home Bank would benefit from investing in wiki software.

Question 31

Perhaps you have dreamed about one day owning your own company, or maybe you have already started a business. Proposals are offers to a very specific audience with whom you hope to do business. Think of a product or service that you like or know something about. On the Web or in electronic databases, research the market so that you understand going rates, prices, and costs. Search the Small Business Administration's website for valuable tips on how to launch and manage a business.
Your Task. Choose a product or service you would like to offer to a particular audience, such as an upholstery business, a bakery featuring your favorite pastries or cakes, a photography business, a new Asian or European hair care line, massage therapy, or landscaping services. Discuss products and services as well as target audiences with your instructor. Write an informal letter addressed to a potential investor, Mr. Simon Lipton, 7430 Fondren Road, Houston, TX 77074. Keep the letter short and don't mention financing, as your goal is to first generate interest.

Question 32

S. businesses are expanding into foreign markets with manufacturing plants and branch offices. Many Americans, however, have little knowledge of or experience with people from other cultures. To prepare for participation in the global marketplace, you are to collect information for a report focused on an Asian, Latin American, European, or African country where English is not regularly spoken. Before selecting the country, though, consult your campus international student program for volunteers from other countries who are willing to be interviewed. Your instructor may make advance arrangements with international student volunteers.
Your Task. In teams of three to five, collect information about your target country from electronic databases, the Web, and other sources. Then invite an international student from your target country to be interviewed by your group. As you conduct primary and secondary research, investigate the topics listed in Figure 10.26. Confirm what you learn in your secondary research by talking with your interviewee. When you complete your research, write a report for the CEO of your company (make up a name and company). Assume that your company plans to expand its operations abroad. Your report should advise the company's executives of the social customs, family life, societal attitudes, religious preferences and beliefs, education, and values of the target country. Remember that your company's interests are business oriented; do not dwell on tourist information. Compile your results and write the report.

Question 33

More Proposal and Report Topics
A list with over 90 report topics is available at www.guffey.com. The topics are divided into the following categories: accounting, finance, human resources, marketing, information systems, management, and general business/education/campus issues. You can collect information for many of these reports by using electronic databases and the Web. Your instructor may assign them as individual or team projects. All involve critical thinking in organizing information, drawing conclusions, and making recommendations. The topics include assignments appropriate for proposals, business plans, and formal reports.

Question 34

Are charts and graphs objective, unbiased presentations of data? Explain.

Question 35

Explain when documentation is required and when it is not required.

Question 36

Many new companies with services or products to sell would like help writing unsolicited or solicited proposals. Your friend Teresa has started her own designer uniform company and has asked you for help. Her goal is to offer her colorful yet functional uniforms to hospitals and clinics. Before writing a proposal, however, she wants to learn more about the proposal-writing process.
Your Task. Search the Web and find two sites that offer proposal writing advice. Avoid sites that want you to register or buy templates and books. Prepare a memo to Teresa in which you do the following:
a. Suggest two excellent sites where Teresa can learn the how-tos of creating an effective proposal.
b. Suggest headings for each section of Teresa's unsolicited proposal to promote her hospital/clinic uniforms.
c. Suggest two sites where Teresa can find free proposal templates.
d. Write a suggested introduction for Teresa's proposal.

Question 37

In teams identify which type of graphic (table, bar chart, line chart, pie chart, flowchart, infographic, illustration, or map) would best illustrate the following data:
a. Figures comparing the sales of three brands of smartphones over the past 12 months
b. Statistics on the rise of six popular social media platforms (Facebook, Google+, Twitter, YouTube, Instagram, Pinterest) in five of the largest cities in the world
c. National unemployment rate figures for the last 12 months
d. Location of significant earthquakes in the world over the last 30 days
e. Date, time, and place of each game scheduled in the World Cupf. Recruitment process from the time a job is advertised until the time an offer is made
g. Portion of national budget that goes to defense, social security, safety net programs, interest on debt, and Medicare/Medicaid

Question 38

Is information obtained on the Web as reliable as information obtained from journals, newspapers, and magazines? Explain.

Question 39

List four sources of secondary information, and be prepared to discuss how valuable each might be in writing a formal report about outsourcing your company's payroll function.