Special Requests (II)

What is a solicited request?

A letter, written with interest intrigued by a

previous invitation, to seek more information
on a product or service.

Guideline for a solicited request

Page 213old edition); P204 (new)

Note: When composing routine request or
solicited requests, we may not be overly
concerned with the psychology of
communication. Come up front with what you
really want. Dont forget to identify with the
name of your source in order to help the
reader establish your coordinates and
smoothen the communication process.
Examples
Workouts (4.1) page 222(old) P215

Dear Sirs,
May we get some detailed information on
your newly designed machine ABC?
Your company has been our equipment
supplier for a long time. We are satisfied with
the quality of your products. Now our
company would like to upgrade the machine.
Would you send us your catalog and price list
as soon as possible?
Your cooperation, we sure, will be
beneficial to both of us in the near future.
Yours faithfully,

Unsolicited Requests

An unsolicited request is a request that you

write out of your own needs, rather than
responding to an invitation.

 Tips

for unsolicited requests

1. Gaining attention

To grab attention, the opening statement in

an unsolicited request should be brief,
relevant, and engaging.

Examples

Please allow me to introduce myself. I am

***, assistant to the director of HR at
MicroSynergy. Our company has an
intranet, which we would like to use more
efficiently to elicit feedback on employee
issues and concerns. I understand that you
have a software product called
Opinionware that might do this, and I need
to ask you some questions about it.

A better version

Our company is intending to use an intranetbased software to elicit feedbacks from

employees on corporate affairs. I wonder if
your Opinionware can meet our need.
Please provide information and
recommendations on this software .

2. Building Interest

To justify your request, be prepared to invest

in a few paragraphs of explanation because
the audience must be convinced that the
request is reasonable.
State the facts logically, neatly and clearly.

Dear Mr. Reilly:

I would like your help in solving a problem that people in businesses
such as yours have.
Each year, businesses that sell medical supplies are faced with
hundreds of new products. We would like your assistance in answering
the enclosed survey. By doing so, you will let us know how we can best
serve you. Also enclosed is a 10 percent-off coupon to use on your
next order to thank you for your time. Ill call you on Wednesday to ask
your opinions concerning the survey.
We value people like you who are willing to take their time to help us
serve our customers better. Thanks for all your help.
Sincerely yours,

Motivating action

After gaining attention, building interest, youll

want to inspire the receiver to act. Here you
will make your recommendation as
specifically, courteously and confidently as
possible.

Be audience Focused

Just about every businessperson understands the critical

importance of being customer focused. The customer is
the source of economic value sought by the organization.
Being customer focused means understanding customer
preferences and attitudes, how customer perceive value,
how they want to be served, and their hot buttons.
Just as a company wont connect with its customers if it
fails to understand them, their needs, and how they
prefer to be served, you wont connect with your readers
if you dont understand them, their needs, and how they
prefer to receive information. Whether they are sensitive,
indifferent or resistant to your message depends on the
way you develop your message.

Examples

So that we can begin using the employment

assessment tests by May 1, please send a
return e-mail immediately. (effective)
Im sorry to have to ask you this, but our
company needs the prompt delivery of the
products to make the arrangement for the
exhibition. (too apologetic)
If you agree that our training proposal has
merit, and if you can spare the time, perhaps
complete our questionnaire and return it by
December 1, 2009. (too timid)

Evaluation of a direct request

Lets now analyze the first draft of a direct

request letter written by office manager
Melanie Marshall. She wants information
about computer security devices, but the first
version of her letter is confusing and
inefficient. Melanie makes a common
mistake: starting the message with a
description of the problem instead of starting
with the main idea.

Dear Ms. Ivorson:

Our insurance rates will be increased soon if
we dont install security devices on our
computer equipment. We have considered
some local suppliers, but none had exactly
what we wanted.
(starts with background information and
explanation instead of request.)

We need a device that can be used to secure

separate computer components at a workstation
including a computer, keyboard, and monitor.
We currently own 18 computers, key boards,
and monitors, along with 6 printers.

(fails to organize information into logical order.)

We wonder if professionals are needed to

install your security devices. Were also
interested in whether the devices can be
easily removed when we need to move
equipment around we are, of course, very
interested in prices and quantity discounts, if
you offer them.
(confuses reader by jumping around among
many topics. Fails to ask specific questions.)

Thank you for your attention to this matter.

Sincerely,
(ends with clich. Does not reveal what to do
and when to do it.)

A better version
Dear Ms. Ivorson:
Please provide information and
recommendations regarding security equipment
to prevent the theft of office computers,
keyboards, monitors, and printers.
(introduces purpose immediately.)

Our office now has 18 computer

workstations and 6 printers that we must
secure to desks or counter. Answers to the
following questions will help us select the
best devices for our purpose.

1.

2.

3.

What device would you recommend to secure a

workstation consisting of a computer, monitor,
and keyboard?
What expertise and equipment are required to
install and remove the security device?
How much is each device? Do you offer quantity
discounts?

(explains need for information; open-ended questions for

better feedback.)

Your response before February 15 will help us

meet an April 1 deadline from our insurance
company for locking down this equipment.
Sincerely,
(courteously provides end date and reason)

Case study: Applying the audience-focus Principle

Herb is the product manager for a line of consumer

electronic products. With a new gizmo in the early stages
of development, Herb knows that its now time to bring
the R&D, marketing, and manufacturing people together.
Their collaboration is the companys best assurance that
the new product will (1) meet customer requirements and
(2) be designed in such a way that the manufacturing
division will be able to build them efficiently.
Herb determines that he should write a request as the
first step in building collaboration between the three
different groups. Here are some audience issues Herb
should consider before he composes the request.

Audience issues
1. His relationship with the readers:

Since the readerspersonnel in marketing, R&D,

and manufacturingdont work directly for Herb,
he has no authority over them. A few actually
outrank Herb. Given these facts, Herb cannot
command or direct his readers; he must elicit their
collaboration through persuasion.

Audience issues
2. Different information processing styles:

Herb knows that the marketing people are highly

verbal and intuitive, whereas most of the R&D and
manufacturing people are engineers; they are less
verbal and respond better to data and analysis.
He must craft his message with this knowledge in
mind.

Audience issues
3. What they already know:

Each member of Herbs audience is familiar with

the new gizmo under development, its technical
features, and the target market. Consequently,
Herb will not have to explain these aspects. But
the broader marketing and manufacturing issues
have not been resolved.

Audience issues
4. Divergent interests:

Even though all three groups depend on the

effectiveness of the corporation for their wellbeing, each of the three functionsR&D,
marketing, and manufacturingtends to fixate on
its own immediate issues. Thus, Herb must
communicate in a way that will satisfy these very
different parties.

Heres the request that he wrote:

Dear Carl, Emma, Roland, Justine, and Lynn,

As you know, design specs for the Gizmo 5 electronic garlic press
are moving forward within R&D. That means that its time to begin
planning for the new products marketing and manufacturing.
Its been well-acknowledged that early cross-function planning
helped make the Gizmo 4 a tremendous success, and I know that
we are all eager to repeat the experience. Great things happen
when we put our heads together to focus on a problem. Agenda
items will include (1) user benefit and (2) product specs and
manufacturability.
I would like to schedule an initial meeting for noon, Monday, August
5, in our small conference room. Lunch will be provided. Does that
work for you?
Herb

Notice how Herb does not command or

direct his readers, but tactfully elicits their
collaboration by giving a clear reason for
the meetinghis request. Note too that he
suggests benefits for all the readers
marketing, R&D, and manufacturing.

Assignment

Write a request (invitation) asking a manager

to speak before a marketing forum.
Try to shape effective persuasive appeals:

$300 honorarium (monetary)

An enthusiastic audience and a chance to help
other companies solve overseas marketing
problems (professional)
An opportunity to talk about his/her success
(egoistic)

Process Analysis of an
Request

Prewriting

Analyze: The purpose of this letter is to

persuade the reader to speak at a marketing
forum.
Anticipate: Although the reader is busy, he may
respond to appeals to his ego (describing his
successes before an appreciative audience) and
to his professionalism.
Adapt: Because the reader will be uninterested
at first and require persuasion, use the indirect
pattern.

Writing

Research: Study the receivers interests and

find ways to relate this request to his interests.
Custom-tailor your appeals.
Organize: Gain attention by opening with
praise or a stimulating remark. Build interest
with explanations and facts. Show how
compliance benefits the reader and others.
Compose: Prepare a first draft.

Rewriting

Revise: Revise to show direct and indirect

benefits more clearly.
Proofread:
Evaluate: will this letter convince the reader
to accept the invitation?

January 28, 2009

Mr. Bryant Hoffman
Marketing Manager, Western Division
Toys R Us, Inc.
Dallas, TX 75232

Dear Mr. Hoffman

One company is legendary for marketing American products

successfully in China.
(piques readers curiosity and gains attention.)

That company, of course, is Toys R Us. The triumph of your

thriving toy store in Shanghai, China, has given other American
marketers hope. But this success story has also raised numerous
questions. Specifically, how did Toys R Us circumvent local
trade restrictions? How did you solve the complex distribution
system? And how did you negotiate with all the levels of Chinese
bureaucracy?

Builds interest with explanations and facts.

The members of the American Marketing Association asked me

to invite you to speak at our March 19 forum on the topic of
How Toys Companies Unlock the Door to Chinese Trade. By
describing your winning effort, Mr. Hoffman, you can help
launch other American companies who face the same quagmire
of Chinese restrictions and red tape that your organization
overcame. Although we can offer you only a small honorarium
of $300, we can assure you of a big audience of enthusiastic
marketing professionals eager to hear your war story.
Notes indirect and direct benefits.

Our relaxed group doesnt expect a formal address; they are most
interested in what steps Toys R Us took to open its Chinese toy
outlet. To make your talk easy to organize, Ive enclosed a list of
questions our members submitted. Most talks are about 45
minutes long.
offsets reluctance by making the talk informal
and easy to organize.

Can we count on you to join us for forum at 9 A.M. March 19 at

the Cattlemans Inn in Grand Prairie? Just call me at (214) 8604320 by February 15 to make arrangements.

Sincerely,

Joyce Barnes
Joyce Barnes
Program Chair, AMA
Motivation action. Makes acceptance as simple
as a telephone call.