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

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.

Message Strategies: Marketing and Sales Messages

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

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 LNS4095D 40" LCD TV delivers fast video action that is smooth and crisp.16