The paper chase
You're insulted by the electronic flyer that just landed unannounced and uninvited in your inbox, addressed to "undisclosed recipients" in a mass email list. "We're excited, and we know you will be, too!" it begins. "We managed to locate 1,000 boxes of printer paper at a 50% discount, and we're passing the saving on to you. But act quickly. At these prices, the deal won't last long!"
The only thing that stops you from hitting "delete" immediately is the sender – Bob's Business Bargains, your long-time supplier of paper, printer cartridges, pens, promotional trinkets and anything else you need for Realty Universe. As the office administrator, it's your job to keep the real estate representatives and their clients stocked with such things. Bob has often made you look good by finding special items for you, and he once forgave a payment that was a day late because the president was out showing houses instead of in the office to sign the cheque you prepared. You value the business relationship, and you're concerned because the tone of Bob's new e-flyer doesn't reflect what a valuable, steadfast supplier he is. New customers might get the wrong impression.
Write an email replying to Bob's e-flyer expressing your concerns to him, pointing out where the wording lacks you-attitude and suggesting improvements.
use “you-attitude”
Use PAIBOC: Analyze your audience and brainstorm.
1. Think of the feelings, values, needs, and fears that may motivate your reader.
2. Identify the obvious features of your product or policy.
3. Try to brainstorm three to five possible benefits for every informative message and five to seven benefits for every persuasive message.