The elements of business writing - Rule 38

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We hope you will support the Ad Club byattending the October meeting and the specialpresentation from speaker Bob Rorke. Be sure to attend the October meeting so youwon't miss nationally known creative consultantBob Rorke's presentation, "Ten Ways toImmediately Generate More Sales and Profits fromAll Your Advertising." The Red Cross needs your help. Someday you may need the Red Cross. But rightnow the Red Cross needs you. I'd like to meet with you to present our company'sproduct line to you and make you familiar withwhat we offer. I'd like to meet with you to show you how ourcompany's full line of emission-control equipmentcan help control pollution and reduce energy costsin your plant.

Please complete and mail the enclosed formtoday. To speed processing of your claim, pleasecomplete and mail this form today. Be sure to call the phone company and give themyour ringer equivalent number once the Answer-Bank 100 phone machine is installed on your line. Be sure to call the phone company and give themyour ringer equivalent number once the Answer-Bank 100 phone machine is installed on your line.Otherwise, you may lose some calls or messages. Insert knob A in hole B. Do not force. Lubricate ifnecessary. Insert knob A in hole B. Do not force or theattachment will break. Lubricate if necessary.Rule 38. Before making a request, give the reader a reason to respond.When making requests, appeal to the reader's self-interest. Give the reader a reason why it will pay todo as you ask. Be specific. And use facts to support your arguments.

Even instructional writing must contain some degree of motivation. Insurance companies, forexample, know that saying,"Please complete and mail this form today," is not persuasive enough,because many policyholders give low priority to filling out medical claim forms.