WEAKNESSES

 No spotlighting audience benefits

 “You” view, “we” view
 Sounding non-conversational/unprofessional

 Negative tone of voice

 Khô ng express courtesy (You should, you must, you have to -> Will you please…?)
 Bias language
 Unfamiliar words
 Imprecise words

 Indirect opening
 Fragments: Email seems boring. When compared to Twitter. -> Email seems boring
when compared to Twitter
 Run-ons (2 mệnh đề độ c lậ p nhưng thiếu liên từ hoặ c dấ u chấ m phẩ y)
He’s addicted to social media;/, and he post updates constantly
 Comma splices: He prefers a tablet, she prefers her laptop -> He prefers a tablet;/;
however, she prefers her laptop
 Parallelism: We focus on money-earning it, investing it, and how to spend it
spending it
 Dangling or misplace modifier: sai chủ ngữ
 Flabby expressions

 Long lead-ins

 Opening fillers: There is/are and it is/was

 Redundancy

 Empty words
 Trite business phrases

 Cliches
 Buried verbs

 Exuberance: very, totally, quite, completely, extremely, exactly, actually….

PERSUASIVE MESSAGE
1. Gain attention
 Summary of problem
 Reader benefit
 Compliment (Because our members admire your success, they want you to be our
speaker)
 Related facts
 Stimulating question (What do A, B and C have in common?)
 Quotation (Opportunity seldom knocks twice)
 Unexpected statement (Drunk drivers injure or cripple more than 500,00 victims
every year)
 Compliment, praise (You were voted as the most respected employer our students
would desire working for)
 Offer (Take your old cell phones to one of our collection centers, and we’ll recycle it
and donate a portion of the proceeds to charity)
2. Build interest
 Develop interest by using facts, statistics, expert opinion, examples, testimonials,
and specific details
 Tie facts to direct or indirect benefits
3. Reduce resistance
 Anticipate objection: “Don’t worry…”; “If you’re worried about…”
 Provide counterarguments (emphasizing on benefit)
Although…
 Establish your credibility, if necessary, by explaining your background and
expertise, knowledge
 Demonstrate competence and value of your proposal
4. Motivate action
 Make a precise request, include a deadline
 Repeat a benefit, provide details, or offer an incentive
NEGATIVE MESSAGE
1. Buffer
 Start with the part of the message that represents the bad news
 Pay a compliment, show appreciation for a past action, or refer to something
mutually understood
 Avoid raising false hopes or thanking the receiver for something you are about to
refuse
 Consider apologizing if you or your company erred. If you apologized, do so
sincerely and take responsibility
2. Reasons
 Explain clearly why the request must be denied without revealing the refusal
 Show how your decision benefits the receiver or others, if possible
 Explain company policy without using as an excuse
 Positive words
 Show that the matter was treated seriousty and fairly
3. Bad news
 Sandwich the bad news between other sentences
 Consider subordinating the bad news (Athough I cannot attend, I wish you well..)
 using the passive voice
 Implied refusal. Give readers compromise or alternative solutions
4. Closing
 Look forward to future relations
 More info about an alternative
 Offer good wishes, compliments, or freebies (coupons, sample, gifts) - Avoid
referring to the refusal
 Use resale or sales promotion if appropriate