PERSUASIVE

M E S S A G E S : E N Q U I RY
A N D I N V I TAT I O N
MESSAGES

Meeting 8
English for Written Business
Communication
QUESTIONS FOR REFLECTION

 1. Have you written any enquiry messages? What did you enquire about? What did you
include in the message?
 2. How about invitation messages? Have you written any? Who did you invite? What did you
include in the message?
 3. In what way are enquiry messages and invitation messages persuasive?
A N E N Q U I RY M E S S A G E S H O U L D C O N TA I N :

 Opening;
 Asking for catalogs and price lists;
 Asking for details;
 Asking for samples, patterns, and demonstrations;
 Suggesting terms, methods of payment, and discounts;
 Asking for goods on approval or on sale or return;
 Asking for an estimate or tender; and
 Closing.
E N Q U I RY
MESSAGES
EXAMPLE
EFFECTIVE
E N Q U I RY
MESSAGES
EXAMPLE
I N V I TAT I O N M E S S A G E S
The typical moves for invitation (Chakorn, 2002):
 Move 1: Inviting;
 Move 2: Establishing the context;
 Move 3: Detailing:

(a) Structure of the event;

(b ) prominence of the event;

(c) evaluation/indication of benefit;

 Move 4: Soliciting response/anticipating acceptance;
 Move 5: Statement of limitation;
 Move 6: Expressing thanks.
PERSUASIVENESS
A N A LY S I S I N
SEMANTIC
C AT E G O R I E S
B H AT I A’ S ( 1 9 9 3 ) M O V E S T R U C T U R E S I N I N V I T AT I O N
MESSAGES
 Move 1: Headline
 Move 2: Establish credentials
 Move 3: Introduce the event
 Move 4: Offer Incentives
 Move 5: Enclose documents
 Move 6: Solicit response
 Move 7: Use pressure tactics
 Move 8: End politely
S E M A N T I C C AT E G O R I E S I N V O LV E D I N T H E M O V E S U S I N G
EMOTIONAL APPEAL
 Emotional appeal (64.7%) is frequently used in the sub-move Offer the event. The semantic category of perception (e.g.
emotion of liking) is commonly used as shown here:
e.g. I would like to invite . . .
I have the pleasure to invite . . .
 Emotional appeal is also formed by the semantic category of culture, mainly in the aspects of social action (e.g. respect) and
relation (e.g. pronouns you/we).
e.g. You are cordially invited . . .
We are honoured to invite . . .
 The semantic categories of emotion and respect form a polite invitation altogether and the category of relation we/you creates
solidarity between the writer and the readers.
e.g. It is my great pleasure to invite you and your students . . .
 Finally, the invitation is closed in the sub-move Situational ending by another category of perception (e.g. psychology of
expecting). This is to show that the writer is sincere in inviting the reader to join the function.
e.g. We look forward to seeing you.
S E M A N T I C C AT E G O R I E S I N V O LV E D I N T H E M O V E S U S I N G L O G I C A L
APPEAL
 Logical appeal is realized by the semantic categories of concept (e.g. quality) and life experience (e.g. countries
and world). In the moves of Establish credentials and Evaluate the value, credentials are developed through
the concepts of “good quality” and life experience about geography such as “international.”
E.g. . . . demonstrated outstanding accomplishments in manpower training and development as
Manpower Developer
. . . Scientific exchange between internationally renowned experts and young scientists
 Similar to emotional appeal, different semantic categories are used together with the category of relation, i.e.
the use of pronouns we/you as follows:
e.g. . . . the achievements we have made . . .
. . . applied to improve performance in your centre.
S E M A N T I C C AT E G O R I E S I N V O LV E D I N O T H E R P E R S U A S I V E M O V E S

 The semantic categories commonly used in other persuasive moves are mainly related to the category of concept
about time and quantity and that of life experience about money value. In the move of Use pressure tactics, the
concept of limited time and quantity is used to show urgency. The purpose is to urge the readers to take action
immediately.
e.g. This admission to the meeting is free, but seats are limited: do not miss this chance, complete the
registration form and return to us as soon as possible.
 In the move of Offer incentives, the semantic category of experience concerning favourable money value is used
to encourage the readers to join the event.
e.g. Each outstanding team will be awarded a trophy and a cash prize.
To benefit train Advance Bookings, including ticket discounts of up to 15%.
SEE YOU NEXT MEETING!