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8.14 Identifying the AIDA Strategy in Sales Messages (L.0.5)
E-Mail
YOUR TASK. Select a one-or two-page sales letter or promotional e-mail received by you or a friend. If you are unable to find a sales
message, your instructor may have a collection. Study the sales message and then answer these questions:
a. What techniques capture the reader’s attention?
b. is the opening effective? Explain.
c. What is the central selling point?
d. Does the message use rational, emotional, or a combination of appeals? Explain.
e. What reader benefits are suggested?
† How does the message build interest in the product or service?
g. How is price handled?
h. How does the message anticipate reader resistance and offer counterarguments?
i. What action is the reader to take? How is the action made easy?
j. What motivators spur the reader to act quickly?
a.
b.
8.15 Sales Message: Subscribing to Organic Greens (1.0.5)
E-Mail
c.
d
Many consumers worry about what’s in their food. They fear conventional factory farming, wish to be good stewards of the environ-
ment
, and desire a sustainable lifestyle
. Wholesome organic food can increasingly be found on the shelves of mainstream supermarkets.
Even big-box stores such as Costco–not just health food stores such as Mother’s Market, Sprouts Farmers Market, and Whole Foods
Market-are capitalizing on the farrn-to-table trend. Weekly farmers’ markets selling local produce and fruit are common across America.
But even busy urbanites who don’t like to travel to shop can embrace healthier fare by subscribing to farm-fresh veggies and fruit
online for home delivery. Services such as Fair & Fresh Farming in Montana, themselves organic farmers since 1976, partner with other
organic farms to offer customizable boxes with several service and delivery options. Because these co-op-type outfits benefit from
economies of scale, their prices, although higher than those of conventional markets, are not exorbitant. The delivery services also
offer priceless convenience. Subscribers can customize their boxes on the Fair & Fresh Farming website, or they can let the farmers
select the content for them.
The advantages of receiving weekly boxes filled with healthy seasonal produce include fresh, delicious taste, wholesome food that’s free
of herbicides and pesticides, and less time spent in traffic by ordering a custom box online each week or less frequently. In addition, sub-
scribers are supporting small family farms that supply local, in-season fruit and veggies instead of buying greens that are flown halfway
around the world. Depending on location, subscribers receive their boxes on Tuesday or Wednesday if they order a box by 10 a.m.on
Sunday. For Thursday or Friday delivery, orders must be placed by 10 a.m. on Tuesday. New members receive 20 percent off their first order.
YOUR TASK. Write a sales message-a letter or an e-mail–for the signature of Marketer-in-Chief Martina Sabatini, Fair & Fresh Farm-
ing, 513 East Valentine Road, Glendive, MT 59330. Provide an enticing but accurate explanation of the service, and invite your reader
to subscribe. Focus on audience benefits.
8.16 Sales Message: Promoting Products and Services (L.0.5)
E-Mail
Identify a situation in your current job or a previous one in which a sales message is or was needed. Using suggestion
write an appropriate sales message that promotes a product or service. Use actual namo
work experience, imagine a business you would lil
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