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Unformatted text preview: e only if you’re reasonably sure the audience will respond positively. Otherwise,
use the indirect approach (discussed in Chapter 9).
If you are communicating to customers, you might also want to use the body of your
message to assure the customer of the wisdom of his or her purchase selection (without being condescending or self-congratulatory). Using such favorable comments, often known as
resale, is a good way to build customer relationships. These comments are commonly included in acknowledgments of orders and other routine announcements to customers, and
they are most effective when they are relatively short and specific:
The zipper on the laptop carrying case you purchased is double-stitched and
guaranteed for the life of the product.
The KitchenAid mixer you ordered is our best-selling model. It should meet
your cooking needs for many years. End with a Courteous Close
Your message is most likely to succeed if your readers are left feeling that you have their best
interests in mind. You can accomplish this task either by highlighting a be...
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- Fall '12