Composing a Mass Sales Message

Assignment: Using the Scenario below, write to me a persuasive LETTER (Not email) about that scenario below

The Goal...Persuade me and drive me to make a response to your product! Start 1)by getting my attention, 2)appeal to my interests, 3)creates a desire for me by removing doubts, and 4)GIVE me clear directions on what and how I can take-action.

Be sure to:

1.Format your document like a letter. (You may want to go back to week

2.To use the Indirect Approach (buffer; reasons; then your ask, request, or news)

2.To use the A.I.D.A. Format (which is a type of the indirect approach: Attention, Interest, Desire, Action/Ask)

3.Use at least 3 good arguments: 2 rational & 1 emotional in your persuasion (Use your strongest argument first)

4.And anticipate & address at least one "objection" to your sales pitch. (This is the "D" of the method) Then give a solution to their objection. You might be thinking

5.Make your request at the end, direct! (state exactly what you want, do not imply it- This should be AFTER all of your arguments!) tell me exactly what action you want me to take! Sign up today, register for this service now

6.And Close with clear instructions on how I can do what you are requesting. Make complying with your request as easy as possible for me to do.

Keep in Mind when writing persuasive messages your goals are to:

1. Change an audiences attitudes
2. Change an audiences beliefs
3. Change an audiences actions
4. They ask the recipient to give something of value or to take substantial action
5. They are Letting the audience know they have choices

Other things to consider:

• Tone should be positive and excited
• Use the You approach. Why this is good for them? WIIFM
• Maintain respect and privacy

Key takeaway: Delivering a mass sales Message involves using the A.I.D.A. model, giving solid and compelling arguments both logical, and emotional, and anticipating and answering obvious objections.

Assignment Explanation

10.1 Mass Sales Letter: PitayaSelling a Superfruit

Eric Helms is the founder and CEO of Juice Generation, a chain of juice and smoothie bars in New York City. He bought the exclusive rights to a year's supply of pitaya, a little-known softball-sized fruit of a cactus found in Nicaragua. The Vietnamese dragonfruit is the pitaya's Asian cousin. To prevent agricultural pests from entering the United States, only the fruit's frozen pulp may be shipped from Central America. The pitaya reportedly tastes like a cross between strawberries and wheatgrass and is said to contain an antioxidant believed to protect from cancer-causing free radicals. David Wolfe, author of Superfoods, is enthusiastic: It's one of myfavorite fruits of all time. It's superhigh in vitamin C and superhydrating. Yet even within health food circles, the fruit is still largely unknown.

The superpremium juice business that focuses on healthy, exotic nectars (such aspomegranate and, most recently, the aa berry) is a multibillion-dollar enterprise. The bigplayers all have their brandsfor example, Odwalla (Coca-Cola), Naked (PepsiCo), andJamba Juice. Celebrities such as Russell Simmons and Gwyneth Paltrow have endorsedjuicing. Salma Hayek, a longtime juicer, cofounded the Cooler Cleanse juice brand with Helms.

The term superfruit is a marketing term, referring to fruits heavy in antioxidants, but without anyscientific or regulatory definition, says Jeffrey Blumberg, director of the U.S. Department of Agriculture's antioxidants research laboratory. As most natural fruits contain one or more positive nutrient attributes, Blumberg explains, any one might be considered by someone super in its own way. An industry primer is blunt: Superfruits are the product of strategy, not something you find growing on a tree. POM Wonderful lost a lawsuit to the FTC fordeceptive advertising of its pomegranate juice.

Helms' Juice Generation partnered with a factory in Nicaragua that employs only singlemothers who scoop and blend the fruit. The women pour the pulp into 3.5-ounce packets that are frozen for shipping. The Pink Pitaya Coco Blend, a mix of coconut, banana, and pitaya,costs $8.45. You have to give people what they want, but also what they should be trying,Helms believes.