Flattery will get you everywhere.We recently received a mildly flattering flat·ter 1 v. flat·tered, flat·ter·ing, flat·ters v.tr. 1. To compliment excessively and often insincerely, especially in order to win favor. 2. letter from the International Association of Business Communicators The International Association of Business Communicators (IABC) is a leading association for public relations professionals. IABC has about 14,000 members in more than 100 chapters in 70 countries. Its headquarters are located in San Francisco, California, United States. . Its opening paragraph can easily be adapted to newsletter promotion sales letters. The letter is all business. In fact, it's in memo format, beginning with: TO: Name and address DATE: June 1, 2001 RE: Membership Status EFFECTIVE: June 2001 MESSAGE: Dear Mr. Swift Recently, the International Association of Business Communicators (IABC IABC International Association of Business Communicators IABC Indo-Americans for Better Community ) compared its active membership roster against a list of prominent business communicators from across the country I am writing today because your name, as it appeared on the business communicator's list, was missing from the IABC membership roster. Either our records are in error, or you have not yet activated your IABC membership. Whatever the reason, I want to make sure you activate your membership with IABC today. The tone of this opening paragraph is effective for a few reasons. Beyond the flattery Flattery Adams, Jack toady to his employer. [Br. Lit.: Dombey and Son] Amaziah fawningly complains of Amos to King Jeroboam. [O.T.: Amos 7:10] bolton one who flatters by pretending humility. [Br. Hist. element, the writer makes the recipient feel left out of an important group of fellow "prominent business communicators." And while the two-page memo/letter goes on to describe the benefits of membership, the business-like opening has the recipient wondering why he isn't on the "active membership roster" even before he reads about those benefits. Coincidentally co·in·ci·den·tal adj. 1. Occurring as or resulting from coincidence. 2. Happening or existing at the same time. co·in , NL/NL recently began using a similar approach in its letter to persons mentioned in the newsletter: Dear Colleague: Enclosed is a recent issue of The Newsletter on Newsletters in which you or your organization is mentioned. Considering your notable activities in the newsletter and specialized information industry, I'm surprised to learn that you do not subscribe to Verb 1. subscribe to - receive or obtain regularly; "We take the Times every day" subscribe, take buy, purchase - obtain by purchase; acquire by means of a financial transaction; "The family purchased a new car"; "The conglomerate acquired a new company"; The Newsletter on Newsletters.... The idea is to make recipients feel their accomplishments automatically go hand-in-hand with membership or subscribership. |
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