Element 1 - positive opening
The author chooses to use the indirect approach and starts with a positive opening by showing support.
We are anxious to help make your anniversary sale successful.
Element 2 - rationale
Rather than just state that it's against store policy to provide in-store demonstrations, this author chose to start with an accurate and specific rationale, so the reader has a better understanding of why his request is being denied. And the author is positive in stating the benefits, continuing the rationale after stating the bad news.
A survey of our dealers three years ago indicated they felt the space taken up by in-store demonstrators and the resulting traffic problems were not worth the effort; they were also concerned about the legal liability of having someone cooking in their stores. In response to these dealer concerns, we eliminated in-store demonstrations and now advertise exclusively in the print media. Doing so has enabled us to begin featuring a two-page spread in each major Sunday newspaper, including your local paper, the Courier.
Element 3 - bad news
The author states the negative information clearly and briefly.
...we eliminated in-store demonstrations.
Element 4 - compensation
The author offers another idea:
A dealer in switched from using in-store demonstrators to showing a video continuously during his microwave sale. He used the ten-minute film Twenty-Minute Dinners with Pizzazz (available for $45 from the Microwave Research Institute, P.O. Box 800, Chicago, IL 60625) and reported a favorable reaction from customers.
Element 5 - positive closing
Finally the author closes on a positive note with encouragement for the future.
Best wishes on your anniversary sale.
