• You need to add more benefits to persuade your readers.
• You need to select an organizational structure.
• You need to write a less intimidating close.
Go ahead and revise Les’s E-mail.
Here’s how Les revised his E-mail:
Hi Sales Team:
According to our latest customer survey, over 30 percent of
customers report feeling overwhelmed by their frame options.
We want customers to feel confident that their decision is easy;
we don’t want them feeling overwhelmed. Anything we can do
to assist customers in making quick and confident decisions
will increase sales and customer retention.
One strategy we can all implement is to avoid leaving eyeglass
frames scattered over the counter. Scattered frames seem
to create confusion in customers who are trying on frames,
making it harder for them to make a choice. It also looks
chaotic, even intimidating, to customers entering the store.
You’ll create a more comfortable and relaxed environment
for your customers by keeping frames organized. Instead of
allowing the frames to be haphazardly scattered on the
counter, either line them up neatly or arrange them on one of
the black velvet pillows available for this purpose.
Any other ideas about managing the display of frames
under customer consideration? E-mail me with your best suggestions,
and I’ll pass them on to the entire team.
Best, Les
Notice that Les’s revision is much more positive and detailed than
his first draft. “I took about five minutes to analyze my first draft. That
small amount of time allowed me to identify specific problems. Keeping
them in mind made the revision process easier.”