the property owners need to know how they would bene- switch devices. You would not invest time and money in a fit from your services. They need to know how your product just because it is popular; you would invest time qualifications would enable you do the best possible job. and money because the product is effective And the letter should stress ways in which your services are To make sure that you focus on the reader's point of superior to those they are currently using. Will your ser- view when you write, ask these kinds of questions vices save them time or money? Will your services offer What is it about this subject that interests the reader? better quality work? Is your management company able to m How would the reader benefit from doing what you retain tenants better than the current firm? This is the kind want him or her to do? of information needed to convince someone to use your a What concerns or objections is the reader likely to services have about what you are proposing or Providing your reader with the right information is Often, you will have never met your readers or even important, but it does not guarantee that you will write an talked with them on the phone. Even if you have met your effective letter. If you want readers to understand your mes- readers, you might not know them well enough to predict sage and take your points seriously, it is important to plan how they will react to your inquiries. When this happens your writing carefully. Here are some steps to follow: use what you do know or can safely assume about the per- a Think about the subject from your readers point of son to answer the questions. For example, if you're asking vIew condominium owners to spend money on common-area a Focus on your main point. improvements, you can assume that they want to know a Determine what facts and ideas to include exactly how the expenditure will benefit them, what risl Put Yourself in Their Shoes It is easy to get so caught up in the task of Dear Valued Resident, writing that you forget you are writing to real people. Unfortunately, if you think about the subject only from your own point of view, you We regret to inform you of our cend to focus on information that interests or onvinces you, limiting your ability to per change in rental policy effective suade and influence your readers. Instead, June 1. We no longer accept consider the readers needs, interests. and con- cerns. You will find it much easier to decide rmation to include Suppose a security company asks you to install new are involved, and how much the improvements will cost. security device in your strip mall. The device is more They will also want to know how long the project will take, expensive than the one you are currently using, but the how it will affect their lives, and other relevant details company guarantees a reduction in theft. In order to install However, in order to persuade them to accept the charges, this model, you will have to disconnect your current sys- you need to convey that the improvements are necessary tem for a couple of days and hire contractors to come and and the improved services will enhance their lives. Write rewire your center. Which of the following points would be the memo as if you were a condo owner and someone was most relevant and persuasive? asking you to spend money on a new project--what would Point 1: This is the most popular security model on the convince you to agree to the charges market and all the other centers in your area tate The Action Clearly point 2: The security company guarantees reduction of Have you ever received a letter that left you wondering, theft or will refund your money. What in the world is this person trying to say! "For exam You can see that although it is nice that the device is ple, suppose you receive a letter from a prospective tenant pular, the money-back guarantee and the promise of pointing out a series of defects in a property you manag theft reduction will be the features that motivate you to After reading the letter two or three times, you hare a MAYJUNE 1998 77