The Grade

• Problem description

Six of our computers were recently infected with the ‘Melissa’ virus, and we lost at least 25 work hours trying to repair the problem.

• Unexpected statement

If you checked carefully, you’d probably find that 20 percent of your customers account for 80 percent of your profits.

• Reader benefit

Now you can immediately protect all your computers from the latest viruses with our online anti-virus program.

• Compliment

Because no one generates as much audience enthusiasm as you do in your presentations, we are asking you to speak . . ..

• Related fact

A virus is a computer program written to perform malicious tasks.

• Stimulating question

How would you like to cut employee overtime costs in half?

Building Interest Samples

• Supply facts and figures.

Currently 16,000 known computer viruses are in effect, and the number increases by 300 to 400 each month.

• Give examples.

One company lost valuable data and had no recent backup disks to replace infected files.

• Cite expert opinion.

“Hostile code can hit without warning,” says virus specialist Dr. Tony Timm, “so companies must have a virus antidote or they risk all their operations.”

• Provide specific details.

In a test comparing six of the leading anti-virus programs, our program was

flawless in virus detection, easy to administer, and low in ownership cost.

• Mention direct benefits.

Our anti-virus program can protect you from subtle corruptions of data that may go unnoticed for months.

• Mention indirect benefits.

Your company continues to be a pacesetter in the health care industry by setting an example for other organizations that are bewildered with the increasing number of viruses.

Guffey, Business Communication: Process and Product, 4e

Chapter 10 Masters © 2003 South-Western