f 525247 Ch04.

qxd 11/17/03 9:03 AM Page 137

Business Requests / 137

So here it goes.
I am a NYC-based comedy writer/copywriter. I’m writing an article and want to do a lecture
entitled “The Secret to Effectively using Humor in Direct Mail.”

You had mentioned on some lecture tapes that humor works if used correctly. You discussed it
a little, but then didn’t go much into the subject.

My question is whether there are any statistics or studies done that I could use as proof in my
article or lecture? I know how to effectively put humor into a piece that will help the copy —
and not hinder it.
BUT, as you know, marketers have a need for concrete proof and numbers crunched. Was
there ever a study done on this subject? If you can assist me with this small request I would be
most appreciative. I look forward to winning my bet.

Respectfully,

Tony Lipkins

Tips for Requesting a Business Favor

• Remember that the reader does not owe you anything. Do not imply that he
does, in any way.
• Acknowledge that he must get many such requests and be far too busy to
respond to most of them, and that you understand that. Then give him a
reason to respond to yours. This may be flattery or a benefit.
• Always ask. Never demand. Do not use the appeal “didn’t you wish some-
one would have helped you when you were starting out like me?” It falls on
deaf ears and only serves to alienate the reader.
• As a show of appreciation, you may want to offer a gift, such as a free
membership, free product, or free service as an incentive. The reader will
probably not accept the gift, however, especially if taking advantage of it
takes time.
• If you have had positive personal dealings with some of the recipient’s
peers, mentioning their names may help warm the recipient to the idea of
helping you.

REQUESTS FOR COOPERATION OR ASSISTANCE

In today’s corporate world, few projects of any significant scope are accomplished
without the help of others. The challenge is how to get that help, especially from peo-
ple who may not have the time, inclination, or desire to give it. You’d need, for exam-
ple, cooperation to set up a meeting, resolve a credit issue, or extend a deadline.
f 525247 Ch04.qxd 11/17/03 9:03 AM Page 138

138 / General Business Correspondence

Format: [See Appendix A: Fig. A-1. Simple format for letters and memos.] Typed/
word-processed. Business or personal letterhead.

Style/Tone/Voice: Depending on the seriousness of subject matter, can be informal or

formal. Active tone or voice. [See Part I for more on these subjects.]

Structure: (1) Explain who you are (if they don’t know you), (2) State your request, (3)
Give details, (4) State why you’re writing them (i.e., why they were chosen), (5) Ask for
their cooperation, (6) State follow-up steps.

Handy Phrases: Your firm has the reputation; Would you be willing?; I’m looking for
information; Are you available?; We eagerly await your reply; Would this be of interest?

See also: Part II: Requests; Part IX: Common or Possible Client-to-Vendor Requests.

Dear Jack:

I have a favor to ask. I’m putting together a schedule for the factory so that we can stay on
track with production of our new design.

Since you are the most knowledgeable about the new application for the widgets, I’d love to
have our engineers meet with you for about an hour early next week so that we can review
your changes and make a final CAD design.
I know that you’ve got a busy schedule, so if there are any projects we can handle for you in
return, we’d be happy to do so.

I hope you’ll be able to work with us. I’ll call you later this week to see if you’re available.

Thanks so much, Jack. You’ve already given so much to this project and it’s much appreciated.

Regards,

Dave Smeltzer

The following is a more formal letter of request. In the example above, the relation-
ship was already established, the writer knew the recipient. In the letter below, the
writing is more formal, appropriate if the relationship is not an ongoing one.

TO: Mr. Iishi

FROM: Mark Douglas
RE: Taiwan widgets
CBAC, Inc., is interested in purchasing FB1-type widgets from our Taiwan factory. The factory
representative in Japan, Mr. Yamashita, informed CBAC that they would not support this busi-
ness. Additionally, Mr. Okamura from the overseas sales department also declined to support
this business. CBAC is still looking for overseas sales support and would like your group to
support this business.