111 ABC Road,
210 Lester Way
Rochester, NY 14623
Dear Mrs. Faniglia:
We have received your letter dated February 23, 2013. Firstly, we would like to thank you for your feedback, and for having notified us of your concerns. We understand the issues you are facing with our product ‘I CAN SPEAK!’, and hope that this letter answers all your questions/concerns.
Secondly, we understand that you are not happy with the exactness of the facial expressions of our product. I would like to point out to you that we have already worked on that aspect, and the result is the ICS2000, which is an upgraded version of the ICS1900 (which I believe is the product you have at present). The ICS2000 has a custom designed mask, which looks almost exactly like your baby! As you are one of our valued customers, we would like to offer you a free up-gradation to the ICS2000. Further, as a sign of goodwill, we would also like to offer you a free trial of the new feature of our product – the voice model. This feature simulates the voice of your baby (or the expected future voice), by recording the present vocal structure of your baby. We assure you that with the changes in the ICS2000, the simulation experience is very close to reality. Please write to us on the date of convenience for your product’s up-gradation.
We hope that we have cleared all your doubts concerning our product. We want you to know that customers’ feedback is very valuable to us. So please do not hesitate to contact us regarding any further queries/complaints/suggestions. We look forward to a serving you for a long time.
Sincerely,
Explanatory letter:
The purpose of the above letter is to satisfy the customer Mrs. Faniglia, and convince her to not return the product. The main rhetorical appeals used are pathos and logos. Pathos is important in this context as the product deals with the customer’s baby. Logos is always important in marketing – even the most vulnerable people look for some logic before buying a product. This letter is structured in a way to methodically answer the customer’s concerns with logical reasoning, and then offer irresistible add-ons that she cannot refuse. The mentality of most people in this situation would be “What’s the harm in trying out the new feature? After all, it’s free” (Logos).
