Page 129 - TX_Marketing 2_M1_v2

Whenever we use transitions such as "consequently," "as a result of" or "thus," our

audience automatically knows that we are going to deliver a "point" supported by the
previous information because of the terms' everyday usages. This means that you do

not have to rely on obtaining an audience of logicians to keep pathos open as a

means of persuasion. You can extract the logician in most people by carefully
selecting conditional transitions that inherently distinguish your supportive

information from your deductions.

Activity: Choosing Clarity

For the following activities, reference the following paragraph:

We need to focus on all the aspects of the firm's various proactive solutions for our

clients, like relocation programs. We offer relocation programs, manage and
advertise listings and represent buyers. Marketing should cover all aspects.

Expansion of the marketing program is important so that the clients can know about

all the services that we offer and not just those that they might traditionally associate
with a real estate brokerage or potential business might be lost to the competition

and we might also lose service referrals that could include various types of services

might never be received by the various members of our brokerage firm. We have set
up a plan. Meeting will be at 4:30 in the conference hall so bring your ideas.

Editing Passage #1: Brokerage Marketing

Look over the first paragraph. Notice that while some general points get across, it’s

muddled and overall unclear. As with most problematic passages, a lack of structure

is one of the big problems. So let's try to remedy that first. Looking at the passage,
try to extract:

The artistic information

The inartistic information
The "point" or topic sentence

TX Marketing II: Negotiation Techniques 128