EXAMPLE OF PERSUASIVE APPROACH

1. The Background:
The manager of a life Insurance Division of Metropolitan Life Insurance
Company is writing a letter to Mr. Dean Talbert, a policyholder.

2. The Letters Job:

Persuade Mr. Talbert to purchase additional insurance with his
accumulated dividends and arrange for future dividends to purchase
more insurance. The manager wants him to fill out and return the
enclosed form authorizing the conversions.

3. The Approach:
Get the readers attention in the opening sentence by making a
statement that makes the reader stop and think, and then continue
reading. Read the example letter.

Metropolitan Life Insurance Company

One Madison Avenue, New York, NY 10010-3690

MetLife
May 18, 1999
Mr. Dean Talbert
3389 Maple Corner Drive
Sanborn, New York 14132
Dear Mr. Talbert:
Did you know that your Metropolitan Life Insurance Policy
No. 275330 has accumulated dividends of $1,431.63? As you
know, the interest earned on the dividends is reportable as
income each year.
Here is a suggestion: Take your present dividends and buy
$2,366.10 in addition paid-up insurance and arrange for
future dividends to also buy paid-up insurance.
This would be a wise move, in my opinion, because:
1. You will no longer have interest to report as income.
2. The paid-up insurance will increase the death benefit to
your wife.
3. The cash value of the additional paid-up insurance is
guaranteed never to be less than the dividends declared.
4. The purchase is made at the net costthere is no charge to
purchase this additional paid-up insurance. As you can
see, at the present each $1 in dividends will buy about
$1.65 of additional paid-up insurance.
If you would like to take advantage of this arrangement,
please sign the enclosed form and return it to me in the
enclosed postpaid envelope.
Cordially,
Joe Grave
cw
Enclosures