Chinaberry, Inc. Revisited being upfront with customers has been part of Chinaberry, Inc.

Chinaberry, Inc. Revisited being upfront with customers has been part of Chinaberry, Inc.’s

philosophy since its founding in 1982, when the owner would include handwritten notes to

customers with each order. Communicating with customers and educating them on making

conscious buying decisions has long been part of the way Chinaberry, Inc. does business. This

openness with customers allows the Company to minimize the possibility of a negative reaction

to bad news.

PROBLEM

Currently, more than 3.5 million customers receive the Chinaberry catalog of children’s and

family products three times each year. Suppose that increased printing and mailing costs for the

catalog are forcing the company to consider raising merchandise prices. Instead of raising prices,

however, the company to consider raising merchandise prices. Instead of raising prices, however,

the company has decided to save money by reducing the number of customers who receive the

catalog. Beginning with the next catalog, only customers who have placed an order within a 12month period will continue to receive all three yearly issues; other customers will receive only

the holiday catalog that is sent out in December. Customers who place an order will

automatically receive the next three issues of the catalog. As a copywriter for the Chinaberry

Catalog, your job is to communicate this new policy to customers in a column in the next issue of

the catalog.

PROCESS

a. Describe your audience. (Hint: You may wish to visit the chinaberry website at

http://www.chinaberry .com to learn more about the Company’s customer demographics.

The Dear Friends and Musings links will provide examples of the style of writing that appears

in the catalogs.)

b. Will you use the direct or indirect form of organization for your message? Why?

c. Write your buffer opening, remembering the need to retain customer goodwill.

d. What points should you make in discussing the reason for this decision?

e. Write the closing of your message, striving for a positive, supportive tone.

PRODUCT

Using your knowledge of bad-news messages, write the column for publication in the Chinaberry

Catalog.