Apply It: Chapter 08 Persuasive Messages

What motivators should the action section of your sales message include? Check all that apply. A satisfaction guarantee An unauthorized endorsement A deadline A proof of purchase

A satisfaction guarantee A deadline

Select the correct response Which section of a persuasive message for a claim indicates what you want done? Body Opening Close

Close

When writing a sales message in which price is an issue, what can you do to reduce resistance? Check all that apply. Show the price in large units. Compare your prices favorably with those of a competitor. Stretch the truth to make your product look better. Delay mentioning a price until after you create a desire for the product.

Compare your prices favorably with those of a competitor. Delay mentioning a price until after you create a desire for the product.

E-mail and Internet marketing campaigns allow you to make the most of limited advertising dollars while reaching a great number of potential customers. Like traditional direct mail, persuasive messages online can help you attract new customers, keep existing ones, and promote future sales. The persuasive techniques used for print messages also work with electronic messages; there are, however, a few key differences. Identify the guidelines for creating effective e-mail sales messages. Check all that apply. Craft a catchy subject line. Focus on a few central selling points. Provide a means for opting out. Keep the main point "below the fold." Send "blanket" mailings.

Craft a catchy subject line. Focus on a few central selling points. Provide a means for opting out.

What should you include in a persuasive claim or complaint message? Check all that apply. Accusations of deceit Blow-by-blow chronology of details Data that justifies your claim A calm expression of personal disappointment or other feelings

Data that justifies your claim A calm expression of personal disappointment or other feelings

Being ready to respond to conflicting beliefs, values, and attitudes. Make reasonable and specific requests Recognize the power of loss Establish credibility Expect and overcome resistance

Expect and overcome resistance

2. Planning and Writing Persuasive Requests In a business environment, persuasion is critical to success. Persuasion is necessary when you anticipate resistance or when you are making more than routine demands. When crafting a persuasive message, which of the following should be included? Check all that apply. Facts, statistics, expert opinions, and examples Direct and indirect benefits to readers All-or-nothing options An easy excuse Established credibility

Facts, statistics, expert opinions, and examples Direct and indirect benefits to readers Established credibility

Which example requires that the manager use persuasion to achieve his/her goal? Customer service procedures Finding volunteers to work at a charity event Technology policies How to use equipment

Finding volunteers to work at a charity event

Identify an element of a successful persuasive tweet. Include a call to action to click a link, sign a petition, or follow a related company outlet. To fit in all the AIDA elements, break a longer message into a multi-part tweet. Target tweets at notable public figures in the hopes that they will retweet.

Include a call to action to click a link, sign a petition, or follow a related company outlet.

Why is the body (middle paragraph) of this message effective? It addresses the reader by name. It avoids mentioning direct benefits and demonstrates openness. It builds interest and notes direct and indirect benefits.

It builds interest and notes direct and indirect benefits.

Which of the following are elements of an effective persuasive message to a superior? Check all that apply. Make a dollars-and-cents case. Ignore risks involved. Avoid sounding pushy. State ideas timidly. Describe benefits and risks involved.

Make a dollars-and-cents case. Avoid sounding pushy. Describe benefits and risks involved.

Effective claim and complaint messages: Vent anger Provide a blow-by-blow description of details Make a reasonable request

Make a reasonable request

6. Grammar/Mechanics Checkup 8: Commas 3 The following questions will test your knowledge of comma usage. Identify the comma error(s), and choose the best revision. Please welcome Mr. Michael Mikes, Jr., our lead intern. Please welcome Mr. Michael Mikes, Jr. our lead intern. No error Please welcome Mr. Michael Mikes Jr., our lead intern.

No error

5. Creating Effective Sales Messages in Print and Online Sales messages use persuasion to promote specific products or services. Although you may not have to write sales letters in your career, you can use the techniques of effective sales letters to help you promote your ideas, your organization, and even yourself. Professionals follow the AIDA pattern (attention, interest, desire, and action) for persuasion, which works well for written messages. Messages following the AIDA pattern open with an attention-getter. Read the following attention-getter, and answer the following question. Register at MyBirdWatch.com now and receive a limited lifetime supply of suet for your backyard friends! Which hook does this attention-getter use? Open-ended suggestive question Offer Testimonial

Offer

Select the correct response What is a key element in motivating change? Threats Anger Persuasion Action

Persuasion

What is effective about the closing (paragraph 4) of the previous message? Check all that apply. Asks stimulating questions Provides a specific date Gains attention Motivates action

Provides a specific date Motivates action

Nia used to come in to work around 8:30 each day. She moved to a new department and noticed that her manager and senior coworkers come in before 8:00 a.m., so Nia has started coming in to work before 8:00 a.m., because her manager and senior coworkers do. Which type of psychological trigger has persuaded Nia to change her work routine? Check all that apply. Commitment Social proof Scarcity

Social proof

The closer, you get, the farther, you are. The closer you get, the farther, you are. The closer you get the farther you are. The closer you get, the farther you are.

The closer you get, the farther you are.

In paragraph 4, which statement motivates action? The first 25 guests will receive a complimentary Panda Eco-Friend end table. Together, we look forward to a sustainable future. So, take the Parkway to Exit 12 and join us for this momentous occasion!

The first 25 guests will receive a complimentary Panda Eco-Friend end table.

Ms. Jones, the CEO of First Bank, is hoping that her employees will buy into a new performance review system. Which of the following statements would be most likely to help Ms. Jones achieve that buy-in? The new performance system will help ensure all employees are treated fairly. Please let me know which parts work best for you, and those that do not work well for you. If you don't agree to use this new performance system, I'll be forced to reduce the wages of everyone in the company. The new performance system starts on Tuesday of next week. Be prepared to use it. Six companies in our industry have new performance systems. We need one too, and we're going to start using it today.

The new performance system will help ensure all employees are treated fairly. Please let me know which parts work best for you, and those that do not work well for you.

Which of the following paragraphs most effectively completes the [CLOSING] section of this message? Therefore, we would like to invite you to be the keynote speaker for the second annual ELY conference. If you are able to join us, please call me before the middle of this month. Therefore, we would like to invite you to be the keynote speaker for the second annual ELY conference. The keynote address is scheduled for 10 a.m., Friday, April 16, in the Jackson High Memorial Auditorium. Our students would be honored by your presence. If you are able to join us, please call me at (555) 673-3333 by March 15 to make arrangements.

Therefore, we would like to invite you to be the keynote speaker for the second annual ELY conference. The keynote address is scheduled for 10 a.m., Friday, April 16, in the Jackson High Memorial Auditorium. Our students would be honored by your presence. If you are able to join us, please call me at (555) 673-3333 by March 15 to make arrangements.

Lining up plausible support such as statistics, reasons, and analogies. Create specific requests Compromise Recognize the power of loss Tie facts to benefits

Tie facts to benefits

Toben was very very disappointed that he was passed over for promotion. Toben was very, very, disappointed that he was passed over for promotion. Toben was very, very disappointed that he was passed over for promotion. No error

Toben was very, very disappointed that he was passed over for promotion.

Tony asked "Did Marge receive the goldenrod or yellow copy?" Tony asked, "Did Marge receive the goldenrod or yellow copy?" No error Tony, asked "Did Marge receive the goldenrod or yellow copy?"

Tony asked, "Did Marge receive the goldenrod or yellow copy?"

Identify the key elements to incorporate when making a request for a claim or adjustment. Check all that apply. Strong emotion Valid request Objective statement of the problem Moderate tone Blame Specific action

Valid request Objective statement of the problem Moderate tone Specific action

Yesterday we ran 27 new customer transactions; today none. Yesterday we ran 27 new customer transactions; today, none. No error Yesterday we ran 27 new customer transactions, today, none.

Yesterday we ran 27 new customer transactions; today, none.

Today, persuasive techniques are subtle, and sometimes misleading. Select the best choice. Today's persuasive techniques are more effective when they use empathy .

empathy

3. Writing Effective Persuasive Claims and Complaints Effective claim and complaint messages: blame the receiver. present a logical case with clear facts. communicate feelings with anger.

present a logical case with clear facts.