Ch 10 Writing Persuasive Messages and Proposals
Which of the following are examples of intangible rewards?
-increased self-esteem -gaining respect from coworkers
Which of the following subject lines would be most likely to get a reader's attention without being flagged as spam?
Keep your house warmer this winter.
In an overtly persuasive message, the central appeal should come
after introductory material intended to get readers or listeners on your side.
A frozen food company that regularly posts recipes featuring its products on social media sites is engaging in
content marketing
A brief message that appears after the closing of a sales message is called a
postscript.
Benefits that readers get automatically by complying with a request are called
product benefits
In a business setting, the initials RFP stand for
request for proposals
Instagram is particularly useful for
-businesses targeting young people -global businesses
Which of the following are methods of linking to other sources of information that can be used in mailed sales messages?
-phone numbers -invitations to visit websites or social media -addresses
Which of the following scenarios would require an external proposal?
-proposing a merger with another organization -attempting to secure business from another company -seeking money from a grant-awarding organization
Which of the following are examples of why you might be required to write an internal proposal?
-to request better equipment -to increase the size of your departmental budget -to change an established procedure
Which of the following suggestions should be followed when developing the appeal in a persuasive request?
-use concise language -use logical, engaging details -project an appealing image
A persuasive message is defined as
any attempt to offer something to readers or listeners in exchange for some of their resources.
Presenting a shared problem and casting the request as a solution to the problem is called the
common-ground persuasion technique
A direct order is most effective when
the reader is very likely to do what your are requesting.
Logical appeals are most appropriate for products that help customers do what?
useful for selling products that help readers: - save money, -do a better job, or -get better use from a product
A persuasive request should develop the strategy using persuasive language and the ___________-viewpoint.
you
The description of your plan for writing a business proposal should indentify
"deliverables," or tangible products
Which of the following should be included in an RFP?
(request for proposals) -clear statement of the organization's need -proposal guidelines -information on the approval process
Which of the following are examples of a persuasive request?
(require an indirect, deliberate approach) -asking your boss for an ergonomic keyboard -sending a fundraising newsletter -reminding employees to show up on time
Which of the following are examples of psychographic information?
(such as social, political, and personal preferences) -favorite foods -exercise habits
Which of the following should be avoided in the opening of a sales message?
- don't say anything to make your reader feel tricked (promises that you are unlikely to keep)
Which of the following might be offered in a character-based appeal?
-celebrity endorsement -chance to associate with a trendsetting company -expert testimony
Which of the following are techniques that make sales letters more effective?
-combining them with other sales strategies -targeting them to a more receptive audience
Which of the following are common features of sales writing?
-fast pace -sentence fragments, catchy slang -conversational tone
Which of the following are the main goals of the opening of a persuasive request?
-gain attention -lead the reader in the central strategy
Which of the following are ways in which Twitter can be used to promote a product or company?
-group Twitter chats -retweets of useful or interesting information from others -direct dialog with other users
Which of the following are goals associated with content marketing?
-increase brand awareness -gain respect from prospective customers -motivate readers to seek more information
Which of the following are ways in which Facebook can be used to build brand equity?
-interacting with customers via polls and direct messages -posting sales messages and content marketing in the form of visuals, text, and video -attracting "likes" and followers
After grabbing the reader's attention in the opening, the next steps are to
-overcome common objections -answer reader's likely questions -expand on the main appeal
WHich of the following are part of the basic criteria used to evaluate a business proposal?
-qualifications of the proposer -return on investment -desirability of the solution
Which of the following are benefits associated with blogging?
-skilled bloggers considered "thought leaders" -sharable content via social media -increased web and search engine presence
The opening segment of a proposal should include
-the reader's need -a statement of your purpose
Which of the following are objectives of an unsolicited proposal?
-to build your credibility -to get the reader's attention -to describe a need and your ability to answer it
What percentage of the US population regularly uses the Internet?
88.5%
WHich of the following is something that makes proposals different from reports?
They are meant to persuade
Which of the following is an effective request?
Your contribution of $20 or more will make a profound difference in the lives of children in need.
Which of the following would help develop the emotional appeal of a new coffee shop targeted to young customers?
a description of the trendy atmosphere, late hours, and live music available at the coffee shop.
The value of a company's positive image and name recognition is called
brand equity
After researching your product and potential customers, the next step in preparing to write a sales message is
choosing the most effective sales media
product feature
describes a feature of the product (lightweight materials)
Which format is typically the most appropriate for internal proposals?
An advertisement promising to make your more attractive and popular is based on which category of persuasive appeals?
emotion
A sales message for a spa service promising a "refreshed, revitalized, rejuvenated you" is using an
emotional appeal. (those based on our senses and emotions)
A grant request written by a business owner to the local government would be an example of an
external proposal.
In general, _______________ are more formal than internal proposals.
external proposals
Compared to Pinterest, Instagram is significantly better at
giving businesses access to an equal number of male and female users.
What should you imagine while preparing to write a sales message?
how the customer lives now and how they'd live after purchasing your product.
In making a sales request, readers should be enticed to act
immediately.
Which of the following characterizes the modern seller-buyer conversation about a product or service?
information symmetry (both parties are well informed)
Email sales messages should include at least one
link
At large firms, information on potential customers is typically gathered by
marketing departments or agencies
Sales emails that customers sign up for based on their interests or past purchases are called
permission-based emails
When writing a blog post, the tone should be
personal and somewhat casual.
Product benefit
persuade by enabling readers to envision the features of the recommended product or action in their world. (less foot pain)
Letters, emails, blog posts, Facebook pages, and other items persuading readers to purchase a product or service are know as
sales messages
In order to maximize reader involvement with a sales message, the writing should use the ___________ person.
second
Research has shown that more than 80% of marketers tweet between one and __________ times per day.
six
A proposal written in response to a request from another business or organization is called a
solicited proposal
In the U.S., the law requiring that recipients of commercial email be given the chance to opt out of messages is called
the CAN-SPAM Act.
