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Chapter 8—Delivering Persuasive Messages
TRUE/FALSE
1. Paragraphs in a persuasive message are
typically long in order to achieve the writer's persuasive purpose.
2. The principles used in selling an idea are
similar to those used in selling products.
3. Bonita wants to sell her consulting abilities
to a potential client. She should use principles that are similar to those used
in selling products and services.
4. Knowing the needs of the receiver is
essential to preparing an effective sales message.
5. Ken is preparing a persuasive message to
business owners in his community. Before he writes his message he should try to
understand what characteristics these owners have in common, such as the goals
and educational status.
6. An effective persuasive message employs
concrete and specific language to create an accurate representation of the
product, service, or idea.
7. An effective persuasive appeal includes a
central selling point that is woven throughout the entire message.
8. Santosh, a computer service firm owner, has
drafted a sales letter to area businesses in which he has emphasized his
central selling point— immediate, personal service—in each paragraph. To keep
the recipient’s interest, he should edit his message to include the idea of his
central selling point in only one paragraph.
9. Gabrielle writes a sales message in the AIDA
approach. She should Announce her intention, Infer the central
selling point, Deal with objections, and ask the reader to take Action.
10. Rhamel writes a sales message in the AIDA approach. He gets the
receivers Attention, creates an Inference, creates a Decision for the receiver,
and encourages Action.
11. Will Frazier has written you to inquire about the features of your
company’s new netbook; you should begin your reply with an attention-getting
sentence to build interest in owning a netbook.
12. The first step in the selling process is to introduce the foremost
feature of the product, service, or idea.
13. A response that is sent to someone who has invited a persuasive
message requires an attention-getting sentence to start the message.
14. A recommended way to subordinate the price of a product is to
reveal it in a sentence that also refers to the central selling point.
15. Eduardo concludes his sales message for video game subscriptions
by instructing receivers to "Let us hear from you if you are interested in
subscribing to our service." This is an effective request for action.
16. When requesting action in a persuasive message, wording such as “I
hope you will . . .” and “If you agree . . .” is recommended as a courteous way
to present the recipient with the choice of whether to respond favorably.
17. An effective action paragraph in a sales message reminds the
recipient of the benefit, which may be another referral to the central selling
point.
18. Common types of persuasive requests include claim messages and
requests for special favors and information.
19. While the majority of claims against companies come from unethical
individuals, companies must still respond because of the few who believe they
have a legitimate claim.
20. Only communication directed to individuals outside the
organization requires use of the inductive approach.
21. Archco Inc. and Suage Enterprises share a lobby where Suage has
been storing computer equipment. Martha, CEO of Archco Inc., is writing a
letter to Suage asking that the equipment be removed. She should make her point
in the first paragraph and follow with supporting details.
22.
Brandy is writing a memo to a team of people who will help her
launch a new product line for the company. To convince them that their
extensive commitment is justified because of the importance of the product to
the company's future, she should employ the deductive strategy in her
persuasive approach.
MULTIPLE CHOICE
1. Which of the following is FALSE
about persuasive communication?
|
a.
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It is the ability to influence others
to accept your point of view.
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b.
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It often involves manipulating someone
into taking the action favored by the communicator.
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c.
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It involves the honest presentation of
information.
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d.
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It is the organized presentation of
information on which a person can choose to act.
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2. Before preparing a sales message for a
digital video recorder, Russell will need concrete answers to questions such as
|
a.
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What will the product do for the
receiver?
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b.
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What are the products inferior
features?
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c.
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How is the product similar to other
competing products currently being used?
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d.
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What is the cost to the company to
produce the product?
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3. Josef has responded to product advertising
that focuses on convenience, durability, and service. At which level of
Maslow’s need hierarchy is he most likely motivated?
|
a.
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Security
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b.
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Social
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c.
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Ego
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d.
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Self-actualization
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4. As indicated by Maslow's need hierarchy,
people may respond favorably to
|
a.
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appeals that focus on promises of best
price and the need to find a bargain.
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b.
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appeals that fulfill physiological,
security, and safety needs.
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c.
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appeals that fulfill social, ego, and
self-actualizing needs.
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d.
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both b and c.
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5. Marcus is writing a persuasive message asking
his employees to complete an online company survey. Which of the following
should he avoid when writing his message?
|
a.
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Keeping paragraphs short
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b.
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Using concrete nouns and active verbs
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c.
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Focusing the spotlight on benefits to
the company
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d.
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Using an inductive outline
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6. To overcome receiver resistance to a
persuasive appeal, the price typically should be
|
a.
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mentioned early in the message to
avoid the impression of deception.
|
|
b.
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delayed in the message until reader
benefits have been established.
|
|
c.
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implied or stated in broad terms.
|
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d.
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omitted from the sales message.
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7. Which of the following is the suggested
four-step sequence for an inductive outline?
|
a.
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Mention the product, service, or idea;
get the reader's attention; present solid evidence of quality; and encourage
action.
|
|
b.
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Mention the product, service, or idea;
get the reader's attention; ask for specific action; and present documentable
evidence of claims.
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c.
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Get the reader's attention; introduce
the product, service, or idea; present valid evidence of claims; and ask for
action.
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d.
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State your reason for writing; mention
your product or service, present convincing evidence regarding the claims
made; and encourage action.
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8. Which of the following summarizes the AIDA
steps in the persuasive process?
|
a.
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Get attention, investigate options,
create desire, encourage acceptance.
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b.
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Gain acceptance, invite questions,
designate action, encourage action.
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c.
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Get attention, arouse interest, create
desire, encourage action.
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d.
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Get attention, initiate action,
discuss benefits, create acceptance.
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9. Khristopher has sent an email requesting
information on a particular plasma television he saw on a company’s website.
What is the writer’s task in replying?
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a.
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To send as much information as
possible on plasma televisions
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b.
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To gain Khristopher’s attention as to
the benefits of plasma televisions
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c.
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To answer Khristopher’s questions
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d.
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All of the above
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10. Which of the following is the BEST introduction of a
product or service in a sales message?
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a.
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Feel the warmth of the sun and the
rush of the wind as you cruise through town in your new Trinity convertible.
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b.
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This is your year to buy a new car,
and we can help.
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c.
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Wow...do we have the car for you!
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d.
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The Trinity convertible has the power
and style that few others can offer.
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11. Which is the BEST choice for the first sentence of a
sales message?
|
a.
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An acknowledgment of the receiver's
interest in your product
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b.
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A description of your product
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c.
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An astonishing fact related to your
product
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d.
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The price of your product and easy
steps for taking action
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12. The central selling point in a persuasive message
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a.
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appears only once in the message and
should, therefore, be carefully placed for best effect.
|
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b.
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is usually price.
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c.
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can be thought of as the message’s
theme and appears throughout the message as a common thread.
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d.
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appears only in the attention and action
stages.
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13. Which of the following is an effective device for gaining
attention in a persuasive message?
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a.
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A personal experience
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b.
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A startling announcement
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c.
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A gift or product sample
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d.
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All of the above are effective
devices.
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14. Techniques for preparing effective sales messages include all EXCEPT
|
a.
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presenting supporting evidence to
satisfy the receiver’s needs.
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b.
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making the action clear and simple.
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c.
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offering a guarantee or including an
enclosure.
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d.
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requiring an immediate response from
the receiver.
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15. A persuasive email message to promote pop-up ad blocker software
has as its central selling point the protection of children from pornography.
The central selling point should
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a.
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appear early in the message when the
product is introduced.
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b.
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appear at the end to reinforce the
requested action.
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c.
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be reinforced throughout the message.
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d.
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be implied as the product is
described.
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16. Which of the following is FALSE concerning the
providing of supporting evidence in a sales message?
|
a.
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Few people will believe general
statements without the support of factual evidence.
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b.
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Since
research facts and figures can be boring, general remarks about
superior durability and appearance are more effective.
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c.
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Evidence presented must not only be
authentic; it must sound authentic, too.
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d.
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Not only do you have an obligation to
give information, you should interpret it if necessary and point out how the
information will benefit the receiver.
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17. Which of the following is the BEST example of
providing supporting evidence?
|
a.
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Only Strayhorn tools will give you the
added power you will need for those extra tough jobs.
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b.
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I’m certain you will be proud of your
new Strayhorn tools as I use them myself.
|
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c.
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The newly patented ratchet makes the
Strayhorn wrench a unique and powerful tool for quick car repairs.
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d.
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You’ll make quicker car repairs with
your new, unique Strayhorn tools.
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18. Which of the following is the BEST way to draw
attention to an enclosure that accompanies a sales message?
|
a.
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"Enclosed you will find a
brochure complete with detailed illustrations."
|
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b.
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"We are happy to enclose a
self-addressed postcard for your response."
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c.
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"As you can see on the enclosed
folder, assembly of the desk is very simple."
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d.
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No wording is needed: an enclosure
notation after the signature line is all that is necessary.
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19. Which statement best describes the appropriateness of the
following product claim in a sales letter? "Viruscan is the best virus
defense product available. It offers the most sophisticated and comprehensive
protection for your data."
|
a.
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The passage is appropriate, since the
receiver will likely assume the comparison is with all others, even
though research results are not offered.
|
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b.
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The passage is appropriate, since it
provides vital comparative information while sparing the receiver of
unnecessary and boring details.
|
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c.
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The passage is inappropriate, since
the sender has no ethical right to compare his/her product with others.
|
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d.
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The passage is inappropriate unless it
is followed up with facts about the comparison.
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20. Which of the following is FALSE when offering
guarantees and free trial offers in persuasive messages?
|
a.
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Guarantees and free trials convey a
negative connotation that the purchase could be regretted or refused.
|
|
b.
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The positive connotations of such
messages are stronger than the negatives, since the seller has a definite
plan for ensuring that buyers get value for money spent.
|
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c.
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If terms of a guarantee are long or
complex, they can be included in an enclosure.
|
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d.
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The purpose of the guarantee or free
trial is to deter the reader from personally checking the product and
comparing it with competing items.
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21. Which of the following best illustrates how to overcome people’s
natural resistance to price?
|
a.
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At a cost of only $145 a year, how
could you possibly say "No"?
|
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b.
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With all our discounts, your cost is
only $145.
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c.
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For an economical $145 annual fee, you
can enjoy the special discounts and advance product information available
only to members of the CCY Micro Users Group.
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d.
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When have you received so much in
return for only $145?
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22. Which of the following is NOT recommended in
discussing price in a sales message?
|
a.
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Introduce price only after presenting
the product and its virtues.
|
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b.
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Keep price talk out of the first and
last paragraphs, unless price is the distinctive factor.
|
|
c.
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Mention price in a complex or compound
sentence that relates or summarizes the benefits of the product.
|
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d.
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All of the above are recommended.
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23. A new product to reduce cholesterol is on the market, with a price
that is higher than that of competitors. Where should a writer or speaker
introduce price in his or her sales message?
|
a.
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At the beginning, as an intention
getter
|
|
b.
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Late in the message, associated with
benefit
|
|
c.
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As the final thought of the message to
prompt action
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d.
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Nowhere in the message
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24. Which of the following would be the most effective action-request
statement?
|
a.
|
Make your purchase before December 15
and receive your valuable money-saving rebate.
|
|
b.
|
Don't hesitate another minute over the
wisdom of this decision.
|
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c.
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Purchasing your Zoom mower within the
next few weeks will assure you of paying the lowest price this season.
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d.
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Please send your payment today before
the present inventory is sold out.
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25. Which of the following is the BEST sentence for
getting the receiver to take action?
|
a.
|
Come to our showroom before January 31
and receive your 25 percent discount.
|
|
b.
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Complete the enclosed card at your
earliest convenience.
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c.
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Taking action today may be the
smartest thing you've ever done.
|
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d.
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If you miss this opportunity, you may
never experience the financial freedom you've always dreamed of.
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26. In a sales message, the last paragraph should
|
a.
|
make a final reference to the central
selling point and picture good things resulting for the receiver.
|
|
b.
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depict the action as easy to take and
encourage the reader to act quickly.
|
|
c.
|
ask confidently for action, avoiding
“I hope” and “if” phrasing.
|
|
d.
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accomplish all the above.
|
27. Which of the following sentences provides the most effective
incentive for consumers to complete and return a survey about laundry
detergents?
|
a.
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Return your completed survey by May 1,
and you'll receive $40 worth of coupon discounts on products of interest to
you and your family.
|
|
b.
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Your participation in our survey
enables us to produce the best possible products for you and your
family—products you can trust to be safe, effective, and economical.
|
|
c.
|
We would really appreciate getting
your opinions about detergent brands. Please send back your survey by May 1.
|
|
d.
|
Your cooperation in returning the
survey will help us make laundry detergents even better.
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28. Which of the following is correct concerning the outline for
persuasive messages?
|
a.
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Solicited and unsolicited sales
messages follow the same outline steps.
|
|
b.
|
An attention-getting sentence is not
essential in a solicited sales message.
|
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c.
|
Unsolicited sales messages follow the
same outline as a neutral news message.
|
|
d.
|
Solicited sales messages do not
require a call for action.
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29. A restaurant is faced with the challenge of communicating to its
employees a significant change in service and style. Which method is LEAST
effective for communicating this change?
|
a.
|
Inform employees directly that they
must accept the change.
|
|
b.
|
Emphasize reasons the changes were
made.
|
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c.
|
Explain the employees’ important role
in implementing the change.
|
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d.
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Emphasize the benefits employees gain
from the change.
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30. Which of the following is the BEST beginning to a
persuasive claim message to Ruth’s Catering?
|
a.
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Please reimburse a total of $1,500 for
serving the wrong meal at our recent company dinner.
|
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b.
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Because you served the wrong menu at
our recent company dinner, I am requesting that you reimburse us a total of
$1,500.
|
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c.
|
A problem occurred with the catering
we recently received from Ruth's Catering.
|
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d.
|
Satisfying customer needs has
obviously been a cornerstone in the success of Ruth's Catering.
|
31. Which of the following statements is FALSE
concerning claim messages?
|
a.
|
Most claims are from people who
believe they have a legitimate complaint.
|
|
b.
|
The way an adjuster handles the
complaint determines to a large extent the goodwill of the company.
|
|
c.
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Complainers are less likely to
continue to do business with a company than those who do not complain.
|
|
d.
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Businesses that resolve claims
effectively will retain most of the complainers as repeat customers.
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32. Which of the following is FALSE concerning a
persuasive claim message?
|
a.
|
It should use a deductive sequence.
|
|
b.
|
It should ask for the adjustment late
in the message.
|
|
c.
|
It should stress an appeal throughout
the message.
|
|
d.
|
It should remind the receiver of a
benefit that occurs from doing as asked.
|
33. Kendra is the program chair for an organization and would like to
request permission to use a country club free of charge to host a fund-raising
dinner. Which of the following sentences would be the most successful beginning
sentence?
|
a.
|
We would like to use your country club
to host our annual fund-raising dinner.
|
|
b.
|
We have heard that your country club
is available for outside functions.
|
|
c.
|
Thanks to the thousands of dollars
contributed at our annual fund-raising dinner, people in our community can
get the help they need to pay medical bills.
|
|
d.
|
Your country club is one of the most
exclusive clubs in our community.
|
34. Which of the following is the BEST beginning to an
email request for completion of an online survey about a recently purchased
product?
|
a.
|
Please complete the attached survey
about your recent purchase at our store and click ”Submit” when done.
|
|
b.
|
We are conducting a market survey on
our products and customer service satisfaction.
|
|
c.
|
Online surveys are a fast, convenient
way for us to hear back from our customers.
|
|
d.
|
Your complete satisfaction is our
utmost goal.
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35. When preparing a claim message for which the answer is in
question, you should
|
a.
|
use a deductive sequence.
|
|
b.
|
use the first-person pronoun
throughout.
|
|
c.
|
always provide a comfortable way for
the receiver to say "no."
|
|
d.
|
suggest benefits the receiver will
derive from complying.
|
36. How are effective persuasive memos different from routine memos?
|
a.
|
Persuasive memos are written
deductively.
|
|
b.
|
Persuasive memos are shorter.
|
|
c.
|
Persuasive memos include an appeal and
evidence.
|
|
d.
|
All of the above are correct answers.
|
37. Which of the following provides the BEST opening
line in a persuasive memo asking the company president to provide extra funds
for advertising a new cat food line?
|
a.
|
The purpose of this memo is to request
that additional moneys be allocated to continue to advertise the new SmartCat
product line.
|
|
b.
|
If SmartCat has the chance to build
awareness, it will help the company exceed this year's sales goals.
|
|
c.
|
We all can agree that additional advertising
funds will help a business grow.
|
|
d.
|
SmartCat can help you exceed this
year's sales goals by 10 percent.
|
38. Which of the following is the BEST call-to-action
sentence for a persuasive memo to employees for contributions to the United Way
fund campaign?
|
a.
|
I hope you will use the enclosed card
to respond with your generous gift.
|
|
b.
|
Become part of a winning team by
indicating on the enclosed card your generous gift of $100, $500, or other
designated amount.
|
|
c.
|
If you feel you can help, please tell
us how much you can give; the decision is yours.
|
|
d.
|
Please consider giving as much as you
feel you can to the United Way.
|
SHORT ANSWER
1. You must develop a persuasive sales message
about your company’s new universal remote for use with personal media centers.
Develop a list of specific questions that you need answers to before you can
write this message.
2. Explain how Maslow’s need hierarchy can help
you write a more effective persuasive message to the receiver.
3. Discuss several types of persuasive
communication you might be required to write or present in your professional
and personal life.
4. Your job is to develop an effective message
to market a wireless computer network. Describe five attention-getting ideas
you might use.
5. A salesperson you supervise is having trouble
providing evidence for statements in a persuasive email message that invites
customers to try out a new anti-spam software program. What advice would you
give her?
CASE
1. Retail Store Online Survey
As marketing director for a large chain retail clothing store for
young people, it is your job to collect data on the buying habits of 18- to
24-year-old customers. You want each of your customers to complete an online
survey within five days after the date of their purchase. This information
provides the current information you need for product development, marketing,
and customer service.
Required:
Write a persuasive message asking buyers to complete the online
survey. Your message will be included with the receipt given to each customer
at the time of purchase.
2. Rotary Club Invites Speaker
The Rotary Club in your city would like to invite the attorney
general of your state to speak at its monthly meeting. Although the attorney
general seldom accepts these kinds of invitations, you believe that you can
persuade her to make an exception by asking her to discuss one of her special
projects, ethical business practices. A complicating factor for you is that the
meeting you want the attorney general to attend is only two months away.
Required:
As secretary of the Rotary Club, write this request, adding
whatever terms of persuasion you feel would be necessary to influence the
attorney general to accept. Address the letter to Ms. Susan Reston, Attorney General
of your state.
3. Clean Air Committee Requests Carpooling
As the new chairperson for your company's Clean Air committee, you
are charged with encouraging employees to form car pools. In the past,
employees have resisted forming car pools for a number of reasons, including
the lack of an organized program, the complexity of flextime schedules, and the
extra time needed to pick up people. Your company has agreed to provide
privileged parking spaces to car pool participants but will not provide any
monetary incentives.
Required:
Write a persuasive memo or email to all employees encouraging
participation in car pools. You may add whatever terms of persuasion necessary
to influence them to participate.
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