Deck 8: Persuasive and Sales Messages

Question 1

Megan is writing a sales letter to her clients. What should she do in the opening of her sales letter?

A) Offer something valuable, promise a benefit to the reader, or use some other technique to gain the reader's attention
B) Convince the reader of the superiority of the product or service being sold
C) Motivate the reader to take action
D) Promise an incentive for responding by a specific date

Answer 1

A
Explanation:One of the main purposes of the opening of a sales letter is to gain the reader's attention so that he or she will read further. Convincing occurs in the body; motivating the reader to take action and promising incentives occur in the closing.

Question 2

The most personal and powerful form of advertising today is

A) e-mail sales messages.
B) product promotion Web pages.
C) mall and shopping center surveys and sample booths.
D) traditional hard-copy sales letters.

Answer 2

D
Explanation:Although sales pitches are presented through all of these techniques, the traditional sales letter remains the most personal and powerful form of advertising.

Question 3

Which of the following is most accurate about the use of persuasion in business?

A) Honesty is not just the best policy-it's the only policy.
B) The goal is to manipulate employees into accepting the message.
C) Some puffery and skillful misrepresentation make persuasive messages more effective.
D) The key to persuasion is proving the weakness of the receiver's position.

Answer 3

A
Explanation:In business, honesty is a cornerstone. It is never acceptable to manipulate, misrepresent, or deceive others. Attacking the reader's position is seldom effective.

Question 4

Which of the following is the best closing for a memo persuading the CEO of your company to adopt a wellness program?

A) Please e-mail me at your earliest convenience with your decision.
B) E-mailing me by August 1 about your support of this new wellness program will allow me to present this proposal at the next strategic planning session.
C) If you have any further questions about this new wellness program, please do not hesitate to contact me.
D) We really need to implement this new wellness program soon.

Question 5

Your primary goal in writing a sales or marketing message is to

A) demonstrate creativity and marketing skills.
B) create a strong personal and professional image for yourself.
C) get your audience to devote a few moments of attention to your message.
D) become a perceptive consumer of ideas, products, and services.

Question 6

The body of a persuasive request should reduce resistance, which means

A) focusing exclusively on reader benefits.
B) offering praise or compliments to shift reader attention.
C) avoiding the mention of any potential reasons for resistance.
D) anticipating arguments and offering counterarguments.

Question 7

The best way to begin a persuasive request is to

A) begin with a neutral but unrelated buffer that leads into the request.
B) immediately prove the merit of your request.
C) capture the reader's attention and interest.
D) explain your request logically and concisely.

Question 8

Learning to compose effective sales and marketing messages benefits you because

A) most employees are expected to write sales and marketing messages.
B) techniques for sales writing can be applied in any persuasive communication.
C) sales campaigns are typically conducted by entry-level employees.
D) companies in today's economy cannot afford to hire specialists to write sales and marketing messages.

Question 9

Effective persuasive claim letters

A) vent the writer's anger and frustration.
B) present a logical case with clear facts.
C) help the reader by showing who is to blame for the problem.
D) display strong emotion.

Question 10

Select the most effective opening for a persuasive letter that invites a state representative to speak at your organization's Flag Day celebration.

A) If you have June 14 open, would you be interested in speaking at our Flag Day ceremony?
B) Please consider this letter an invitation to address our organization on June 14.
C) Your patriotism and leadership in the House of Representatives have improved the quality of life across our state.
D) The Patriotic Council promotes respect for the flag and our country, just as you do, which is why we are asking you to be our guest speaker for our Flag Day ceremony on June 14.

Question 11

Sarah is writing a memo to her manager asking to change an established procedure and has asked for your advice. The best advice that you can give Sarah is to tell Sarah that

A) her supervisor should already be aware of the pros of changing the procedure; therefore, providing evidence is not necessary.
B) she should focus solely on her own needs and how she'll benefit from the change.
C) she should avoid using words like suggest and recommend because they'll make her look weak.
D) she should focus on how much money the procedure change will save the company.

Question 12

Which of the following statements about persuasion is most accurate?

A) The ability to persuade is a primary factor in business success, but this ability is not related to personal success.
B) Most persuasive requests should be written directly to show your confidence.
C) Because persuasion often requires creativity, applying a writing plan to these messages is not necessary.
D) Persuasion is necessary when you anticipate resistance or when you must prepare before you can present your ideas effectively.

Question 13

Select the situation that is least likely to require persuasion.

A) An invitation to the CEO of Facebook to speak at your professional organization's next meeting
B) A refund request for a software program that you opened but decided not to keep
C) A request to your colleagues to donate money to the United Way each pay period through payroll deductions
D) A request to have a defective printer replaced within the warranty period

Question 14

Aaron is writing a persuasive request to his supervisor. What should he do in the closing of his message?

A) Describe his request in detail.
B) Motivate his supervisor to take action.
C) Overcome any resistance that his supervisor might have to his request.
D) Repeat all the logical reasons supporting his request.

Question 15

When you are writing a persuasive claim letter about a problem and you're worried that your reader might be reluctant to grant your request, you should use

A) the direct strategy.
B) the indirect strategy.
C) a blended direct and indirect strategy.
D) circular reasoning.

Question 16

Hannah is a sales rep for a business security firm. Because she anticipates her client will resist installing a new alarm system, an effective persuasive technique is

A) revealing her purpose immediately to save everyone's time.
B) offering a bribe or kickback to the purchasing officer.
C) laying a logical foundation before she makes the request.
D) focusing on the negative consequences of not buying a new alarm.

Question 17

As the president of the local Chamber of Commerce, you need a guest speaker for the annual community services banquet. You cannot provide a fee to the speaker, but you can guarantee an enthusiastic audience and a positive impact on the community. You are focusing on

A) direct benefits.
B) indirect benefits.
C) monetary value.
D) statistical analysis.

Question 18

You should use persuasion when

A) you anticipate agreement with your position.
B) ideas require preparation before they can be presented effectively.
C) audience attitudes match the objectives of your plan.
D) your message is especially attractive to the audience.

Question 19

Jonathan is writing a persuasive claim letter to his wireless carrier asking for a refund for days on which his service was poor. Because he expects resistance, what should he do?

A) Appeal to the receiver's sense of responsibility and pride in the company's good name
B) Begin by asking directly for what he wants
C) Address the letter to a department or "To Whom It May Concern"
D) Show specifically how the receiver or the receiver's company caused the problem

Question 20

Which of the following situations would most likely require persuasion within an organization?

A) Outlining company policy on personal use of e-mail
B) Explaining a new procedure that will go into effect next month
C) Asking employees to accept a pay cut to avoid layoffs or plant closings
D) Informing employees about optional overtime opportunities during the following month

Question 21

A successful persuasive message will typically take more space than a direct message.

Question 22

Which of the following represents an emotional appeal?

A) For a limited time you can get employee pricing on any new Volkswagen vehicle.
B) You'll catch everyone's attention behind the wheel of a brand new Volkswagen Eos convertible.
C) Purchase a Volkswagen Routan, and we'll deposit $1,500 for college in your Upromise account.
D) The new Volkswagen Rabbit offers excellent gas mileage with a city rating of 44 mpg.

Question 23

Persuasive requests are generally more effective when they are direct.

Question 24

Which of the following is the most effective closing for a sales message?

A) Making this training choice for your employees today may be the smartest business decision you'll ever make. Consider the benefits, and I am sure that you will agree with me.
B) Because we are confident that you will choose us for your training needs, we will stop by Friday to finalize the contract with you.
C) Complete the enclosed interest card and mail it to us at your earliest convenience.
D) If your sales don't increase at least 10 percent after your salespeople complete our "Closing the Deal" training, you get a full refund. Use our toll free number to call me by August 1 and begin training on September 1.

Question 25

Building interest in a sales message can effectively be done by

A) appealing to the seller's ego, status, or senses in a rational appeal.
B) motivating action in the closing.
C) emphasizing central selling points identified in the prewriting analysis.
D) suggesting the reader would be foolish to ignore this offer.

Question 26

In a letter asking a local business owner to speak at a meeting of your college's Phi Beta Lambda chapter, you tell the reader that she will be providing inspiration to current business students and future business owners. This is an example of an indirect benefit to the reader.

Question 27

Which of the following most effectively illustrates reader benefits and elicits desire?

A) Our European walking tours are the best planned in the industry.
B) You are cordially invited to join one of our European walking tours this summer.
C) Going on a walking tour of Europe will allow you to visit small villages, meet and converse with the locals, and dine on authentic cuisine.
D) Our travel company knows Europe and is eager to show it to you.

Question 28

When requesting a favor or action, you should discuss only the direct benefits to the reader because indirect benefits are not persuasive.

Question 29

The opening of a persuasive request should gain your reader's attention and interest.

Question 30

Only managers and high-level executives within organizations should learn to write persuasive messages.

Question 31

The main information in an e-mail sales message should be placed above the fold, which means that

A) all main points follow standard business etiquette and online netiquette.
B) you are certain your e-mail adheres to all legal standards.
C) your primary points appear early in the message.
D) your e-mail message does not exceed one screen in length.

Question 32

When a manager writes a persuasive memo to employees using the indirect pattern, his or her goals are to present a strong but honest argument and to avoid manipulation or trickery.

Question 33

You can reduce resistance to your persuasive request by establishing your credibility, demonstrating your competence, and showing the value of your proposal.

Question 34

Directives moving downward from superiors to subordinates usually follow the indirect pattern.

Question 35

Which of the following illustrates a testimonial?

A) After completing your training, I received job offers from three interviews in one week!
B) We are confident that your skills in applying for and interviewing for jobs will improve with this training.
C) Scientifically proven self-actualization techniques will increase your self-confidence and boost your interviewing skills.
D) Employers respond positively to well-written application letters and résumés, and they offer jobs to candidates who are confident and well-prepared.

Question 36

What does the abbreviation RSS stand for?

A) Rotational Sales Service
B) Really Simple Syndication
C) Random Service Sequence
D) Regional Statistical Strategy

Question 37

Because managers are less resistant to change than others are, your persuasive memo is likely to elicit a positive response if you ask immediately for the desired change.

Question 38

Use an emotional appeal when the

A) product is expensive; long-lasting; or important to health, security, and financial success.
B) product is inexpensive, short-lived, or nonessential.
C) reader is comparing similar products from other companies.
D) readers have a college education.

Question 39

Intuit provides customers with content-rich audio and video files featuring information about the company's products and service. What marketing tool is Intuit using?

A) Blog
B) Podcast
C) Wiki
D) Social networking Web site

Question 40

Which of the following increases the effectiveness of an online sales or marketing message?

A) Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages.
B) Avoid conveying urgency or setting deadlines as doing so makes the writer appear desperate.
C) Use a minimum of graphics and as much text as possible.
D) Make the message formal, focused, and extensive.

Question 41

The most important goal of the closing of a sales letter is stimulating the reader to act.

Question 42

Because postscripts make letters appear poorly organized and unprofessional, you should avoid adding them to sales letters.

Question 43

When you expect price to be an obstacle in a sales message, you should delay mentioning price until after you have created a desire for the product or service.

Question 44

Only those in sales and marketing can benefit from learning to write effective sales and marketing messages.

Question 45

Online sales messages are generally much longer than traditional print sales messages.

Question 46

An effective technique when writing a persuasive claim letter is to suggest that the reader intentionally created the problem.

Question 47

Lynette received unsatisfactory service at a recent business dinner. In her persuasive claim letter to the restaurant manager, she should enclose a copy of her restaurant receipt.

Question 48

Persuasive ____________ letters, also called complaint letters, are used to complain about damaged products, mistaken billing, inaccurate shipments, warranty problems, return policies, insurance snafus, faulty merchandise, and other problems.

Question 49

Persuasive requests are generally more effective when they are written using the ___________ organizational pattern.

Question 50

Testimonials used in your online sales message are best sprinkled throughout the copy.

Question 51

Blogs and wikis can generate goodwill and are thus good public relations tools.

Question 52

You should place the request for action in the _____________ of a persuasive request.

Question 53

You will receive a free one-year subscription to Netflix when you purchase any Sony flat-panel television is an example of a rational appeal.

Question 54

Although many companies use blogs and wikis internally, these tools have no external marketing uses.

Question 55

The opening of a sales letter is one of its most critical elements.

Question 56

In the body of a persuasive request, you should build interest, explain logically and concisely the purpose of the request, prove its merit, and reduce ________________.

Question 57

_____________ is necessary when resistance is anticipated or when ideas require preparation before they can be presented effectively.

Question 58

One tip for successful online sales messages is to provide a means for opting out.

Question 59

A sales message should use a rational appeal or an emotional appeal, but never both.

Question 60

Use of e-mail, company Web pages, and text messaging has reduced the importance and effectiveness of traditional sales letters delivered by land mail.

Question 61

The __________ of a sales letter should motivate the reader to act.

Question 62

Business ________________ are content-rich audio or video files featuring company representatives, business experts, or products and services.

Question 63

A(n) __________ appeal focuses on making or saving money, increasing efficiency, or making good use of resources.

Question 64

You should build interest in your product or service in the __________ of a sales message.

Question 65

A(n) _____________ contains digital information available on a Web portal or on a company's protected intranet where visitors can add or edit content.