Question 1

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

Accepted Answer

The closing of a sales letter has one very important goal: stimulating the reader to act.

Question 2

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

Accepted Answer

Postscripts make irresistible reading, so most sales letters include a postscript to reveal the strongest motivator, to add a special inducement for quick response, or to reemphasize a central selling point.

Question 3

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.

Accepted Answer

When price is an obstacle, one technique is to delay mentioning price until after you have created a desire for the product or service. Other techniques are to show the price in small units, to demonstrate how the product or service can help the reader save money, to compare your price to your competitors' prices, and to offer advantageous financing terms.

Question 4

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

Accepted Answer

All business writers should learn how to write effective sales and marketing messages because they often must sell their ideas, their organizations, and themselves. Learning sales writing techniques can help business writers be more successful in any communication that requires persuasion and promotion.

Question 5

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

Accepted Answer

Online sales messages are much shorter than direct mail, feature colorful graphics, and occasionally even have sound or video clips. They offer a richer experience to readers who can click hyperlinks at will to access content that interests them.

Question 6

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

Accepted Answer

The tone of a persuasive claim letter is important. Don't suggest that the receiver intentionally created the problem.

Question 7

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.

Accepted Answer

Anyone writing a claim letter should enclose copies of relevant receipts, invoices, shipping orders, warranties, and payments.

Question 8

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.

Accepted Answer

The answer of Persuasive ____________ letters, also called complaint letters,...

Question 9

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

Accepted Answer

The answer of Persuasive requests are generally more effective when...

Question 10

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

Accepted Answer

Consumers' own words are the best sales copy. These comments should be spread throughout the messages where they can be used as callouts or be integrated into the copy.

Question 11

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

Accepted Answer

Because they help to generate goodwill, many companies find blogs and wikis to be useful for external public relations.

Question 12

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

Accepted Answer

The answer of You should place the request for action...

Question 13

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.

Accepted Answer

This is a rational appeal because it includes references to saving money.

Question 14

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

Accepted Answer

Businesses increasingly look to blogs, wikis, and RSS feeds to convey their persuasive and promotional messages to partner firms and customers.

Question 15

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

Accepted Answer

One of the most critical elements of a sales letter is its opening paragraph, the attention-getter.

Question 16

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 ________________.

Accepted Answer

The answer of In the body of a persuasive request,...

Question 17

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

Accepted Answer

The answer of _____________ is necessary when resistance is anticipated...

Question 18

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

Accepted Answer

It's polite and a good business tactic to include a statement that tells receivers how to be removed from the sender's mailing database.

Question 19

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

Accepted Answer

Many clever sales messages combine emotional and rational strategies for a dual appeal.

Question 20

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

Accepted Answer

Even with the popularity of e-marketing, organizations still use sales letters as an important tool for reaching customers and prospects.

Quiz 8: Persuasive and Sales Messages