Persuasive and Sales Messages

PERSUASIVE AND SALES MESSAGES Exercise I: Match these terms with their definitions or attributes. Terms Definitions 1. persuasion a. We want to keep our thoughts and beliefs consistent with what we have already decided. 2. symbol b. to convert the receiver to your ideas and motivate action 3. persuasive messages c. meaningful words, signs, and images infused with rich meaning 4. psychological triggers d. If someone does us a favor, most of us feel obligated to return the favor. 5. social proof e. reciprocation, commitment, social proof, liking, authority, and scarcity 6. reciprocation f. We tend to regard opportunities as more valuable when their availability is restricted. 7. commitment g. a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice 8. main goal of persuasive message a h. We are more likely to accept requests of people we know and like or those who say they like us. 9. scarcity i. can be verbal or nonverbal, and they can be conveyed through different channels. 10. liking j. We see an action as more acceptable when others are doing it. WRITE YOUR ANSWER: 1 ______ 2 ______ 3 ______ 4 ______ 5 ______ 6 ______ 7 ______ 8 ______ 9 ______ 10 ______ Exercise II: Are the following statements true or false? Correct the false statements. 1. Persuasive techniques in the digital age involve the use of flattery, empathy, nonverbal cues, and likability appeals. 2. The first step in planning a persuasive message is determining the purpose. 3. In a practical sense, effective persuasion shows how you can help solve a problem or make life easier for your audience. 4. If you expect resistance or need to educate the reader, use the direct approach for your persuasive message. 5. When using the indirect (AIDA) strategy to write a persuasive message, begin the message by overcoming any resistance your reader might have. 1 6. When writing a persuasive message, it is important to expect resistance from your audience. 7. In a sales letter promoting its new hybrid vehicle, a car company included this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses. The company is focusing on indirect benefits of purchasing this vehicle. 8. AIDA applies to persuasive messages that are written using a direct organizational strategy. 9. To overcome resistance most effectively, a message should directly address every possible objection your reader might have. 10. To receive complimentary breakfast each morning of your stay, please complete your booking by April 30 effectively motivates action in the closing of a sales letter. WRITE YOUR ANSWER: 1 ______ 2 ______ 3 ______ 4 ______ 5 ______ 6 ______ 8 ______ 9 ______ 10 ______ 7 ______ CORRECT THE FALSE STATEMENTS ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ Exercise III: Complete the following sentences with a suitable word or phrase. 1. Persuasion is defined as a ________ process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice. 2. To establish ________, show your reader that you are truthful, experienced, and knowledgeable. 3. The goal of a persuasive message is to convert the receiver to your ideas and motivate ________. 4. When you expect your reader to resist your request, it's best to use the ________ organizational pattern. 5. If you are asking for something that you know will be approved, use the ________ organizational pattern. 6. According to the AIDA strategy, the opening paragraph of a persuasive request should gain the ________ of the reader. 2 7. Use facts, figures, expert opinions, and examples in a persuasive message to build __________ in your product or idea. 8. The best persuasive requests anticipate and attempt to counter audience ________. 9. What if? scenarios can help you develop ________ to address receiver resistance to your message. 10. Persuasion becomes ________ when facts are distorted, overlooked, or manipulated with an intent to deceive. Exercise IV: Circle the best option to answer the question or complete the sentence. 1. A "limited-time offer" is an example of which psychological trigger that influences people to act or believe? A. Commitment B. Social proof C. Scarcity D. Authority 2. Which of the following defines persuasion? A. Persuasion is a symbolic process. B. Persuasion involves an attempt to influence. C. Persuasion involves transmitting a message. D. All of these are part of the definition of persuasion. 3. AIDA, the indirect strategy for persuasive messages, seeks to gain the attention, interest, ________, and action of the audience. A. direction B. desire C. deduction D. discernment 4. Which of the following is true about persuasion in the digital age? A. The volume and reach of persuasive messages have become limited. B. Persuasion is less complex and personal. C. Persuaders play on emotions by using flattery, empathy, nonverbal cues, and likability appeals. D. Only organizations with dedicated sales teams are in the persuasion business. 5. Which of the following is not an effective persuasion technique? A. Incite fear B. Establish credibility C. Recognize the power of loss D. Make a reasonable, specific request 6. Candace is writing a proposal for her board of directors to request that her company implement a wellness program. The first thing she should do is to ________. A. decide on the purpose of her proposal. B. prepare an outline. C. compose a rough draft of the proposal. D. gather information to include in the proposal. 7. Showing customers how your product or service solves a problem, achieves a personal or work objective, or makes life easier is accomplished by ________. A. adapting the message to the audience. B. organizing your message. C. collecting information for your message. D. analyzing the purpose of the message. 8. Dillon wants to adapt his sales message to his target audience. What question is his audience likely to ask while reading his message? A. Why should I? B. What’s in it for me? 3 C. Who cares? D. Dillon’s target audience will likely ask all of these questions. 9. Colton has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience's needs. What should he do next according to the 3-x3 writing process? A. Start writing his final draft. B. Collect data and organize it. C. Edit what he's done so far. D. Call audience members to confirm his approach. 10. Effective persuaders may choose from different organizational strategies to get the results they want. Which of the following is the most accurate statement about organizational patterns? A. When writing a persuasive message, always use the indirect organizational strategy. B. If you are asking for something that you know will be approved, use the indirect organizational strategy. C. When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern. D. The organizational strategy used is unimportant in persuasive messages. 11. Which of the following sequences works best for most persuasive messages? A. Motivate action, gain attention, build interest, request order B. Gain attention, build interest, elicit desire and reduce resistance, motivate action C. Build interest, gain attention, motivate action, elicit desire and reduce resistance D. Gain attention, build interest, motivate action, request order 12. Which of the following is the most accurate statement about the AIDA strategy? A. The AIDA strategy consists of four separate steps that must be carried out separately. B. The steps in the AIDA strategy must always be carried out in order. C. Counterarguments should never be presented in a persuasive message because doing so will remind the reader of other options. D. Use facts, figures, expert opinions, examples, specific details, and direct and indirect benefits to build interest. 13. Nicole wants to ask her boss if she can telecommute two days a week, but she's afraid her boss will oppose her request. What should she do first in her written request? A. Reduce resistance B. Gain attention C. Motivate action D. Build interest 14. The statement Did you know you can select five family members to enjoy free access to our newspaper with your online subscription? ________. A. builds interest with an expert opinion B. motivates action C. gains attention by asking a question that focuses on reader benefits D. presents an indirect benefit 15. Corinne is writing a persuasive message to her staff and includes the opening sentence Your hard work in planning last month's trade show made it the most successful we have ever had. She is gaining her reader's attention by using what type of opening statement? B. A compliment A. A description of the problem D. A stimulating question C. A reader benefit 4