Exam 8: Persuasive and Sales Messages

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.

The best way to begin a persuasive request is to

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

Use an emotional appeal when the

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.

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?

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.

Learning to compose effective sales and marketing messages benefits you because

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

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

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

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

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

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

Which of the following illustrates a testimonial?

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

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

Effective persuasive claim letters

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.

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