Chapter 9: Writing Persuasive Messages and Proposals

True or False: Persuasive messages are only intended to get readers or listeners to part with their money.

False

Reason:

Recall that persuasive messages attempt to get readers or listeners to part with any resource. Money is one example, but resources also include time, attention, and emotional investment.

Which of the following are examples of psychographic information? (Choose every correct answer.)

Exercise habits

Favorite foods

Which of the following are examples of intangible rewards? (Choose every correct answer.)

Gaining respect from coworkers

Increased self-esteem

The desired action in a persuasive appeal should be which of the following in order to move readers toward compliance? (Choose every correct answer.)

Easy to perform

Specific

Which of the following comes first in a persuasive request?

Any attempt to offer something to readers or listeners in exchange for some of their resources

Which statement best defines a persuasive message?

Any attempt to offer something to readers or listeners in exchange for some of their resources

A persuasive appeal that is cast as a problem-solution message should begin with a(n) ______.

description of the problem and need for action

Which of the following are examples of demographic information? (Choose every correct answer.)

Gender

Income

Age

Which of the following are the main goals of the opening of a persuasive request? (Choose every correct answer.)

Leading the reader toward the central strategy

Gaining the reader's attention

Saving money and acquiring a desired object are examples of ______ rewards.

tangible

Which of the following suggestions should be followed when developing the appeal in a persuasive request? (Choose every correct answer.)

Use concise language.

Use logical, engaging details.

Project an appealing image.

Which of the following is an important part of getting readers to comply with your desired request?

Making the desired action as clear as possible and easy to perform

When is it appropriate to end a message with a request?

When the request is simple, inexpensive, and likely to be accepted

Which of the following are examples of a persuasive request? (Choose every correct answer.)

Sending a fundraising newsletter

Reminding employees to show up on time

Asking your boss for an ergonomic keyboard

Which technique involves presenting a shared problem and casting the request as a solution to the problem?

The common-ground persuasion technique

A persuasive request should open with words that accomplish which of the following? (Choose every correct answer.)

In cases where it is inappropriate to end the message immediately after the request, you should follow the request with an ______.

extension of the persuasive appeal

In order to make a reader more receptive, the opening of a persuasive request should be ______.

attention-getting and compelling

Which of the following are techniques that make sales letters more effective? (Choose every correct answer.)

Targeting them to a more receptive audience

Combining them with other sales strategies

After the opening, a persuasive request should ______.

present a compelling case for performing the requested action

A sales message for a spa service promising a "refreshed, revitalized, rejuvenated you" is using a(n) ______ appeal.

emotional

Which of the following comes first in a persuasive request?

Reasons why the audience should comply with your request

A persuasive request should develop the strategy using persuasive language and the ______-viewpoint.

you

Which of the following should you determine before composing a sales message to be sent by email or mail?

Which additional pieces of information will be linked to or included

Which of the following are reasons why sales messages are considered controversial? (Choose every correct answer.)

They rely on persuasive tactics that could be perceived as unethical.

Many readers do not wish to receive them.

In order to gain a reader's attention and avoid being regarded as spam, the From field on an email message should ______.

clearly identify your company

Which of the following are the goals in the opening of a sales message? (Choose every correct answer.)

To motivate the reader to keep reading

To grab the reader's attention

Messages promoting intangible benefits most often rely on ______ appeals.

emotional

After grabbing the reader's attention in the opening, what are the next steps? (Choose every correct answer.)

Expanding on the main appeal

Answering readers' likely questions

Overcoming common objections

A sales message that includes a significant amount of information that could be helpful to potential customers but is not necessarily part of the central appeal should ______.

include the information in a separate page, brochure, attachment, or web link

In making a sales request, readers should be enticed to act ______.

immediately

Which of the following should be avoided in the opening of a sales message?

Promises that you are unlikely to keep

In a commercial email message, the option to opt out of further messaging should be ______.

easy to identify

Which of the following would help develop the emotional appeal of a new coffee shop targeted to young customers?

A description of the trendy atmosphere, late hours, and live music available at the coffee shop

What percentage of the U.S. population regularly uses the Internet?

Over 90 percent

Which of the following is something that makes proposals different from formal reports?

They are meant to persuade.

A grant request written by a business owner to the local government would be an example of a(n) ______.

external proposal

The request for action in a sales message should be ______.

specific

A proposal written in response to a request from another business or organization is called a(n) ______.

solicited proposal

In the United States, the law requiring that recipients of commercial email be given the chance to opt out of further messages is called the ______.

CAN-SPAM Act

Unsolicited proposals should resemble ______.

sales messages

Coordinated selling across several media is known as ______.

integrated marketing communications

Which format is typically the most appropriate for internal proposals?

Email

The primary purpose of proposals is to ______.

persuade

A proposal written for other employees within your organization is called a(n) ______ proposal.

internal

A physical trainer who submits a proposal to the local sports team to provide training for the players, even though the team did not specifically invite proposals from trainers, is an example of a(n) ______.

unsolicited proposal

Which of the following are objectives of an unsolicited proposal? (Choose every correct answer.)

To build your credibility

To describe a need and your ability to answer it

To get the reader's attention

True or False: Most proposals are extremely long and require supporting materials such as an executive summary and a table of contents.

False