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Chapter 7—Persuasive Messages
TRUE/FALSE
1. Persuasion is the process of motivating people to do or believe something despite their initial
resistance.
2. Few business letters or email messages involve persuasion.
3. Sales letters are considered a form of persuasive writing.
4. Before you begin writing, you should always ask yourself, "What is my purpose for writing?"
5. Form letters are appropriate as persuasive messages sent to thousands of readers.
6. Determining whether a reader might be resistant to your message, and why, helps you prepare a more
persuasive message.
7. To overcome resistance, you must show how your argument benefits the reader.
8. When you write a persuasive message, be sure to address the reader's position of "What's in it for me?"
9. The first thing a writer must do before writing is to ask: "Who is my primary audience?"
10. By stressing the "you attitude," the writer's focus in on the reader.
11. The direct organizational plan is appropriate when you anticipate that a reader will initially have no
interest in your persuasive message.
12. When you write a persuasive message to your superiors, you should use the direct organizational plan.
13. Your message will be more persuasive if you put the main idea in the middle of a proposal.
14. Always avoid opening a persuasive message with a rhetorical question unless you are positive the
audience will know the answer.
15. To attract reader interest, you should preview your recommendation in the subject line of a persuasive
message when using the indirect organizational plan.
16. In a persuasive letter, an irrelevant opening sentence can create confusion or risk losing the reader's
goodwill.
17. Persuasive messages are typically shorter than other types of messages because you are using pathos or
ethos to carry the weight of your argument.
18. Providing credible evidence such as current statistics is a positive way to influence the reader.
19. When using the indirect organizational plan in a persuasive message you must give the main idea
immediately.
20. When addressing obstacles in a persuasive request, you should subordinate them.
21. When using the direct or the indirect organizational plan, clarify the specific action you want the
reader to take.
22. Proposing to your supervisor that the company decentralize the reimbursement of travel expenses is an
example of selling an idea.
23. In the textual content of your persuasive message you must explain your rationale for presenting a new
procedure or idea.
24. Because routine requests are granted fairly easily, they require less persuasion than favors.
25. The difference between advertising and persuasion is that persuasion is more personalized.
26. It is appropriate to apologize when giving bad news.
27. All business communication involves persuasion.
28. To be successful when writing a persuasive message you must overcome resistance.
29. To overcome a reader's resistance, you must show how your argument benefits the reader.
30. A routine complaint letter requires an attention-getting opener and more evidence than a persuasive
claim letter.
31. You should not open a persuasive complaint letter by stating the problem.
32. If your routine complaint letter failed to get the desired response despite strong evidence, use a more
emotional tone in your persuasive complaint letter.
33. If you demonstrate understanding and request a reasonable adjustment in a persuasive complaint, the
reader is more likely to do what you ask.
34. You should present as much convincing evidence as possible before requesting a specific adjustment
in a persuasive complaint letter.
35. In persuasive requests, the opening of a sales letter should be interesting, short, and original.
36. When possible, incorporate the central selling theme into your opening and avoid irrelevant, obvious,
or overused statements.
37. The two keys for succeeding with a central selling theme are introducing the theme early and repeating
it often.
38. When writing a sales letter, you should make the product and its benefits the subject of most of the
sentences.
39. For sales letters you must provide evidence to show why or how the product is great.
40. An attention-getting opener is more important in an unsolicited sales letter than in a solicited sales
letter.
41. In a sales letter, you may offer an incentive to motivate the reader to respond by a due date.
42. Readers will perceive a hard-sell approach if you use action-packed, positive language to discuss a
product's features and benefits.
43. Sales letters are effective when specific evidence is used to support your statements about how great
the product is.
44. By stressing the "you attitude," writers show that the focus is on the reader.
45. To show that you are thinking of the reader and being polite, you may say, "If you do not want to do
this I understand," and it will help sway your reader to believe in your idea.
46. The specific request in a sales letter should be presented late in the message.
47. When using a sales letter to promote a high-priced item, one idea is to involve the reader in a
demonstration.
48. When an author uses passive voice and only implies what the message may be, it is called the "indirect
organizational plan."
49. If you use a postscript (P.S.) in a sales letter, repeat the central selling theme here to reinforce
information that has already been presented.
MULTIPLE CHOICE
50. Which of the following is not considered a persuasive message?
a.
convincing a potential customer to contract for your company's services
b.
requesting a meeting with your superior so you can recommend changes to company
policy
c.
writing another claim letter when the first one was denied
d.
asking a company to replace a defective product within the warranty period
e.
asking a supervisor to approve a complex project you are proposing
51. The essence of persuasion is
a.
overcoming the reader's initial resistance.
b.
selling your product to a reader.
c.
convincing a reader to take a specific action.
d.
motivating your reader to believe something.
e.
stressing reader benefits.
52. Your credibility with the reader of a persuasive message will not be enhanced by
a.
explaining how you, as the writer, will benefit.
b.
discussing your knowledge as an authority on the topic.
c.
mentioning that you hold a position in which you deal with the topic quite often.
d.
providing factual evidence and statistics that the reader can verify.
e.
discussing your prior experience with the topic.
53. Which of the following is not something you should do when conducting an audience analysis?
a.
Determine what the audience already knows about the topic.
b.
Determine what the audience's predisposition toward the topic is.
c.
Ask how your proposal will affect the audience.
d.
Find out whether the audience finds you credible.
e.
Make a simple list of features and advantages of the product or service.
54. If your reader is predisposed against the idea you are promoting, you should do all of the following
except
a.
provide sufficient objective, verifiable evidence about the topic.
b.
offer more supporting reasons than you would if the reader's attitude were neutral.
c.
use the direct organizational plan to show how the topic is relevant to the reader.
d.
analyze the reader's resistance so you can write a counterargument.
e.
use the "you" attitude to tailor the letter based on audience analysis.
55. A persuasive message selling an idea will be more effective if you
a.
show how the reader will benefit, directly or indirectly, from doing what you suggest.
b.
provide extensive background information without including specifics.
c.
reinforce background facts and figures in the first and last paragraphs.
d.
focus on the proposal you're promoting, not on the reader.
e.
ignore or downplay any reader objections when making your case.
56. When writing a persuasive message you must
a.
motivate the reader.
b.
overwhelm the reader with current statistics.
c.
tell the reader you are right and other comparisons are wrong.
d.
flatter the reader to gain their attention.
57. Which of the following refers to an indirect benefit of complying with a persuasive request?
a.
The information you provide at the conference will help us improve our productivity.
b.
Making a presentation at the national convention will provide free publicity for your new
book.
c.
Using the ergonomic keyboard will minimize the possibility of your developing carpal
tunnel syndrome.
d.
Your contribution allows students to receive scholarships so they can continue their
education.
e.
Paying your bills on time helps you maintain a good credit record.
58. Use the direct organizational plan for persuasive messages when
a.
writing to subordinates within the organization.
b.
the audience is reluctant to comply with your request.
c.
you expect readers to have a negative attitude.
d.
your proposal is long and complex.
e.
the reader prefers to read the rationale before reading the request.
59. Use an indirect organizational plan for persuasive messages when
a.
writing to superiors within the organization.
b.
the audience is predisposed to listen objectively to your presentation.
c.
strong persuasion is needed.
d.
the proposal is long and complex.
e.
the recommendations must be given in the beginning.
60. The process of persuasion begins with
a.
telling the reader what to do.
b.
analyzing the reader.
c.
offering a discount on a product or service.
d.
expecting your audience to understand your idea.
61. Which of the following is not an effective attention-getting technique for a persuasive message?
a.
asking a rhetorical question
b.
using a polite request
c.
stating an unusual fact
d.
making a statement that you and the reader will agree on
e.
writing an unexpected statement
62. Which of the following does not contribute to creating interest and justifying your position in a
persuasive message?
a.
objectivity
b.
obvious flattery
c.
specific details
d.
logical appeals
e.
representative examples
63. When dealing with obstacles in a persuasive message, you should
a.
ignore any negative aspects of the argument.
b.
blame any problems on the reader.
c.
only tell the reader about the positive aspects of your idea.
d.
address them directly.
64. Advertising and persuasion are different in what way?
a.
Advertising gives something to the reader.
b.
Persuasion admits failure and apologizes.
c.
Persuasion is more personalized.
d.
Advertising includes pricing information; persuasion does not.
65. When writing a persuasive message to a superior in your own organization, ask for the desired action
a.
in the first paragraph, along with stating the reader benefit.
b.
using a confident, hard-sell approach.
c.
by apologizing for the need for a decision.
d.
but leave the method of response up to the reader.
e.
after presenting most of the background information.
66. When you want to sell an idea, your persuasive message should not
a.
use an indirect organizational plan if the reader is your superior.
b.
present evidence logically.
c.
be written in an objective style.
d.
provide sufficient evidence to back up the claims you make.
e.
clarify the problem and how your solution solves it.
67. Which of the following situations represents an attempt to sell an idea?
a.
An automobile manufacturer writes a letter persuading its retailers to carry more vehicles
with sunroofs.
b.
A construction company wants to persuade a college to award it the contract for building a
new dormitory.
c.
A student writes a letter asking the new dean to be the guest speaker at a non-school event.
d.
An employee recommends a flextime schedule so that employees can set their own work
hours.
e.
A banker writes a memo explaining the new loan procedures to employees in all branches.
68. You need persuasion when requesting a favor from someone you don't know because
a.
expert opinion and statistical data are not enough.
b.
the reader needs sufficient evidence to make an informed decision.
c.
you want to make the desired action as clear and easy as possible.
d.
the reader is getting no tangible benefits from granting the favor.
e.
this is a routine request that is likely to be granted automatically.
69. In a persuasive message you should always
a.
emphasize the reader.
b.
address overall company concerns.
c.
review the annual profit-loss margin.
d.
show the current organizational structure of your company.
70. When the reader will not directly benefit from granting the favor you request, your persuasive message
should
a.
adopt a less confident tone.
b.
use language appealing to the reader's emotions.
c.
show how someone other than you will benefit.
d.
stress the objective evidence justifying your request.
e.
use the first paragraph to tactfully make your request.
71. The direct organizational pattern is defined as
a.
presenting the recommendation and brief rationale in the first paragraph.
b.
explaining the problem in the first paragraph.
c.
asking a question in the first paragraph.
d.
including the reason for writing in the conclusion.
72. Unlike a routine claim letter, a persuasive claim letter
a.
mentions how the reader will benefit from doing what the writer asks.
b.
uses emotional or exaggerated language for emphasis.
c.
states the request immediately.
d.
uses clear explanations and an appropriate tone.
73. If price is your central selling theme you should
a.
introduce the idea early and emphasize it often.
b.
mention it once and then move on.
c.
focus on it in the postscript.
d.
introduce it late in the message.
74. The opening sentence "Although your store policy is to offer a refund within seven days, I am seeking
a refund for an item I purchased nine days ago" is ineffective for a persuasive claim because it
a.
depends on the credibility of the reader.
b.
relies on the rhetorical attention-getting approach.
c.
uses an indirect organizational plan.
d.
offers a ready excuse for denying the claim.
75. If your claim is not a routine one, your persuasive complaint letter should
a.
compliment the reader and describe your request as asking for a favor.
b.
let the reader decide how to resolve the problem.
c.
include as much supporting evidence as possible.
d.
follow the direct organizational plan.
e.
begin with the action you want the reader to take.
76. In the AIDA plan for sales letters, AIDA stands for
a.
attention, interest, desire, and action.
b.
action, interest, direct benefits, and attention.
c.
action, information, desire, and acknowledgement.
d.
awareness, information, data, and alertness.
e.
added interest, desired action.
77. To soften an item's cost you should
a.
refer to it in closing.
b.
present the price in small units and compare it to another familiar object.
c.
tell the reader to look up other comparable prices online.
d.
only disclose it when requested by the reader.
78. Which of the following is the least effective opening statement for an unsolicited sales letter?
a.
Last month, one million business travelers enjoyed the friendly, on-time service of Alpha
Beta Airlines. (promoting new services for corporate customers)
b.
If you and your family drink one gallon of water a day, you may be consuming too many
minerals. (promoting a water purifier system)
c.
Are you interested in leading a long and happy life? (promoting a new exercise program)
d.
How much extra money would you have if you didn't have to pay 21% interest on your
credit cards? (promoting a new credit card)
e.
Six months ago, he was unemployed with few qualifications. Today, he's a website
designer for a major corporation. (promoting training courses in website development)
79. Which sentence most effectively interprets a product's features?
a.
The Rocket Laser 3000 warms up in 20 seconds and prints documents at 1,200 dpi.
b.
Both the ergonomic keyboard and the wireless mouse were designed to help computer
users.
c.
Baking bread is easy with a BreadWinner.
d.
Our digital music player can store up to 5,000 songs.
e.
Finish your woodworking projects quickly with this high-torque battery-powered drill.
80. You may provide incentive for a prompt reply to your persuasive sales message by
a.
offering a gift to the first 100 people who respond by the due date.
b.
using cautious, hesitant language to avoid discouraging your reader.
c.
giving information about new products added to your website.
d.
repeatedly sending the same message for a week.
81. When a customer's expectations are not met, you will be more successful rebuilding the relationship if
you
a.
delay responding and hope the customer forgets about the complaint.
b.
send a letter.
c.
call the customer or schedule a face-to-face meeting.
d.
request that a supervisor contact the customer.
82. Which of the following statements at the end of a sales letter would most effectively motivate the
reader to take action?
a.
If you are at all interested in trying our product, please call me soon.
b.
Act now! Don't delay! Smart shoppers know that time is running out!
c.
Why not try our new computer software free for 15 days?
d.
Simply return the enclosed order card by October 1 to reserve your copy of this limited-
edition poster.
SHORT ANSWER
83. What is persuasion? Why should businesspeople master this skill?
84. Why should you emphasize the reader rather than the product or idea you are proposing?
85. Why is audience analysis so critical when you are planning a persuasive request?
86. Discuss writer credibility for persuasive messages. Mention where credibility comes from and levels
of credibility for different audiences.
87. Explain when the direct organizational plan is used for persuasive messages.
88. When is the indirect organizational plan appropriate for persuasive messages?
89. What is a rhetorical question? How can you use it in a persuasive message? What are some concerns
about using it?
90. What three types of evidence are often used to create interest or justify a persuasive request?
91. How should you deal with obstacles when writing a persuasive message?
92. What should you do to motivate action in a persuasive request?
93. How does a request for a favor differ from a routine request? What factors should you consider when
writing a request for a favor?
94. Define the difference between a "solicited sales letter," and an "unsolicited sales letter."
95. Describe the types of details needed and the tone to use in a persuasive claim letter.
96. What does AIDA stand for? Briefly explain each section of the persuasive sales letter.
97. What is a central selling theme for a sales letter? Why is it important that you choose one? What are
some examples of central selling themes?
98. What are four techniques to use to open sales letters? Provide an example of at least four of the six
techniques.
99. What is meant by "interpreting features" in a persuasive sales letter?
100. What does it mean to use "vivid language"?
101. Define the meaning of "Ethos."
102. Define the meaning of "Pathos."
103. Define the meaning of "Logos."
