CHAPTER 10
Zooming In Critical Thinking Answers
Why is using a gentle, soft-sell approach so important to persuasion?
Communicators alienate their audiences when they are perceived as pushy. No one
likes to be coerced into buying something, and it’s likely that customers who
What are some critical take-aways from Lena’s story and her views of
persuasion?
Like most experienced marketers, Lena believes that starting with a quality product
that one loves is important. She uses ōlloclip products daily with great enthusiasm and shares the
What factors influenced ōlloclip’s success?
Much of ōlloclip’s marketing started out as word of mouth and was helped along by in-person
encounters at public events such as trade shows and festivals. Of course, success on Kickstarter
(which exceeded the original funding goal almost fourfold) in itself speaks to the attractiveness of
Ethics Check Answers
Subtle Use of Persuasion in an Age of Social Media and Information Overload
Best-selling author Robert B. Cialdini decided to go undercover for three years to observe the persuasive
techniques of typical marketers and salespeople. He underwent all manner of sales training to analyze
HarperCollins.]
One conclusion students may reach from Cialdini’s work is that they need to become aware of the
strategies visited upon them by “compliance professionals,” as Cialdini calls marketers and other
persuaders. Perhaps because people today are subjected to a barrage of advertising and other
persuasive messages, they have become numb to unsophisticated messages and are a lot savvier, but
Subtle Use of Persuasion in an Age of Social Media and Information Overload
Best-selling author Robert B. Cialdini decided to go undercover for three years to observe the persuasive
techniques of typical marketers and salespeople. He underwent all manner of sales training to analyze
One conclusion students may reach from Cialdini’s work is that they need to become aware of the
strategies visited upon them by “compliance professionals,” as Cialdini calls marketers and other
Complaint Bullying
Some students may say yes, that anything is fair to obtain the desired result. However, they should be
reminded that the saying “You catch more flies with honey” applies no less in business. When a
bad-tempered customer gets his or her way, the business complies grudgingly and goodwill is lost. As a
result, generous policies may be changed to avoid abuse and conflict, harming future customers. Buying
and selling is an exchange that should be fair and satisfying to both parties, a win–win situation.
Use the discussion for a teaching moment on emotional intelligence and its role in leadership. Leadership
guru Daniel Goleman has identified four main competencies of emotional intelligence: self-awareness,
self-management, empathy, and relationship skills. In the context of throwing temper tantrums to
intimidate and pressure salespeople, you could introduce Goleman’s idea that emotional balance is a
hallmark of self-management, a key leadership quality: “You keep any distressful feelings in check—
instead of blowing up at people, you let them know what’s wrong and what the solution is.” [Goleman, D.
2015, April 7. How to be emotionally intelligent. The New York Times.]
Critical Thinking Answers
1. Which of Robert B. Cialdini’s six psychological triggers applies to persuasion resulting from
reading about other people’s experiences with products and services?
Marketers have long known that the most powerful persuader is peer pressure and, in the case of
online reviews, peer influence. This is the dimension of persuasion that Robert Cialdini calls social
proof, the psychological trigger that drives us to conform to others and instinctually embrace what
they like. The problem with fake reviews is that they purport to be authentic when they are not.
2. What are some of the underlying motivations that prompt individuals to agree to requests
that do not directly benefit themselves or their organizations?
Many people and organizations agree to requests to donate money, time, equipment, and expertise
because they are interested in a project or because they see indirect benefits. For example,
3. How are direct-mail sales letters and e-mail sales messages similar, and how are they
different?
Direct-mail sales letters and e-mail sales messages are similar in that both use persuasion to
attempt to influence beliefs or motivate action. Many of the techniques of the indirect strategy work
4. Why are magazine and newspaper editors or TV producers wary of press (news) releases from
businesses and reluctant to turn them into articles?
Traditionally, most self-respecting journalists fiercely guard their objectivity and independence from
corporate, political, and other interests as the highest good that has lent them credibility and earned
5. Ethical Issue:
Is it ethical to resort to such extreme means to drive sales?
Most people would probably agree that using an alleged mass murderer’s notoriety to promote men’s
shirts is tasteless. On the other hand, a cynic might say that the clothier has reached its main
Using one of the world’s most wanted criminals for advertising could be seen as unseemly
glorification of a man who is alleged to have brought death and suffering to thousands. Barabas
Activities Solutions
10.1 Document for Analysis: Poor Persuasive Request Inviting Speaker to Discuss Seven
Cardinal Sins in Food Service
Weaknesses
a. Fails to impress the reader or gain positive attention in the opening.
b. Begins bluntly and directly by revealing the favor request in the first paragraph.
c. Does not build interest with emotional or rational appeals.
Revision
Current date
Ms. Danielle Watkins
The Beverly Hills Hotel
9641 Sunset Boulevard
Beverly Hills, CA 90210
Dear Ms. Watkins:
News of the excellent presentation you made at your local chapter of the National Restaurant Association
has reached us here in San Francisco, and we are very impressed.
Running a successful restaurant operation, as we all know, is tough even on a good day. The intense
pace is frenzied, from scrubbing the vegetables early in the morning to latching the front door at day’s
The San Francisco chapter of the National Restaurant Association asked me to invite you to be the
featured speaker at our June 10 dinner on the topic of “Avoiding the Seven Cardinal Sins in Food
Our relaxed group doesn’t expect a formal address; they are most interested in hearing about best
Can we count on you to join us for dinner at 7 p.m. on June 10 at the Oak Room of the Westin St. Francis
Sincerely,
Enclosure
10.2 Document for Analysis: Persuasive Message Flowing Upward Re: Importing T-Shirts From
China
Weaknesses
a. Fails to provide a descriptive subject line.
b. Opening paragraphs sound whining, negative, and critical.
c. Fails to begin with an engaging statement or a description of the existing problem.
d. Does not develop a logical, focused description of the problem or the proposal.
e. Fails to emphasize savings in a highly readable form.
Revision
To: Bryanna Mazzetta <bryanna@worldclasstrainer.com>
From: Luke Downey <luke@worldclasstrainer.com>
Subject: Possible Chance for Saving Money
At your suggestion, I’ve been searching for ways to reduce our trade show exhibition costs. One of our
major expenses is the booth gift that we present to visitors.
At past trade shows we’ve given away a nine-color, silk-screened T-shirt designed by a high-priced outside
designer. Each shirt cost $23 to produce. However, I’ve located a Chinese supplier who can produce
good-looking T-shirts, and the cost is only $6 each. Look at the savings:
Please take a look at the T-shirt sample I recently sent to you. You might expect a cheaper shirt to be less
With increasing travel costs and decreasing trade show budgets, we at Worldclass Trainer have had to
look carefully at how we spend our limited funds for exhibitions. We have decreased the number of shows
in which we participate, and we take fewer booth staffers. However, here is a significant way we can
reduce a substantial expense.
To save $34,000 in exhibition costs, please authorize the purchase of 2,000 T-shirts for our next major
trade show. If I receive your authorization before April 6, we can be sure of receiving a supply from our
Chinese supplier for the September Las Vegas trade show.
Enclosure
10.3 Document for Analysis: Favor Request—Facebook Flub?
Weaknesses
a. May have chosen the wrong channel to communicate with a professor to request a favor.
b. Fails to state a clearly desired action in the opening.
c. Does not provide relevant information to help the reader comply even if he were inclined to do so.
d. Does not organize the request so that it is easily understood.
e. Exhibits careless typing skills and poor spelling.
f. Uses unprofessional and overly casual language (Hey, Prof!!; Anyhoo; Thanx) that could prevent the
reader from responding favorably.
g. Gives an end date that is uncomfortably and unrealistically close.
Revision
Possible Facebook Version:
To: Al Grayson
Subject: Requesting Letter of Recommendation for MBA Application
Message: Dear Professor Grayson:
A message via Facebook may be a bit informal, but I would like to ask you for a letter of
recommendation. After all, you always discussed the latest technology with us in the
Business Writing 201 class in fall 2016 and how it has changed business communication.
After getting my BA in marketing in May, I’m now looking to enter our university’s MBA
program because the job situation is still mixed right now. I realize that my request is sudden,
and I’m giving you very short notice. However, I will be happy to meet with you or e-mail you
all the information you may need, including my latest résumé, to help you remember me. We
always talked about Japan, where my family is from. I enjoyed your class very much and
Possible E-Mail Version:
To: agrayson@wisocki-college.edu
From: btanaka@student.wisocki-college.edu
Subject: Letter of Recommendation
Dear Professor Grayson:
Your Business Writing 201 course in fall 2016 has really improved my communication skills, although I got
Imagine, I will finally graduate next May.
However, to wait out the still shaky economy, I have decided to enter an MBA program. From what I’ve
been reading and hearing, it seems to be a good investment, likely to make me more competitive in any
job market. To be considered, I will need three letters of recommendation.
Early next week, I would like to visit you during office hours and get reacquainted. Perhaps I will need to
jog your memory a little because you teach hundreds of students each year. To update you on my
10.4 Analyzing Tweets: Finding Persuasive Techniques in Micromessages
Students will find that calls for action and attention getters are the types of persuasive tweets used most
often, followed by testimonials and appeals that create urgency. As for effectiveness, it is worth noting that
Persuasive Techniques
a. Call for action, incentive
b. Emotional appeal
c. Attention getter
d. Creating urgency
10.5 The Art of Persuasion—Understanding Aristotle’s Rhetoric
Some students may be familiar with the three elements of Aristotelian rhetoric from freshman composition
and other expository writing courses. Being able to recognize persuasive appeals will help students
succeed as workers and citizens. It will also make them more cautious consumers. Finding examples of
questionable uses of ethos is easier than ever, given the very public nature of social media.
Examples of shaky ethos are easy to find in the contentious gun control debate. Call-in radio host Alex
Jones caused massive social media buzz after what many considered his meltdown on the air with host
10.6 The Strategies of Persuasion—Testing Hugh Rank’s Model
As a marketing expert points out, the tactics described in Hugh Rank’s model can be used by appealing
to emotion as well as logic. They can be found in traditional as well as new media. [Larson, C. U. 2013.
Persuasion: Reception and responsibility. 13th ed. Boston: Wadsworth, Cengage Learning, p. 17.]
Naturally, most advertising is not going to address the drawbacks of the product or service it is promoting
One way to test Rank’s model is to examine any current controversy and compare both sides. Often, the
rival parties are not talking about the same things. Opponents of the death penalty may argue (i.e.,
intensify) that it’s a barbaric punishment and point out the high cost and length of the appeals process.
Opponents may downplay the victims’ suffering. Proponents of the death penalty may emphasize (i.e.,
intensify) the heinous nature of the crimes perpetrated by death row inmates and argue that society must
10.7 Persuasive Request: Inviting an Alumna to Speak
To: Marion Minter <mminter@temphelp4you.com>
From: <Student’s e-mail address>
Subject: Sharing Your Success Story With Business Students
Dear Ms. Minter:
As a former [name of school’s team], please accept my invitation to be the keynote speaker at the
Business and Accounting Association’s annual kick-off meeting.
Because of our club’s focus on business and your success as an entrepreneur, you would be the perfect
The meeting will be held on Wednesday, September 10, from noon until 1:30 p.m. in Branford Hall. We
would like you to speak for about 30 minutes and then take questions from the audience. On the day of
the event, we would provide you with lunch and a complimentary parking permit, which you could pick up
at the information kiosk at the main campus entrance.
Please let me know if you can speak at our meeting by August 20 so I can make the appropriate
arrangements. You can phone me at [student phone] or e-mail me at [student e-mail] if you have any
questions. We hope you will share your success story with us in September!
Sincerely,
grant, but other possibilities can be explored for developing such a program. Perhaps local department
stores would be interested in helping create and support the program. Perhaps thrift stores could provide
appropriate garments. Perhaps graduates could contribute clothing or ideas for supporting the project.
I don’t have all the answers, but I think it’s a topic that deserves investigation. May I see you during the
week of November 12 to discuss the possibility of developing a Suitable Suits program for North Central?
Please call me at (617) 455-9802 or send a message to me at <jlbrown@gmail.com>.
Sincerely,
10.9 Persuasive Request: Please Write Me a Letter of Recommendation
To: [Professor’s e-mail address]
From: [Student’s e-mail address]
Subject: Letter of Recommendation Request
Dear Professor [last name]:
[Student name and contact information]