Persuasive Letters Chapter 6 Review

Persuasion Is the ability to make people think or do what you would like them to think or do.

Indirect Persuasive Request Writing Plan The following is a summary of all writing plans outlined in chapter six. Please see the chapter for more detailed information.

Gain Attention Compliment Stimulating Question Unexpected statement Reader benefit Describe a problem Compliment Stimulating Question Unexpected statement Reader benefit Describe a problem

Build Interest Direct and Indirect Benefits Facts and Statistics Details Explanation or Justification Appeal to readers needs Direct and Indirect Benefits Facts and Statistics Details Explanation or Justification Appeal to readers needs

Reduce Resistance Anticipate resistance and address concerns Appeal to readers sense of fairness and desire for (customer) satisfaction Create desire for expressed outcome (action, request, sale) Anticipate resistance and address concerns Appeal to readers sense of fairness and desire for (customer) satisfaction Create desire for expressed outcome (action, request, sale)

Motivate Action Tell the reader what you want and when you want it Stimulate the reader to buy or do Tell the reader what you want and when you want it Stimulate the reader to buy or do

In the indirect strategy, what should precede the main idea? Reasons Explanations Persuasion

List at least four examples of persuasive favour requests Donations of: Time Money Energy Name Resources Talent Skills Expertise

Name at least eight items a salesperson should know about a product before selling it Design Raw Materials Manufacturing Process Testing Performance Applications Ease of Use Efficiency Durability Reliability Service Warranties Special Features Marketability Price

The most effective sales letters are sent to what kind of audience? A targeted or preselected audience.

What is an unsolicited sales letter? Not requested Eg. Direct Mail

What is a solicited sales letter? Responds to a request for information about a product Eg. letter answering questions about a leasing program for new cars

List at least five ways to gain a readers attention in the opening of a sales letter Typographical arrangements Attractive offer Inside-address opening Startling statement Story Bargain Proverb Solution to a problem Quotation Anecdote Question

In selling a product, when are rational appeals more effective? Expensive, long lasting, or important to health and security Inexpensive, short-lived, or nonessential

Name six writing techniques that stimulate desire for a product Benefits the reader Concrete and objective language Build product confidence through testimonials Offer warranties Free trial Money-back guarantee

How are online sales letters different and similar to hard-copy? Similar: addressed to targeted audience conversational and you view focus on one-two selling points response should be easy

How are online sales letters different and similar to hard-copy? Different: short addressed to pre-selected customers to offer something special include means of being removed from mailing list

Name six writing techniques that stimulate desire for a product Benefits the reader Concrete and objective language Build product confidence through testimonials Offer warranties Free trial Money-back guarantee