Chapter 6

Question 1

How do you gain attention in the opening of complex claims and complaints?

Answer 1

by paying the receiver the compliment

Question 2

How do you build interest in the body?

Answer 2

explaining and justifying claim or complaint with convincing reasons and without anger

Question 3

How do you reduce resistance in the body?

Answer 3

subtly suggesting responsibility of the receiver. appeal to the receiver’s sense of fairness or desire for customer satisfaction

Question 4

How do you motivate action in the closing?

Answer 4

explaining exactly what action you want taken and when.

Question 5

Name the 1 and 2 tips for making claims.

Answer 5

1. Begin with point of agreement, statement of problem, or brief review of action you have taken to resolve problem
2. Provide identifying information.

Question 6

Name 3 and 4 tips for making claims.

Answer 6

3. Prove that your claim is valid, explain why the receiver is responsible
4. Enclose document copies supporting your claim.

Question 7

Name 5 and 6 for making claims.

Answer 7

5. Appeal to the receiver’s fairness, ethical and legal responsibilities and desire for customer satisfaction.
6. Describe your feelings and disappointment.

Question 8

Name 7 and 8 for making claims.

Answer 8

7. Avoid sounding angry, emotional, or irrational.

8. Close by telling exactly what you want done.

Question 9

How do you get attention in a sales and promotion messages?

Answer 9

short, (1-5 lines), honest, relevant, and stimulating

Question 10

What are examples of an offer and benefit?

Answer 10

Offer: a free trip to Hawaii is just the beginning!
Benefit: Now you can raise your sales income by 50 percent or even more with the proven techniques found in….

Question 11

Give examples of open-ended questions and quotation or proverb.

Answer 11

open-ended question: Do you want your family to be safe?

Quotation or proverb: Necessity is the mother of invention.

Question 12

Give examples of a compliment or fact.

Answer 12

compliment: Life is full of milestones. You have reached one, You deserve,,,,
Fact: A recent Maclean’s poll says that three quarters of Canadians are not happy with the quality of financial advice they are receiving

Question 13

Name a product feature or testimonial.

Answer 13

Product Feature: electronic stability control

Testimonial: J.D. Power Survey

Question 14

what are the final two ways to get attention in a sales message?

Answer 14

startling statement or personalized action setting

Question 15

Define interest for sales and promotional messages.

Answer 15

emphasize central selling points, and describe product of service with appeals

Question 16

What is a rational appeal?

Answer 16

expensive product, long lasting, important to health, security, and financial success

Question 17

What is emotional appeal?

Answer 17

status, ego, sensual feelings, inexpensive, short-lived, nonessential

Question 18

What is dual appeal?

Answer 18

combination of both rational and emotional appeal

Question 19

Define desire for sales and promotional messages.

Answer 19

make reader want product or service, anticipates objections

Question 20

Name three examples of desire for products or services.

Answer 20

testimonials from customers: names satisfied users (with permission)
money-back guarantee or warranty: free trial or sample
performance tests, polls, or awards

Question 21

When price is an obstacle, what are 3 tips?

Answer 21

delay mentioning price after you have created desire for product
show price in small units: ex. price per month
demonstrate how reader saves some money, ex. subscribe 2-3 years

Question 22

Name the last 2 tips if price is an obstacle.

Answer 22

compare prices of competitor

if applicable, offer advantageous financing terms

Question 23

With action, how do you make it easy for sender to respond?

Answer 23

reply card, a stamped and pre - addressed envelope, toll-free telephone number, convenient web address, promise or follow-up call

Question 24

What are additional motivators in regards to action?

Answer 24

a gift, an incentive, limit offer, set deadline, guarantee satisfaction

Question 25

Why is using a postscript a strongest motivator?

Answer 25

add special inducement for a quick response, re-emphasive a central selling point