Chapter 6 Flashcards
How do you gain attention in the opening of complex claims and complaints?
by paying the receiver the compliment
How do you build interest in the body?
explaining and justifying claim or complaint with convincing reasons and without anger
How do you reduce resistance in the body?
subtly suggesting responsibility of the receiver. appeal to the receiver’s sense of fairness or desire for customer satisfaction
How do you motivate action in the closing?
explaining exactly what action you want taken and when.
Name the 1 and 2 tips for making claims.
- Begin with point of agreement, statement of problem, or brief review of action you have taken to resolve problem
- Provide identifying information.
Name 3 and 4 tips for making claims.
- Prove that your claim is valid, explain why the receiver is responsible
- Enclose document copies supporting your claim.
Name 5 and 6 for making claims.
- Appeal to the receiver’s fairness, ethical and legal responsibilities and desire for customer satisfaction.
- Describe your feelings and disappointment.
Name 7 and 8 for making claims.
- Avoid sounding angry, emotional, or irrational.
8. Close by telling exactly what you want done.
How do you get attention in a sales and promotion messages?
short, (1-5 lines), honest, relevant, and stimulating
What are examples of an offer and benefit?
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….
Give examples of open-ended questions and quotation or proverb.
open-ended question: Do you want your family to be safe?
Quotation or proverb: Necessity is the mother of invention.
Give examples of a compliment or fact.
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
Name a product feature or testimonial.
Product Feature: electronic stability control
Testimonial: J.D. Power Survey
what are the final two ways to get attention in a sales message?
startling statement or personalized action setting
Define interest for sales and promotional messages.
emphasize central selling points, and describe product of service with appeals
What is a rational appeal?
expensive product, long lasting, important to health, security, and financial success
What is emotional appeal?
status, ego, sensual feelings, inexpensive, short-lived, nonessential
What is dual appeal?
combination of both rational and emotional appeal
Define desire for sales and promotional messages.
make reader want product or service, anticipates objections
Name three examples of desire for products or services.
testimonials from customers: names satisfied users (with permission)
money-back guarantee or warranty: free trial or sample
performance tests, polls, or awards
When price is an obstacle, what are 3 tips?
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
Name the last 2 tips if price is an obstacle.
compare prices of competitor
if applicable, offer advantageous financing terms
With action, how do you make it easy for sender to respond?
reply card, a stamped and pre - addressed envelope, toll-free telephone number, convenient web address, promise or follow-up call
What are additional motivators in regards to action?
a gift, an incentive, limit offer, set deadline, guarantee satisfaction
Why is using a postscript a strongest motivator?
add special inducement for a quick response, re-emphasive a central selling point
