Communications - Chapter 10

Question 1

What persuasive 6 techniques are effective?

Answer 1

1. Establishing credibility
2. Making a reasonable, precise request
3. Tying facts to benefits
4. Recognizing the power of loss
5. Expecting and overcoming resistance
6. Sharing solutions and compromising

Question 2

What techniques improve persuasion?

Answer 2

1. Avoid sounding preachy or parental
2. Resist pulling rank
3. Avoid making threats
4. Soften your words when persuading upward
5. Be enthusiastic
6. Be positive and likeable

Question 3

In phase 1 of writing persuasive messages, what do you analyze, anticipate, adapt?

Answer 3

1. What do you want the receiver to do or think?
2. Does the receiver need to be persuaded?
3. How can you adapt your message to appeal to this receiver?

Question 4

In phase 2 of writing persuasive messages, what do you research, organize, compose?

Answer 4

1. What information do you need? Where can you locate it?

2. Which strategy is better? Direct or indirect?

Question 5

In phase 3 of writing persuasive messages, what questions do you ask to revise, proofread, evaluate?

Answer 5

1. Is the message clear and concise?
2. Is the message conversational?
3. Are format, grammar, and mechanics correct?
4. Will the message achieve its purpose?

Question 6

What are 4 major elements in a successful persuasive messages?

Answer 6

1. Gain attention
2. Build interest
3. Reduce resistance
4. Motivate action

Question 7

How do you prewrite requesting favors and actions?

Answer 7

1. Determine your purpose. Know exactly what you are requesting.
2. Anticipate the reaction of your audience.

Question 8

How do you gain attention when requesting favors and actions?

Answer 8

1. Use indirect strategy instead of blurting out the request immediately
2. Begin with a problem description, unexpected statement, compliment, praise, related facts, reader benefit, or stimulating question.

Question 9

How to build interest when requesting favors and actions?

Answer 9

1. Develop interest by using facts, statistics, examples, testimonials, and specific details.
2. Establish your credibility, if necessary, by explaining your background and expertise.
3. Tie facts to direct or indirect benefits.

Question 10

How do you reduce resistance when requesting favors and actions?

Answer 10

1. Anticipate objections and provide counter arguments
2. Suggest what might be lost if the request is not granted.
3. In requesting favors or making recommendations, show how the receiver or others will benefit

Question 11

How do you motivate action when requesting favors and actions?

Answer 11

1. Make a precise request, include a deadline

2. Repeat a benefit, provide details, or offer an incentive.

Question 12

How do you write an effective complaint letter?

Answer 12

See Ch 10, slide 25

Question 13

What do you do in prewrite phase of persuading within organizations?

Answer 13

1. Know your purpose. Make sure it is doable and attainable

2. Profile the audience. Play What if scenarios to anticipate the receiver’s reactions.

Question 14

How do you gain attention when persuading within organizations?

Answer 14

1. Make the reader aware of a problem by using a startling statement, providing a significant fact related to the request, describing possible benefits, askling a stimulating question, or offering compliments.
2. Establish credibility but don’t pull rank.

Question 15

How do you build interest when persuading within organizations?

Answer 15

1. Use facts, statistics, examples, and details to build a solid foundation for your request
2. Strive for a personal but professional tone.
3. Soften your words when persuading upwards.

Question 16

How do you reduce resistance when persuading within organizations?

Answer 16

1. Recognize any weakness in your proposal and suggest well reasoned counter arguments.
2. Consider a strong dollars and cents appeal for requests involving budgets in requests flowing upwards.
3. Avoid sounding preachy, parental, or overly authoritarian in requests flowing downward/

Question 17

How do you motivate action when persuading within organizations?

Answer 17

1. State a specific request including a deadline, if appropriate.
2. Suggest ways to make the response effortless and painless.
3. Repeat a major benefit.
4. Include an incentive or reason to act.
5. Express appreciation, if appropriate.

Question 18

How do business people send memos as email attachments to persuade?

Answer 18

1. Send a memo as an email attachment accompanied by a polite short email
2. Prevent premature rejection of the message by including subject lines in the persuasive memo and email that announce the purpose of the message WITHOUT disclosing the actual request.

Question 19

How do you prewrite persuasive direct mail and email sales messages?

Answer 19

1. Analyze your product or service. What makes it special? What central points should you emphasize? How does it compare with the competition?
2. Profile your audience. How will this product or service benefit this audience?
3. Decide what you want the audience to do at the end of the message.
4. For emails, send only to those who have opted in.

Question 20

How do you gain attention when writing persuasive direct mail and email sales messages?

Answer 20

1. Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting.
2. Offer something valuable, promise a significant result, or describe a product feature.
3. Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event.

Question 21

How do you build interest when writing persuasive direct mail and email sales messages?

Answer 21

1. Describe the product in terms of what it does for the reader.
2. Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.

Question 22

How do you reduce resistance when writing persuasive direct mail and email sales messages?

Answer 22

1. Counter anticipated reluctance with attractive warranties, trial offers, free samples, money back guarantees, or testimonials.
2. Build credibility with results of performance tests, polls, or awards.
3. If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition.

Question 23

How do you motivate action when writing persuasive direct mail and email sales messages?

Answer 23

1. Close by repeating a central selling point and with clear instructions for easy action
2. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline.
3. Put the strongest motivator in a postscript.
4. In emails, include an opportunity to opt out.

Question 24

How do you write successful email sales messages?

Answer 24

1. Communicate only with those who have given permission.
2. Craft a catchy subject line
3. Keep the main information “above the fold”
4. Make the message short, conversational, and focused.
5. Convey urgency
6. Sprinkle testimonials throughout the copy
7. Provide a means for opting out.

Question 25

What countries are high context cultures?

Answer 25

Asia, Africa, South America, and Middle East.

Question 26

What countries are low context cultures?

Answer 26

Northern Europe, North America, Scandinavia, and Australia

Question 27

What are the persuasive techniques in high context cultures?

Answer 27

1. Indirectness.
2. Politeness.
3. Soft sell approach
4. Relationship appeal
5. Long term goal
6. Collectivists view

Question 28

What are the persuasive techniques in low context cultures?

Answer 28

1. Directness
2. Superlatives
3. Hard sell approach
4. Short term goal
5. “You” view