Writing Persuasive Messages Flashcards
The attempt to change an audience’s attitudes, beliefs or actions is referred to as
persuasion
The age, gender, occupation, income, education, and other quantifiable characteristics of the people you’re trying to persuade are referred to as
demographics
The combination of forces that drive people to satisfy their needs is referred to as
motivation
Most persuasive messages use the _______________ approach.
indirect
If you are a highly regarded technical expert with years of experience, you might use the _____________ approach in a persuasive message to top executives.
direct
If you aren’t well known and therefore need to rely more on the strength of your message than the power of your reputation, the _________ approach will probably be more successful.
indirect
Displaying your willingness to keep your audience’s best interests at heart is a technique for?
composing a successful persuasive message
The AIDA model is very well suited to the ___________ approach.
indirect
A(n) ______________ appeal draws on feelings or audience sympathies.
emotional
While marketing and sales messages tend to focus on emotional appeals, most persuasive business messages rely more on ______________.
logic
To persuade your boss to hire additional customer support staff, you might point to industry surveys that show how crucial customer satisfaction is to corporate profits. This is an example of _________________ reasoning.
deductive
To convince your boss to change a certain production process, you could point out that every company that has adopted it has increased profits. This is an example of _____________ reasoning.
inductive
To convince management to add chat room capability to the company’s groupware system, you could explain that it is similar to a neighborhood community center, only online. This is an example of using __________________ to make a logical appeal.
analogy
“Avoid mistaken assumptions of cause and effect” is a guideline to…
avoid faulty logic
The bulk of your business messages will involve ______________.
persuasive requests for action
A persuasive ________ involves trying to change your audience’s feelings or beliefs on a subject, without asking them for action at this point.
presentation of ideas
In order to be effective, a persuasive ________ should include a thorough and detailed review of the facts, and be written in a positive and confident tone that indicates you deserve to be satisfied with every transaction.
claim
________ messages guide possible customers through the purchasing process, but don’t ask them to make an instant decision.
marketing
_________ messages encourage potential buyers to make an immediate purchase decision.
sales
The most attractive features of a product are referred to as ____________.
selling points
The term used to describe what the user experiences or gains from the product is referred to as the product _____________.
benefits
The first step in preparing successful marketing and sales messages is ____________________.
analyzing audience needs
Steven is using the AIDA model for writing a conventional marketing and sales message. The final step in this process is ____________________.
motivating action
Fabio is using the AIDA model for writing a conventional marketing and sales message. The first step in this process is ____________________.
getting the reader’s attention
