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Rosa and Jane manage a Mexican restaurant in Dallas. They are in the planning stage for a sales letter and need to choose a persuasive strategy. Which one of the following is NOT a question for them to consider?
A)What do we want people to do?
B)How strong a case can we make?
C)What objections will the audience have?
D)How large is the audience?
When you do not yet have the credibility that comes from being an expert or having a senior position, build credibility by ensuring that your request meets all of the following criteria EXCEPT:
A)Being reliable.
B)Being factual.
C)Being emotional.
D)Being specific.
Which of the following is an example of a secondary purpose for a sales or persuasive message?
A)To motivate the reader to read the message.
B)To have the reader act.
C)To build a good image of the writer.
D)To overcome objections.
A direct request strategy would be the most appropriate for which of the following situations:
A)When you know that your readers are very busy and likely don't read their messages thoroughly.
B)When you don't know the audience very well.
C)When you suspect that your audience will have very strenuous objections to what you're asking them to do.
D)All of the above.
When you face major objections, you could use any of these techniques EXCEPT:
A)Show that the time or money spent now to comply with your request will save readers money in the long run.
B)Be candid about how much time or money your request will cost, because it might be less than readers fear.
C)Explain that the sacrifice you're asking readers to make will allow them to achieve a goal that's more important to them.
D)Criticize readers who resist the action you're trying to persuade them to take.
In order to persuade more employees to join the company baseball team, you've planned an emotional appeal to their desire for relationships and a sense of belonging. To strengthen this emotional appeal, you could use any of these techniques EXCEPT:
A)Profile some employees who formed friendships on the baseball team that have carried over into the workplace.
B)Start your message with a psychological description of an exciting moment in a baseball game, so readers can imagine themselves in the midst of the game.
C)Describe some typical after-game get-togethers at a local sports restaurant.
D)Cite facts from some well-known health organizations proving that regular exercise helps combat obesity and build stronger muscles.
Mr. Armstrong has ignored your first two letters requesting payment for a stove he bought from your store two months ago on a 30-day payment plan. In your middle letter, you should:
A)Request a partial payment, offer to work with him on a schedule for paying the balance, and remind him of the importance of a good credit rating.
B)Threaten to take him to court over the unpaid bill.
C)Appeal to his sense of fairness – after all, he would want to be paid on time for something he had sold, wouldn't he?
D)Tell him your delivery crew will be at his house to repossess the stove if you do not have his payment within one week.
You always want to offer readers good reasons to act promptly. To show why you need a quick response, you should do all of the following EXCEPT:
A)Show that the opportunity is only valid for a limited time.
B)Show that acting now will save money because a price increase is coming.
C)Show that a fast response will allow you to go forward with your own plans.
D)Show that the sooner readers act, the sooner they can enjoy the benefit you offer.
Good choices for grabbing the reader's attention in the opening of a sales letter include all of the following EXCEPT:
A)A story.
B)A description of your product.
C)A question.
D)A startling statement.
Which of the following guidelines is best when deciding how much money to ask for in a fundraising letter?
A)Ask for an amount that the donor will consider too small to matter to his or her budget.
B)Don't suggest an amount. Leave it up to donors to decide how much they want to contribute to the cause described in your letter.
C)Use the amount of the donor's last gift as the smallest amount, then suggest a few higher amounts.
D)Ask for an amount that's larger than you expect to receive in order to impress upon donors how urgently you need funding.
In a sales letter, you can make the price seem more acceptable by using any of the following techniques EXCEPT:
A)Breaking the price down into smaller chunks, such as the cost per day or the amount per payment.
B)Linking the price to the benefit your product provides, making the price seem low for such a large benefit.
C)Offering credit terms or installment payments.
D)Not including the price in the letter at all; telling the reader you'll call within a few days and he or she can learn the price during your conversation.
A good way to keep a promotional brochure to a manageable size is to
A)Focus on just one of the products or programs your organization offers.
B)Reduce the number and size of visuals.
C)Have readers respond by logging on to your Web site or phoning a toll free number instead of including a reply coupon in the brochure.
D)Reduce the font size and number of headlines.
Rack cards are best at serving all of the following purposes EXCEPT:
A)Conveying specific information to readers.
B)Giving readers a way to take advantage of your offer.
C)Attracting supporters who might not otherwise be interested in your organization.
D)Building general support for your organization.
A good technique for making a direct mail letter interesting is to
A)Be as brief as possible to carry the reader quickly through the letter.
B)Use humour so the reader associates your organization with fun.
C)Make your letter sound more like an ad than a letter.
D)Create a fictional character who is allegedly writing the letter.
Rhyme, rhythm and alliteration are
A)Effective in verbal conversations, but not in the written word.
B)Ways of creating sound patterns that catch the reader's attention in direct mail letters.
C)Flowery language techniques that should be avoided in sales and fundraising letters.
D)Not appropriate for business writing.

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