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| 1 | |
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? |
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| 2 | |
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. |
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| 3 | |
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. |
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| 4 | |
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. |
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| 5 | |
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. |
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| 6 | |
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. |
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| 7 | |
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. |
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| 8 | |
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. |
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| 9 | |
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. |
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| 10 | |
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. |
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| 11 | |
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. |
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| 12 | |
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. |
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| 13 | |
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. |
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| 14 | |
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. |
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| 15 | |
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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