persuasive letters chapter 6 review. persuasion is the ability to make people think or do what you...
TRANSCRIPT
![Page 1: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/1.jpg)
Persuasive Letters
Persuasive LettersChapter 6 ReviewChapter 6 Review
![Page 2: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/2.jpg)
PersuasionPersuasionIs the ability to make
people think or do what you would like them to
think or do.
Is the ability to make people think or do what you would like them to
think or do.
![Page 3: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/3.jpg)
Indirect Persuasive
Request Writing Plan
Indirect Persuasive
Request Writing Plan
The following is a summary of all writing plans outlined in chapter six. Please see the
chapter for more detailed information.
The following is a summary of all writing plans outlined in chapter six. Please see the
chapter for more detailed information.
![Page 4: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/4.jpg)
Gain AttentionGain Attention
•Compliment
•Stimulating Question
•Unexpected statement
•Reader benefit
•Describe a problem
•Compliment
•Stimulating Question
•Unexpected statement
•Reader benefit
•Describe a problem
![Page 5: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/5.jpg)
Build InterestBuild Interest•Direct and Indirect Benefits
•Facts and Statistics
•Details
•Explanation or Justification
•Appeal to reader’s needs
•Direct and Indirect Benefits
•Facts and Statistics
•Details
•Explanation or Justification
•Appeal to reader’s needs
![Page 6: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/6.jpg)
Reduce ResistanceReduce Resistance•Anticipate resistance and address concerns
•Appeal to reader’s sense of fairness and desire for (customer) satisfaction
•Create desire for expressed outcome (action, request, sale)
•Anticipate resistance and address concerns
•Appeal to reader’s sense of fairness and desire for (customer) satisfaction
•Create desire for expressed outcome (action, request, sale)
![Page 7: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/7.jpg)
Motivate ActionMotivate Action
•Tell the reader what you want and when you want it
•Stimulate the reader to buy or do
•Tell the reader what you want and when you want it
•Stimulate the reader to buy or do
![Page 8: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/8.jpg)
In the indirect strategy, what should precede the main idea?In the indirect strategy, what
should precede the main idea?
Reasons
Explanations
Persuasion
![Page 9: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/9.jpg)
List at least four examples of persuasive favour requests
List at least four examples of persuasive favour requests
Donations of:
Time
Money
Energy
Name
Resources
Talent
Skills
Expertise
![Page 10: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/10.jpg)
Name at least eight items a salesperson should know about a
product before selling it
Name at least eight items a salesperson should know about a
product before selling itDesign
Raw Materials
Manufacturing Process
Testing
Performance Applications
Ease of Use
Efficiency
Durability
Reliability
Service
Warranties
Special Features
Marketability
Price
![Page 11: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/11.jpg)
The most effective sales letters are sent to what kind of
audience?
The most effective sales letters are sent to what kind of
audience?
A targeted or preselected audience.
![Page 12: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/12.jpg)
What is an unsolicited sales letter?
What is an unsolicited sales letter?
Not requested
Eg. Direct Mail
![Page 13: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/13.jpg)
What is a solicited sales letter?What is a solicited sales letter?
Responds to a request for information about a product
Eg. letter answering questions about a leasing program for new cars
![Page 14: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/14.jpg)
List at least five ways to gain a reader’s attention in the opening
of a sales letter
List at least five ways to gain a reader’s attention in the opening
of a sales letterTypographical arrangements
Attractive offer
Inside-address opening
Startling statement
Story
Bargain
Proverb
Solution to a problem
Quotation
Anecdote
Question
![Page 15: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/15.jpg)
In selling a product, when are rational appeals more effective?
In selling a product, when are rational appeals more effective?
Expensive, long lasting, or important to health and security
Inexpensive, short-lived, or nonessential
![Page 16: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/16.jpg)
Name six writing techniques that stimulate desire for a product
Name six writing techniques that stimulate desire for a product
Benefits the reader
Concrete and objective language
Build product confidence through testimonials
Offer warranties
Free trial
Money-back guarantee
![Page 17: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/17.jpg)
How are online sales letters different and similar to hard-
copy?
How are online sales letters different and similar to hard-
copy?
Similar:
addressed to targeted audience
conversational and “you” view
focus on one-two selling points
response should be easy
![Page 18: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/18.jpg)
How are online sales letters different and similar to hard-
copy?
How are online sales letters different and similar to hard-
copy?
Different:
short
addressed to pre-selected customers to offer something special
include means of being removed from mailing list
![Page 19: Persuasive Letters Chapter 6 Review. Persuasion Is the ability to make people think or do what you would like them to think or do](https://reader036.vdocuments.site/reader036/viewer/2022062618/5513d7d055034679748b4ffe/html5/thumbnails/19.jpg)
Name six writing techniques that stimulate desire for a product
Name six writing techniques that stimulate desire for a product
Benefits the reader
Concrete and objective language
Build product confidence through testimonials
Offer warranties
Free trial
Money-back guarantee