2. Sales Messages

The inductive approach is useful when composing persuasive messages; use the AIDA formula (Attention, Interest, Desire, Action). AIDA is most useful when sending an unsolicited message. Solicited messages, which have been requested by a potential buyer or supporter, do not require an AIDA approach.

Attention

The AIDA approach begins with gaining attention.

Read this passage from an unsolicited sales message, and then answer the question.

Good fences make good neighbors.

Robert Frost

Mesa Canyon Fencing has been building good fences for our neighbors since 1968.

Which common attention-getting device is used in this passage?

Giving a solution to a problem

Asking a question

Quoting a proverb or famous person

Interest

After gaining attention, the AIDA approach focuses on generating interest by introducing the product, service, or idea.

Read the passage, and then answer the question about building interest.

You want to maximize the use of your land while maintaining your view and personal privacy. Our Mesa Canyon fences are carefully designed to help you do just that. Our products help you create the outdoor living spaces you want with the privacy you need. Since your privacy and security are paramount to us, we build our fences with your safety in mind. All our gates are manufactured of reinforced steel.

How does this passage build interest in fencing? Check all that apply.

It uses an authentic voice to help the receiver appreciate the benefits of the fencing.

It invites the receiver to imagine using the product.

It gives a detailed description of the composition of Mesa Canyon fences.

Desire

Once your message arouses interest, follow the AIDA approach to create desire by providing convincing evidence.

Read this passage, and then answer the question about creating desire.

Our fencing starts with a secure footing, designed by engineers and installed by our experts to meet your needs and city code requirements. Our fence supports include structural steel reinforcement for quality and endurance. We use only the finest materials that will enhance your landscape. Our fences are constructed of natural stone, concrete blocks, or renewable wood. To accommodate your budget, pricing starts as low as $17 per linear foot.

How does this passage create a desire for fencing?

The passage highlights cold, hard facts without interpretation.

The passage presents and interprets factual evidence about how the fence is constructed.

The passage includes a testimonial from a satisfied customer promoting the fence.

Action

The AIDA approach gains attention, generates interest, creates desire, and then motivates action. How can you encourage action in the closing of persuasive sales messages? Check all that apply.

You could reward a customer for a quick order with an upgrade of the product.

Your product speaks for itself, so you dont need to encourage the receiver to take action.

You could design your message so that the actions customers should take are simple to perform.

You could remind the receiver of the reason this is a good product, service, or idea.

You could include at least five steps for the action encouraged.

Opening

Dear Fay Pflaum:

Like a good friend who always knows just what you need, your Logos Bank credit card understands you and your purchasing needs. Additionally, our rewards plan can earn you as much as 5 percent cash back from purchases at your favorite retailers.

What attention-getting device is used in this message opening?

A personal experience

A startling announcement

An analogy

Body

Since we value you as a customer, we are extending our rewards options for use at more than 296 participating retailers, including Purchase.com and Wellmart. As you spend money, you will earn cash back that can be applied to your monthly statement, returned to you at the close of the year, or used like cash at any of our participating online retailers.

To learn more about this exceptional offer and what other card members love about our rewards program, simply visit our website logosbank.com/rewards or call us at 1-800-555-1212.

How does this message offer concrete evidence promoting the benefits of the product?

Through the number of satisfied card members

Through testimonials on the website

In an attached brochure

Closing

We want to convince you that we are the credit card company for you. While your account has been less active lately, we hope that you will give us the opportunity to show you that our newest features can serve you well. If you are interested at all, please visit our website or give us a call at 1-800-555-1212, any time, 24 hours a day, Eastern Standard Time.

Sincerely,

Alton P. Fitzwater, President.

Logos Bank

Which of the important tasks for motivating action are accomplished in this closing paragraph? Check all that apply.

Make it easy to take action.

Ask confidently for action.

Provide incentive for quick action.

Back to smere Attempts Average 2. Developing a Bad-news Message When preparing a bad news message, follow the inductive outline in most situations. Using an Inductive approach will allow the recipient time to understand the reasons before receiving the bad news and will build goodwill In an indirect bad news message, the first paragraph is very important because it influences how the remainder of the message is received. What should the introductory paragraph in a bad news message accomplish? . Let the recipient know what the message is about without stating the bad news. Provide a friendly greeting discussing an unrelated topic. Include a bad news statement with plenty of detail Read the scenario about denying a request, and then answer the corresponding question Harlin needs to deny a customer's request. His message begins Dear Customer I am writing in response to your request submitted on July 19. I have reviewed your request and thank you for your inquiry What advice would you give Harlin? Reference the request service number State the bad news more directly Avold empty acknowledgments of the obvious. The reasons and explanations section of a bad news message is extremely important because receivers want to know why they have been refused. Which of the guidelines apply to presenting the facts, analysis, and reasons in a bad news message? Check all that apply. Include a concise discussion of one or more logical reasons Show the receiver benefit and consideration Avoid using company policy as a reason Well-written bad news statements that include positive language, use passive voice, and imply the refusal are most successful Read the bad news statement that would follow a presentation of the facts and reasons. Regrettably, because you made a mistake and submitted the wrong form, we cannot accept your application Which is the best revision for this bad news statement? We have attached a copy of Form 10, which is the correct form to use when applying to be a vendor at our conferences Your application has been rejected because you did not submit the correct forms No revision is necessary Read the bad-news scenario, and then answer the corresponding questions about the counterproposal and message closing. Demetrio is a sporting goods distributor. Unfortunately, he needs to inform a customer that he will be unable to meet the promised delivery date on a shipment of Little League athletic jerseys. This may upset the customer because it will mean that some Little League players may not have their new jerseys in time for several preseason practice games. Which "silver lining" counterproposal would be appropriate for Demetrio to include? Since the shipment is delayed, we will include four packages of official Little League game balls free of charge. Since the shipment is delayed, every purchase for the next year will be 50 percent off for Little League customers. Since the shipment is delayed, all 130 jerseys will be free. What advice should you give Demetrio as he prepares the conclusion of his message? Check all that apply. Avold statements that encourage future controversy: "If this is unsatisfactory, please let us know." Add a unifying quality to the message: "It will surely be a great season!" Include willingness to assist in some way: "We will contact you as soon as the jerseys arrive." Grade It Now Savo & Continue Continue without saving