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.

Since our great-grandfather, Levi Stringfellow, opened his letter press business in 1872 in the family barn, Stringfellow Press has been an impeccable publisher of how-to home decorating books. For four generations, our family has set the standard in home decor.

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

Using an analogy

Using a what-if opening

Telling a story

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.

When you are decorating, you need the best colors, fabrics, and furniture at the lowest cost. Our home decorating guides help you find those bargains. When you follow our easy steps, your place will look and feel like a designer showcase with all the comforts of home. More importantly, our decorating guides help you stay within your budget.

How does this passage build interest in buying the guides? Check all that apply.

It places the spotlight on the receiver benefits.

It presents convincing evidence to build desire.

It implies that you will save money using the books.

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.

Professional decorating can transform your home. So, order now and receive one new decorating guidebook each month for 24 months. The first months volume is titled Creating Your Dream Living Room. In the following month, you will receive Maximize Your Closet Space. Your full set of 24 books will cover decorating every room in your house. And with our low price of only $14 per book, you will be getting the best value available today.

How does this passage build desire for the product?

It includes testimonials that help the readers imagine using the guidebooks in their own homes.

It presents factual evidence of how the customer will benefit by naming a low price and giving a brief description of the product.

It provides cold facts through a specific example of a decorating decision.

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 encourage buyers to purchase while a special price is in effect.

You could introduce another product because you dont need to mention the selling point again.

You could offer a limited-time rebate offer as a possible incentive for purchasing a product now.

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

Rather than Let us hear from you, you could be specific: Contact us by the 12th for delivery by the holidays.

Opening

Dear Fay Pflaum:

We invite you to earn money while you spend it by taking advantage of a special cash-back bonus feature on our Platinum Card. This cash-back bonus will allow you to earn as much as 7 percent cash back from every purchase you make.

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

A what-if opening

An outstanding feature or benefit

A split sentence

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 testimonials on the website

In an attached brochure

Through the number of satisfied card members

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.

Provide incentive for quick action.

Ask confidently for action.

Make it easy to take action.