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. A survey of 487 whale watchers revealed that 486 of them use Eagon binoculars; were working on the 487th. Which common attention-getting device is used in this passage? Telling a solution to a problem Using an analogy Making a startling announcement 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 are standing on the deck of a whale-watching ship, focusing your Eagon WX460 binoculars on a baleen whale just off the bow of the boat. You feel so close; you want to reach

out and touch the whale. As the sun ducks behind a cloud, your binoculars automatically adjust to the light conditions as your view sweeps from full shade to full sun. How does this passage build interest in buying binoculars? Check all that apply. It places the receiver in a situation in which having the product would be good. It helps the receiver imagine using the product. It makes the receiver feel uninformed for not knowing how to accommodate differing light conditions. 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. If you order now, your new, waterproof Eagon binoculars will come fully equipped with an attached lens cap, an easy-rest shoulder strap, and dust-resistant lenses. Youll love the automatic adjustments that allow you continuous viewing through varying light conditions. Our customers rave about Eagon. John Jacobs from Baltimore told us that Eagon opened my eyes to the beauty of nature! You too can experience what John has for three low payments of $64.99 each. How does this passage help create desire for the binoculars? It focuses on the low price of the binoculars. It presents objective facts without interpretation to encourage ethical salesmanship. It presents factual evidence and features while subordinating the price. 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 include a reminder about the central selling point of the binoculars. You could try to persuade the receiver to place the order soon by offering a free carrying case for a limited time. You could encourage buyers to purchase the binoculars while supplies last, implying that a delay will occur before you can restock. You could make the receiver go through at least seven steps in ordering to underline the achievement of getting the binoculars. You could avoid sounding pushy by not telling the receiver exactly how to place the order. 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 You are a valuable customer, so 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 take advantage of this exceptional offer, call us today at 1-800-555-1212. What types of evidence might make this message more convincing? Instructions on how to apply Testimonials and guarantees about the rewards program An image of the rewards card Closing Take advantage of this opportunity to earn money with every purchase. We hope to hear from you soon. 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. Encourage action. Provide incentive for quick action. Make it easy to take action.