Persuasive techniques in the digital age are more complex and impersonal. $($p$.330)$

Persuasive requests are likely to be longer than direct requests. $($p$.335)$

A persuader is effective only when he or she is believable. $($p$.338)$

To be persuasive in a claim message, you should suggest that the receiver intentionally deceived you or intentionally created the problem. $($p$.339)$

Informational messages from superiors to subordinates about procedures, equipment, or customer service should be organized directly. $($p$.342)$

Smart companies focus exclusively on e$-$marketing because direct$-$mail marketing is obsolete and ineffective. $($p$.345)$

An effective location for your strongest motivator is in the postscript to a sales message. $($p$.350$