BCOM CH. 10: Persuasive Messages

question

authority
answer

principle of influence whereby people follow authority figures
question

central sales theme
answer

most effective sales messages contain a central sales theme. like other messages, sales managers are strongest when they contain a coherent, unified theme that consumers can recognize quickly. however, whereas you colleagues and clients who know you will grant you a window of 30 seconds or so to provide your main point, recipients of mass sales messages may give you only a few seconds. Thus, your sales message should stick to a single, recognizable theme that resonates within seconds
question

consistency
answer

based on the idea that once people make an explicit commitment, they tend to follow through or honor that commitment. In other words, they want to stay consistent with their original commitment
question

direct business writing
answer

you being with a main idea or argument and then provide the supporting reasons. you help your readers understand your message and you show respect for their time
question

explicit business writing
answer

nothing is implied; statements contain full and unambiguous meaning. you help your readers understand your message and you show respect for their time
question

implicit business meassages
answer

the request or some of the rationale for the request may be implies. in other words, sometime the reader needs to read between the lines to grasp the entire meaning. implicit statements politely ask people to do or think differently
question

indirect business messages
answer

they provide the rationale for a request before making the specific request
question

liking
answer

the principle influence whereby people are more likely to be persuaded by people they like
question

manipulation
answer

involves attempting to influence others by some level of deception so you can achieve your own interests.
question

mass sales messages
answer

messages sent to a large group of consumers and intended to market a particular product or service. often in the form of mass emails, online ads, or sales letters, these messages generally have low success rates (ratio of number of purchases to number of message recipients).
question

reciprocation
answer

the principle influence based on returning favors. As defined by Cialdini, \”We should try to repay, in kind, what another person has provided us.\”
question

scarcity
answer

the principle of influence whereby people think 0there is limited availability of something they want or need, so they must act quickly
question

social proof
answer

principle of influence whereby people determine what is right, correct, or desirable by seeing what others do
question

tangible
answer

something that can be touched. making the statement tanglible implies that the readers can discern something in terms that are meaningful to them. allows the reader to sense the impact on a personal level. you often can achieve a tangible feel by combining you-voice with specificity.
question

validation
answer

implies that you recognize and appreciate others’ needs, wants, ideas, and preferences as legitimate and reasonable, \”especially when they are different than your own.\” by validating your readers, you show respect for them and demonstrate a balanced perspective

Get instant access to
all materials

Become a Member