Question

A coworker is crafting a sales message and asks for your advice. What tips can you share for the opening? Check all that apply.

A). Use a startling statement.

B). Include a long personalized introduction.

C). Ask a question.

D). Include eye-catching typographical arrangements

2). Build interest in your sales message by developing your central selling points with rational, emotional, or dual appeals. Rational appeals are appropriate when a product is, for example, important to (A. Health, B. Appearance, C. Ego). Emotional appeals are appropriate when a product is, for example, (A. Expensive, B. Short-lived, C. Essential). Whether using rational or emotional appeals, remember to translate cold facts into (A. Logical arguments, B. Scare tactics related to current events, C. Warm feelings and reader benefits).

3. What techniques overcome resistance and help build credibility? Check all that apply.

A). Including testimonials

B). Sending free trial samples

C). Using misleading statements

D). Sending unwanted merchandise

4). What is an additional motivator you can add to your sales message? Check all that apply.

A). An open deadline

B). A promise or incentive

C). A promise of further correspondence

D). A gift

Read the scenario, and then answer the question.

You work for a letterpress stationery company that has recently started selling merchandise through its website. To increase online sales, the owner has written an e-mail sales message to send out to all the company’s customers on the e-mailing list. The owner asks you to review the following opening of her message.

"Our rich-colored paper and timeless letterpress designs are sure to make our new promotion a success. You can purchase today for 20 percent off!"

5). What revision should you suggest?

A). Our-rich colored paper and timeless letterpress designs are 20 percent off.

B). Make someone happy: send a handwritten note. Make yourself happy: save 20 percent on all our stationery online today!

C). Picture your loved ones opening your notes written on our rich-colored paper with timeless letterpress designs. Picture the simple joy on their faces just knowing you care.

6. A (Benefits, Feature, Puffery) is what your product is or does; a (Benefits, Feature, Hyperbole) is how the audience can use it.

Answer 1

For a compelling sales message, use startling statements, questions, and eye-catching typographical arrangements for the opening. Develop selling points with rational and emotional appeals, and overcome resistance with testimonials and free samples. Suggest revisions to the letterpress company's message to combine emotion with the promotion for greater impact.

Step-by-step explanation:

When advising a coworker crafting a sales message, the following tips can be shared for crafting the opening:

• Use a startling statement to grab attention quickly.
• Ask a question that prompts the recipient to think and engage with the content.
• Include eye-catching typographical arrangements to make the message visually appealing.

Long personalized introductions are typically not recommended as they can dilute the focus of the message.

In building interest in your sales message, you should develop your central selling points through either rational or emotional appeals. Rational appeals are suitable when a product is important to someone's health, appearance, or ego. On the other hand, emotional appeals work well for products that are expensive, short-lived, or essential. Remember to translate facts into warm feelings and reader benefits to create an emotional connection with the audience.

To overcome resistance and build credibility, you should:

• Include testimonials to provide social proof.
• Offer free trial samples to allow customers to experience the product.

Techniques such as using misleading statements or sending unwanted merchandise are not ethical and will not build credibility.

To further motivate your audience, consider adding incentives such as:

• A promise or incentive for timely action.
• A gift to show appreciation and add value to the purchase.

For the revision of the sales message opening for the letterpress stationery company, a suggestion could be to combine the introduction of the promotion with an emotional appeal:

Suggested Revision: "Make someone happy: send a handwritten note. Make yourself happy: save 20 percent on all our stationery online today!" This version combines rational and emotional appeals by suggesting the joy of gifting and the benefit of saving money.

A feature is what your product is or does; a benefit is how the audience can use it and what advantages it brings to them.