6. The four parts of a successful persuasive message are attention, interest, desire, and action. 7. Written requests can be more effective than face-to-face requests because the writer can establish credibility, make a reasonable and precise request, tie facts to benefits, and overcome resistance. 8. The four-part indirect strategy is needed when employers are trying to get their employees to participate in capacities outside their work roles. 9. Persuasion in messages flowing upward is needed when the subordinates are suggesting something to their bosses. 10. Rational appeals are associated with reason and intellect. Emotional appeals relate to status, ego, and sensual feelings. Dual appeal is when both the rational appeal and the emotional appeal are used. 11. Some ways to attract attention in the opening of a sales message are: offer, benefit, open-ended suggestive question, quotation or proverb, compliment, fact, product feature, testimonial, startling statement, and personalized action setting. 12. Emotional. The first sentence uses emotional appeal while the second sentence uses both emotional and rational. 13. To motivate action in the close of a sales message you can use: gifts, promise or incentive, limit the offer, set a deadline, or guarantee satisfaction. 14. The main purposes of using Facebook, blogs, business podcasts, and wikis are to inform and persuade the public, to generate goodwill, and to build positive brand awareness. 15. Writers of successful online sales messages use catchy subject lines, keep the main information on top, make the message short, conversational, and focused, convey urgency, sprinkle testimonials, and provide a means for opting out.
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