1. Persuade someone to buy crystal glassware View as slide show Types of calls to action Adapted from AdPrin.com

2. Persuade someone to buy crystal glassware Which appeal do you suggest - and why? ___ a) “This shows good taste; it is truly a classic design.” ___ b) “This particular style has a charm all its own.” Click to see the common response. A higher percentage of the subjects who given version“b” purchased than of those given version “a.” Use a gentle call for action for high-involvement products. Adapted from AdPrin.com2

3. Evidence In Clee and Wicklun’s 1980 experiment only two of 15 subjects were convinced by a “hard sell” of crystal glassware where as 11 of 15 of the soft- sell subjects were convinced.Clee and Wicklun’s 1980 experiment More evidence is presented on page 175 of Persuasive Advertising.

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, identify a call to action, the product it is for, and whether it fits the level of involvement of the product. Adapted from AdPrin.com