CHAPTER 8 PERSUASIVE MESSAGES SITUATION 1 The following letter from a program chair strives to persuade a well known chef to make a presentation before a local restaurant association But the letter is[.]
Trang 1CHAPTER 8 PERSUASIVE MESSAGES
SITUATION 1 The following letter from a program chair strives to persuade a well-known chef
to make a presentation before a local restaurant association But the letter is not very persuasive
How could this message be more effective?
Current date
Ms Cassidee Dabney
Executive Chef, The Barn
Blackberry Farm
1471 West Millers Cove Road
Walland, TN 37886-2649
Dear Ms Dabney:
We know you are a very busy hospitality professional as chef
at The Barn, but we would like you to make a presentation to
the Atlanta chapter of the National Restaurant Association I
was asked to write you since I am program chair
I heard that you made a really good presentation at your local
chapter in Knoxville recently I think you gave a talk called
“Avoiding the Seven Cardinal Sins in Food Service” or
something like that Whatever it was, I’m sure we would like
to hear the same or a similar presentation All restaurant
operators are interested in doing what we can to avoid potential
problems involving discrimination, safety at work, how we
hire people, etc As you well know, operating a fast-paced
restaurant is frustrating—even on a good day We are all in a
gigantic rush from opening the door early in the morning to
shutting it again after the last customer has gone It’s a rat race
and easy to fall into the trap with food service faults that push
a big operation into trouble
Enclosed please find a list of questions that our members
listed We would like you to talk in the neighborhood of 45
minutes Our June 10 meeting will be in the Carnegie Room of
the St Regis Atlanta and dinner begins at 7 p.m
How can we get you to come Atlanta? We can only offer you
an honorarium of $200, but we would pay for any travel
expenses You can expect a large crowd of restaurateurs who
are known for hooting and hollering when they hear good
stuff! As you can see, we are a rather informal group Hope
you can join us!
Current date
Ms Cassidee Dabney Executive Chef, The Barn Blackberry Farm
1471 West Millers Cove Road Walland, TN 37886-2649 Dear Ms Dabney:
News of the excellent presentation you made at your local chapter of the National Restaurant Association has reached us here in Atlanta, and we are very impressed
Running a successful restaurant operation, as we all know, is tough even on a good day The intense pace is frenzied, from scrubbing the vegetables early in the morning to latching the front door at day’s end In all this haste, it’s easy to lapse into food service faults that can land an operation in big trouble Your presentation focusing on seven cardinal sins in the food service industry certainly captured our attention
The Atlanta chapter of the National Restaurant Association asked me to invite you to be the featured speaker at our June
10 dinner on the topic of “Avoiding the Seven Cardinal Sins
in Food Service.” By sharing your expertise, you can help other restaurant operators recognize and prevent potential problems involving discrimination, workplace safety, hiring practices, and so forth Although we can offer you only a small honorarium of $200 plus your travel expenses, we can promise you a big audience of enthusiastic restaurateurs eager to hear your presentation
Our relaxed group doesn’t expect a formal address; they are most interested in hearing about best practices and solutions to prospective problems To make your talk easy to organize, I have enclosed a list of questions our members submitted Most talks are about 45 minutes long
Can we count on you to join us for dinner at 7 p.m on June 10
at the Carnegie Room of the St Regis Atlanta? Just call me at
main idea
reason
Hỏi can we count on you to join us for dinner thì show politeness & overcome resistance vì mn thấy khó từ chối > reduce resistance
Trang 2Sincerely, (404) 351-1220 before March 1 so that I can let our members
know you will be joining us
Sincerely, Enclosure
SITUATION 2 In the following message, Anton tries to convince his boss, the vice president of
marketing, that their company could save money by sourcing T-shirts from El Salvador However,
his message could be improved by employing several strategies for persuasion
To: Janelle Edwards<bryanna@ultrafit-international.com>
From: Anton Sheppard<anton@ultrafit-international.com>
Subject: Possible Chance for Saving Money
We always try our best to meet customers and sell UltraFit International equipment at numerous trade
shows But instead of expanding our visits to these trade shows, the company continues to cut back the
number that we attend And we have fewer staff members attending I know that you have been asking
us to find ways to reduce costs, but I don’t think we are going about it right
With increased airfare and hotel costs, my staff has tried to find ways to live within our very tight
budget Yet, we are being asked to find other ways to reduce our costs I’m currently thinking ahead to
the big Orlando trade show coming up in September
One area where we could make a change is in the gift that we give away In the past we have presented
booth visitors with a nine-color T-shirt that is silk-screened and gorgeous But it comes at a cost of $23
each and every one of these beauties from a top-name designer
To save money, I suggest that we try a $6 T-shirt made in El Salvador, which is reasonably presentable
It’s got our name on it, and, after all, folks just use these shirts for workouts Who cares if it is a fancy
silk-screened T-shirt or a functional Salvadoran one that has “UltraFit International” plastered on the
chest? Because we give away 2,000 T-shirts at our largest show, we could save big bucks by dumping
the designer shirt But we have to act quickly I’m sending a cheap one for you to see Oh, we have
found a source that would guarantee sustainable production and no child labor
Let me know what you think
Anton
[Full contact information]
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dùng những stategy for persúaion