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U S URBAN SYSTEMS Urban Systems Case 8 FLYING HIGH AT URBAN SYSTEMS
Persuasive messages u Compose a persuasive message promoting an idea. u Compose a persuasive message requesting a favor. u Compose a persuasive claim. u Compose a sales letter. U S URBAN SYSTEMS
Manage Facts for Specific Audiences Ethically, we never fudge the facts. It is ethical to manage the way we present those facts so they are a good fit for their audience. How can Jean Tate and Larry Haas best manage that given what you know about Urban Systems, Diana Coleman, and Dave Kaplan?
Audience analysis Knowledge and attitude of the reader Effect of the information on the reader Writer credibility U S URBAN SYSTEMS
Prefer the DIRECT plan when Writing to superiors Presenting a long or complex proposal The reader prefers directness Strong persuasion is not needed The reader will probably listen objectively U S URBAN SYSTEMS
Prefer the INDIRECT plan when U S URBAN SYSTEMS Writing to colleagues and subordinates Writing to someone outside the organization The reader prefers the indirect approach Strong persuasion is required The reader is initially resistant to your proposal
Gain the reader’s attention U S URBAN SYSTEMS Rhetorical question What is black and white and read all over? Very few things, as a matter of fact. Don’t waste time, beat around the bush, indulge in metadiscourse, throw in every single known fact, restate things everyone knows.
Unusual facts can catch attention (if pertinent) U S URBAN SYSTEMS A study conducted by IBM showed that participants remembered almost twice as much of the information on color slides as on blackand-white slides. Reader/writer common ground Almost 95 percent of the participants at our four seminars last month gave us an overall rating of “Outstanding. ”
Provide convincing evidence U S URBAN SYSTEMS Facts and statistics The Lexcraft prints a four-color transparency in 90 seconds at a cost of $1. 80, including the transparency.
Expert opinion U S URBAN SYSTEMS The Lexcraft rated a “Best-Buy” award in the February issue of Personal Computing. Examples We spent $162. 50 to have Imagemaster develop the 32 transparencies we used in last month’s purchasing managers’ seminar. We could have printed them on the Lexcraft for less than $60— with same-day service.
Minimize obstacles U S URBAN SYSTEMS Although the vice president has asked for a moratorium on equipment expenditures until June, if we purchase the $2, 100 Lexcraft printer before December 31, we’ll actually save that amount in printing costs by April—before our quarterly budget is due.
Ask confidently for action U S URBAN SYSTEMS So that we can have this copier installed in time for us to use at our January sales meeting, may I order this copier for $2, 350 by December 1? Being able to update our charts right up to an hour before our presentation will mean that our figures are always the latest available.
Gain the reader’s attention. U S URBAN SYSTEMS Rhetorical question Thought-provoking statement Unusual fact Current event Anecdote Direct challenge
Interpret —don’t just describe. U S URBAN SYSTEMS Not: The Comfy Lap Desk is 13" by 31". But: The Comfy Lap Desk’s 13"-by-31" surface provides enough room to hold an open encyclopedia and still have room to take notes. Not: Teleconferencing can save us money. But: Teleconferencing and computer systems like Go To Meeting can save Urban Systems an estimated 78 K in the first year alone.
U S URBAN SYSTEMS Not: Individual should get to keep their Frequent Flier Miles. But: Studies have shown that retention of FFMs has actually increased retention among heavy travelers by 17% in industries similar in size and mission to Urban Systems.
Key terms central selling theme derived benefit persuasion rhetorical question solicited sales letter unsolicited sales letter
Critical thinking FOR Larry’s proposal: Using free tickets from frequent-flyer programs would save the company money. All employees should be entitled to the same fringe benefits. Nontraveling employees might experience lowered morale. Company money was used to buy the tickets, so logically the free tickets belong to the company.
Critical thinking AGAINST Larry’s proposal: There is no easy way to enforce the requirement. Additional personnel would be needed to monitor the process, which would be expensive in itself. The morale of employees who do travel is improved if occasionally they can travel with family members. Employees who are happy with their job benefits are more highly motivated.
U S URBAN SYSTEMS NOW, WHAT CAN WE SAY FROM JEAN’S PERSPECTIVE?
U S URBAN SYSTEMS AND, HOW ARE THE VARIOUS ARGUMENTS LIKELY TO IMPACT DIANA COLEMAN?
LAB 8 test 1. U S URBAN SYSTEMS With 14, 000 professionals registered, Lightfair Interna- 2. tional has won its bet that Las Vegas would be a good location 3. for its trade show for architectural lighting. Not only is Vegas World, but (FRAG) 4. one of the top trade show cities in the world. But its streets 5. simply shimmer with billions of bright lights. This show is the bigger (MOD) 6. biggest of the two international lighting shows planned this
U S URBAN SYSTEMS weren’t (AGR—SUBJ) 7. year. In fact, if it wasn’t for the competing smaller regional 8. shows, this would be the largest lighting show ever held. offers (AGR—INT WD) 9. The conference program at this and similar shows offer 10. light designers and architects a chance to earn continuing educais (AGR—PRO) 11. tion credits. None of the sessions are to be repeated, and neiis (AGR—SUB VB) 12. ther tape recorders nor videotaping are allowed in any session.
U S URBAN SYSTEMS 13. One highlight of the show is a presentation by Luc Lafor. Soleil. Lightfair (RUN-ON) 14. tune, lighting director for the Cirque du Soleil, Lightfair also 15. has organized a group trip to see the Cirque du Soleil's perma- 16. nent Las Vegas show. Lafortune is always a lively speaker; and at he (CASE—NOM) 17. last year’s show, it was him who provided a look at the chal- 18. lenges of lighting the dangerous feats of circus performers. is (AGR—EXPL) 19. 20. There are, for the first time, one session featuring lighting designers who will address the issues of adapting theatrical
U S URBAN SYSTEMS 21. fixtures for permanent installations. Walt Disney Imagineering is its (AGR—CO NAME) 22. also providing a look at lighting for their themed environments. 23. Lighting designers Charles Stone from London and Rogier take (AGR—GEN) 24. Heide from Amsterdam takes a look into the crystal ball of lighting he (CASE—NOM) 25. for a preview of the future. Stone and him will also answer audi 26. ence questions. Finally, the great Paul Gregory himself talks 27. about project management in a global market.