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URBAN SYSTEMS
Urban Systems Case 8
Persuasive messages

Compose a persuasive message
promoting an idea.

Compose a persuasive message
requesting a favor.

Compose a persuasive claim.

Compose a sales letter.
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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
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Prefer the DIRECT plan when
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
Writing to superiors

Presenting a long or complex proposal

The reader prefers directness

Strong persuasion is not needed

The reader will probably listen objectively
Prefer the INDIRECT plan when
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
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)
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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
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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
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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
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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.
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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 78K in the first year alone.
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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.
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LAB 8 test
1.
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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
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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.
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13.
One highlight of the show is a presentation by Luc LaforSoleil. 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
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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 audi26. ence questions. Finally, the great Paul Gregory himself talks
27. about project management in a global market.