Question

Discussed persuasive messages and how they are meant to convince an audience to act or change beliefs.The following letter was written from a program chair to a well-known, and very hard to get, gourmet chef in Beverly Hills. The letter is meant to request for the chef to present to a local restaurant association but it is not very persuasive or professional.

Analyze the letter to determine how it could be more persuasive and professional. Consider all the components of effective persuasion discussed in the lesson. Answer the following questions.

What is your initial response to the the way the chair wrote the letter to the chef?

What are at least five weaknesses you identify in the letter, based on concepts learned in the lesson?

In what way could each of the components of AIDA (attention, interest, desire, action) be more effectively implemented in the letter? How would you specifically improve the letter using each component?

--------------------------------------

Dear Ms. Mazzetti:

We know you are a very busy hospitality professional as chef at the Beverly Hills Hotel, but we would like you to make a presentation to the San Diego 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 Los Angeles 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 Oak Room of the Westin St. Francis Hotel in San Diego and dinner begins at 7 p.m.

How can we get you to come to San Diego? 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!

Sincerely,

Answer 1

1. My first impression on the way the letter is being written is very informal and casual. Writer is trying to behave more friendly as He/she has already in touch with Ms. Mazzetti and know her very well. The letter to a gourmet chef in Beverly Hills who is very renowned is not supposed to be like this informal invitation. It is not persuasive and professional as professionals don’t except this kind of letter as a first time invitation.  

2. Some negative has been used in the letter which may have bad impact on Ms Mazzetti like we can only offer you honorarium of $200, ‘Whatever it was’ on presentation on ‘Avoiding the Seven Cardinal Sins in Food Service’, we are rather informal group, the writer is simply giving time slot and not asking for her comfortable time which is very unprofessional, etc. Such words seems to be rude sometimes for new person and in this way the other person cannot be attracted rather disconnected.

3. The component of AIDA can be effectively implemented in the letter if above mentioned words are removed and replaced by genuine and humble invitation. We can ask humbly by saying that ‘It’s a kind and humble invitation to you Madam and we expect your esteemed presence in the program. We expect your enlightened and precious word which put lights on important issues and help in finding good answers to the questions’. In this way, we can show the interest and attention we are giving and expecting. By mentioning enlightening words, we are showing respect. To make the letter professionally better and persuasive we should change the sentence on honorarium as it is slightly disrespectful, mention some good past efforts of madam which is remarkable for hospitality industry so that she will fell privileged and try to come.