Eliminate the Dealer Fee Throughout Earl Stewart’s letter to the Florida Car dealers, he persuades competitors to stop using dealer fees and builds trust in his customers. He does this by dictating how the reader views themselves by using a genial tone, statistics and his logic to get the audience to agree with him. This allows him to reach out to all aspects of his audience and convince them his way is the best way to do business. Earl Stewart uses a genial and humble tone to express that he is no better than other car dealers. As in the first paragraph, he uses “fellow Florida car dealers” demonstrating that he is an equal to his audience. By creating this tone, it also adds to his credibility and allows his audience to trust in what he is trying to convey. After expressing his expertise in the field (line 5), he flatters his audience by establishing himself on an equal level with them. In the second paragraph, Stewart transitions from a genial tone to an informative tone. He informs the audience what a dealer fee is while also expressing its inequities and uselessness. This berates the audience and makes them feel the need to take action. Since the fee “is just plain wrong” (paragraph 2), the reader will feel that it should not be instituted in the first place. Throughout the article, Stewart switches to an authoritative tone when he refers to shoppers as “my customers” which makes him seem more of an authoritarian and gives him more credibility. Consequently, Stewart includes statistic to confirm that his strategy of eliminating the dealer fee is truly successful. In paragraph 2, he mentions how normally car dealers charge a range of $500 to $1000 fee, misleading their customers of the car’s actual prize. After he acknowledges that doing so is not moral, he makes the decision of eliminating the “dealer fee” of $495. Given that he considered it “scary”, his outcome actually resulted in an increase of customers. This portrays the positive result in the financial side as well as for his costumers because he was able to earn their trust in buying their new or used car from his dealer. After explaining the dealership fee, Stewart‘s use of logic in the advertisement continues to get the audience to agree with him. Sharing his