Министерство науки и высшего образования Российской Федерации

Федеральное государственное бюджетное образовательное учреждение высшего

образования «Российский Экономический Университет им.Г.В.Плеханова»

Факультет «Международная школа бизнеса и мировой экономики

IBS-Plekhanov

Кафедра иностранных языков №3

УЧЕБНИК «Деловая корреспонденция»

Часть 2

Москва

ФГБОУ ВО «РЭУ им. Г.В. Плеханова»

2020

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Составители: Л.Б. ФИЛИППОВА Л.П. ТИМОШЕНКО

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Учебник «Деловая корреспонденция (Business Letter)»/ Сост. Л.Б. ФИЛИППОВА, Л.П. ТИМОШЕНКО. М.: Рос. Экон. Университет., 2020 Ч.2. Содержит тексты и задания по деловой переписке к темам «Деловое предложение», «Рекламное письмо» и «Формирование общественного мнения».

Предназначены для студентов факультета МШБ и МЭ.

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Unit 6 Proposals

I. DISCUSSION TOPICS. 1. Writing proposals is a long-standing business practice. How can you comment on its origin

and purposes? 2. What is, in your opinion, the audience of the writers of proposals? Try to give a definition. 3. What issues do you think it necessary to cover in your proposal? Make up a general plan for

writing a successful proposal. Compare your plan with those made by your group-mates. II. READING. A proposal is a detailed plan of action that a writer submits to a reader or a group of readers for approval. These readers are usually in a position of authority - supervisors, managers, department heads - to endorse or reject the writer's plan. Therefore proposals must be highly persuasive to succeed. Without your audience's approval, your plan will never go into effect, however accurate and important you think it is. Competition is fierce in the world at work, and a persuasive proposal frequently determines which company receives a contract. Follow these guidelines and they will help you to persuade your audience to approve your plan. 1. Approach writing a proposal as a problem-solving activity. Your goal is to solve a problem that affects the reader. Do not lose sight of the problem as you plan and write your proposal. Everything in your proposal should relate to the problem, and the organization of your proposal should reflect your ability as a problem-solver. Psychologically, make the reader feel confident that you can solve the problem. 2. Regard your audience as skeptical readers. Even though you offer a plan that you think will benefit readers, do not be overconfident that they will automatically accept it as the best and only way to proceed. To determine the feasibility of your plan, readers will question everything you say. They will withhold their approval if your proposal contains errors, omissions, or inconsistencies. Consequently, try to examine your proposal from the reader's point of view. 3. Research your proposal carefully. A winning proposal is not based only on a few well-meaning, general suggestions. All your good intentions and enthusiasm will not substitute for the hard facts readers will demand. Concrete examples persuade readers; unsupported generalizations do not. To make your proposal concrete and accurate, you will have to do a lot of homework, for example, reading previous correspondence or research about the problem, verifying schedules and timetables, interviewing customers and/or employees, making site visits. 4. Prove that your proposal is workable. Your proposal should be well thought out. It should contain no statements saying "let's see what happens if we do X or Z". By analyzing and when possible, by testing each part of your proposal in advance, you can eliminate any quirks and revise the proposal appropriately before readers evaluate it. What you propose should be consistent with the organization and capabilities of the company. It would be foolish to recommend, for example, that a small company (fifty employees) triple its work force to accomplish your plan.

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5. Be sure that your proposal is financially realistic. This point is closely associated to and follows from guideline 4. Do not submit a proposal that would require an unnecessary large amount of money to implement. For example, it would be unrealistic to recommend that your company spend $20,000 to solve a $2,000 problem that might not ever occur. 6. Package your proposal attractively. Make sure your proposal is letter-perfect, inviting, and easy to read (for example, use plenty of headings and other visual devices). Remember that readers, especially those unfamiliar with your work, will evaluate your proposal as evidence of the type of work you want to do for them.

SALES PROPOSALS

A sales proposal the purpose of which is to sell your company's products or services for a set fee can have the following parts: introduction, description of the proposed product or service, timetable, costs, qualifications of your company, and conclusion. Introduction. Basically, the introduction should prepare the readers for everything that follows in your proposal. The introduction itself may contain the following sections, which may be combined. Statement of purpose and subject of proposal. Tell readers why you are writing and identify the specific subject of your work, indicate how you learned of the problem, and briefly define the solution you propose. Description of the Proposed Product or Service. This section is the heart of your proposal. Before spending their money, customers will demand hard, factual evidence of what you claim can and should be done. Here are some points that you should cover. 1. Carefully show your potential customers that your product or service is right for them. 2. Describe your work in suitable detail - what it looks like, what it does, and how consistently

and well it will perform in the reader's office, plant, hospital, or agency. 3. Stress any special features, maintenance advantages, warranties, or service benefits. Timetable. A carefully planned timetable shows readers that you know your job and that you can accomplish it in the right amount of time. Provide specific dates when the work will begin, how long it will continue, and when you will be finished installing equipment, testing equipment, or training employees to use equipment. Costs. Make your budget accurate, complete and convincing. Don't underestimate costs in the hope that a low bid will win you the job. You may get the job but lose money doing it, for the customer will rightfully hold you to your unrealistic figures. On the other hand, don't inflate prices; competitors will beat you in the bidding. Give the customers more than the bottom-line cost. Show exactly what readers are getting for their money so they can determine if everything they need is included. Itemize costs for specific services, equipment, labor (by the hour or by the job), transportation, travel, training you propose to supply. If something is not included or is considered optional, say so - additional hours of training, replacement of parts, and the like. If you anticipate a price increase, let the customer know how long current prices will stay in effect. That information may spur them to act favorably now.

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Qualifications of Your Company. Emphasize your company's accomplishments and expertise in using relevant services and equipment. You might list previous work you have done that is identical or similar to the type of work you are proposing to do for the customer. You may even want to mention the names of a few local firms for whom you have worked that would be pleased to recommend you. Conclusion. This is the "call to action" section of your proposal. Encourage your reader to approve your plan. Stress the major benefits your plan has for the customer. Offer to answer any questions the reader may have. Some proposals end by asking the reader to sign and return a copy of the proposal thus indicating their acceptance of it. An unsolicited proposal

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NATIONAL BUSINESS EQUIPMENT N B E 470 Rodgers Rd. Camden NJ 08104-0826 (201)568-1100 20 September 1998 Mr Daniel Taylor Business Manager Madison Tool and Die Company 3400 Veterans Boulevard Camden NJ 08104 Dear Mr Taylor While we were servicing your Pico 2500 copier last week, it occurred to me that you might be interested in purchasing a newer model that will give you state-of-the-art features to make your copying work more efficient and reliable. In the past three years since you purchased your 2500, copier technology has advanced tremendously, giving users many benefits at surprisingly low cost. Knowing that you want the most reliable office equipment available, I am submitting for your consideration this proposal to supply Madison Tool and Die with our latest copier, the Pico 4000. Advantages of the PICO 4000 With the Pico 4000, your cost per single copy will be reduced to only 1.5 cents, compared with approximately 5 cents per copy with your present machine. The following description of the main features of the Pico 4000 will show you its other advantages over your current copier. Printing technology The Pico 4000's dry toner capability and double-sided copying option will save you time and money. Your copies will never again be smudged because of liquid toner problems. In addition to the standard paper sizes - 8.5 x 11, 8.5 x 14, and 11 x 17 - the 4000 functions effectively with other paper sizes and shapes, including heavy weight sheet stock suitable for specifications and drawings.

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Feeding/Sorting Capacity The 4000 includes as standard equipment both an automatic feeder and an automatic sorter. These features can reduce the time spent on large copying jobs by as much as 50%. Printing quality The new Pico 4000 offers top-quality, high resolution reproduction. Since seeing is believing, I am enclosing a copy of this proposal made on the 4000 as well as a copy of a blueprint to show you how both copied documents look. Size The Pico 4000 measures 4' x 3' x 4', occupying one-quarter less space than your present copier. Once the machine is installed, you will find this extra space useful for your storage needs. INSTALLATION, TRAINING, AND SERVICE We will deliver and install your new Pico 4000 within one week of receiving your purchase order. The installation requires approximately forty-five minutes. Our local sales representative, Darlene Simpson, is available to instruct your employees in the operation and routine maintenance of the 4000. A phone call will set up a mutually convenient date. If a problem occurs, we offer customers our ‘hot-line’ service on business days from 8:00 a.m. to 5:00 p.m. We guarantee that a service representative will arrive at your office within three business hours from the time of your request. COSTS Below is the price of the Pico 4000 and appropriate initial supplies: Pico 4000 $ 7295.00 Toner (tube) 18.00 Paper (500-sheet box of regular 8.5x11) 2.70 Service contract – optional ($780 per year, parts and labor included) 780.00 Total $ 8095.70

The installation of your new Pico 4000 is free. NATIONAL'S REPUTATION Over the past twenty-two years, National has supplied copiers to more than ninety companies in the greater Camden area. In addition to providing quality products, we are dedicated to giving our customers fast and efficient service long after a sale. We appreciate your using National Business Equipment for your repair needs and hope that you will decide to purchase the new Pico 4000. Please call me if you have any questions about the Pico 4000 or National. If this proposal is acceptable, please sign and return a copy of this letter. Sincerely yours M. Copely Marion Copely I accept this proposal made by National Business Equipment ________________________________ For Medison Tool and Die Company

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III. Reading assignments. Ex 1. Skim through the text and answer the questions. 1. What is a proposal? 2. Why is it necessary for a proposal to be persuasive to succeed? 3. How should one approach writing a proposal and why? 4. What sort of audience should you take into consideration while writing your proposal? 5. What homework may arise before writing a proposal? 6. How can you prove that your proposal is workable and financially realistic? 7. Why is it important to package a proposal attractively? 8. What is the purpose of a sales proposal? 9. What parts can a sales proposal have? 10. What may the introduction contain? 11. What points should be covered in the description of the proposed product or service? 12. Why is it necessary to carefully plan timetable? 13. What politics should you follow while bidding costs? 14. How can you take advantage of describing qualifications of your company? 15. What is the main purpose of conclusion section? Ex 2. Consider the following phrases and complete the table listing the numbers of each phrase in

corresponding column. Each column signals a particular part of a proposal letter. 1. Introduction

2. Description of the product or service

3. Timetable

4. Costs or prices and terms

5. Qualifications of the company

6. Conclusion

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1. Freight and packing cases are included in the price. 2. We can install the Classic Corlon during the first week of March, which fits the timetable

specified in your request. 3. Another important feature of Corlon is the size of its rolls. 4. Guaranteed against defects for a full three years, Corlon is one of the finest and most durable

floor coverings manufactured by Armstrong. 5. All prices are ex-works. 6. In response to your Request 7521 for bids for an appropriate floor covering at your new

showroom, Reynolds Interiors is pleased to submit the following proposal. 7. Reynolds Interiors has been in business for more than 25 years. 8. The following costs include the Classic Corlon tile, labor, equipment, and tax. 9. Our comprehensive stocks enable us to execute all orders promptly and to our customers'

specifications. 10. Thank you for the opportunity to submit this proposal. 11. We have pleasure in offering you the following goods. 12. We believe you will have a great deal of success with an Armstrong floor. 13. After carefully reviewing your specifications and inspecting your new facility, we believe that

Leporto 37-pro is the most suitable choice. 14. Installation procedure requires the services of a trained labor force. 15. The tile will take three and one-half days to install and will be ready to walk on immediately. 16. Owing to the slump in commodity prices we can offer you these goods at below market price/

at less than cost / on very favorable terms. 17. Our terms are net cash / spot cash / cash within 7 days / cash on delivery / cash with order. 18. Last year we have served more than 60 customers. 19. We cannot promise delivery before 1st January unless your order reaches us within 7 days. 20. Will you kindly let us have an early decision. 21. We thank you for your inquiry, and are pleased to inform you that our Brazilian agents hold

stocks of all our products. 22. We will be able to ship the raincoats within 2 - 3 weeks of receiving your order. 23. We are enclosing full details of our terms of business, and have sent you by separate post a set

of descriptive brochures of our products, and a supply of sales literature. 24. We look forward to the opportunity of being of service to you. 25. After studying our prices and our liberal trade terms, you will understand why we are working

to capacity to meet the demand. 26. Messrs. Hankinson and Co., with whom we have been doing business for a number of years,

have informed us that you will probably be replenishing your stocks of French white wines in the near future.

27. We will be pleased to supply you with a first order against settlement within 30 days of date of invoice.

28. The fruit is excellently packed and would reach you in perfect condition. 29. No special training or license is necessary to operate the cart. 30. This cost reduces by more than half the amount of money the company will have to spend on

mail service. 31. In addition to providing quality products, we are dedicated to giving our customers fast and

efficient service long after a sale.

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Ex 3. Match English phrases in column A with the corresponding Russian ones in column B. A 1. We have pleasure in offering you the

following goods. 2. As a result of the favorable supply situation

we are able to offer you an immediate delivery…

3. Our terms and conditions of sale as printed on our invoices must be strictly observed.

4. We are writing to propose a cost effective solution to what we believe is a growing problem at Midwest.

5. No special training or license is necessary to operate the machine.

6. This cost reduces by more than half the amount of money the company will have to spend.

7. … thus increasing the attractiveness and reducing the danger of …

8. In response to your request… 9. We are pleased to submit the following

proposal. 10. After carefully reviewing your specifications

… 11. Our product is the most suitable choice. 12. I am enclosing a sample so that you can see

how it looks. 13. Guaranteed against defects for a full three

years. 14. It offers exceptionally high resistance to

everyday wear. 15. Another important feature of … is … 16. … which fits the timetable specified in your

request. 17. The following costs include labor,

equipment, and tax. 18. Our costs are $ 250.00 under those specified

in your request. 19. Our company has been in business for more

than 50 years. 20. Our company enjoys a first-class reputation

and our products are exported to many countries.

21. Thank you for the opportunity to submit this proposal.

22. If we can provide you with any further information, please call me.

B a) Спасибо за предоставленную возможность

сделать Вам это предложение. b) При ежедневном использовании обладает

исключительной износостойкостью. c) Мы имеем удовольствие предложить Вам

следующие товары. d) Такая цена сокращает сумму, которую

компании необходимо затратить, более чем вполовину.

e) Мы рады сделать Вам следующее предложение.

f) В результате благоприятной ситуации, сложившейся в отношении поставок, мы имеем возможность предложить вам немедленную поставку …

g) Наш продукт является для вас самым правильным выбором.

h) В ответ на Ваш запрос… i) … с гарантией от повреждений на полных

три года. j) Еще одной важной характеристикой …

является … k) Сроки и условия продажи, указанные на

наших счетах, должны строго соблюдаться. l) Таким образом увеличивая его

привлекательность и сокращая опасность … m) Мы пишем с целью предложить решение

проблемы сокращения издержек производства, которая, как мы полагаем, приобретает в Мидвесте все большие размеры.

n) Прилагаю образец, чтобы Вы могли оценить, как он выглядит.

o) Что соответствует срокам, указанным в вашем запросе.

p) Наши цены на 250 долларов ниже тех, что указаны в вашем запросе.

q) Наша фирма пользуется первоклассной репутацией, и наша продукция экспортируется во многие страны.

r) Если мы можем предоставить Вам какую-либо дополнительную информацию, прошу Вас связаться со мной

s) Следующие ниже цены включают расходы на выполнение работ, оборудование и налоги.

t) Наша компания занимается этим бизнесом более 50 лет.

u) После тщательного рассмотрения Ваших технических условий…

v) Для работы с этим оборудованием не требуется ни специальной подготовки, ни лицензии.

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Ex 4. Fill in the blanks using the words form the box.

have to submit, extremely detailed, the RFP, bidders for the job, the work completed, trade publications, a set of instructions.

When a company has a particular problem to be solved or a job to be done, it will solicit, or invite, proposals. The company will notify you and other competitors by preparing a Request for Proposals (an RFP), which is _____________________________ that specify the exact type of work to be done along with guidelines on how and when the company wants _____________________________. RFPs are mailed to firms with track records in the area the company wants the work done. RFPs are also printed in _____________________________ to attract the highest number of qualified _____________________________. An RFP helps you to know what the customer wants. It is often _____________________________ and even tells you how the company wants the proposal prepared, for example, what information is to be included, where it needs to appear, and even how many copies of the proposal you _____________________________. Your own proposal will be judged according to how well you fulfill the terms of the RFP. For that reason, follow the directions in _____________________________ exactly. Ex 5. Translate into English A 1. В ответ на Ваш запрос от … фирма «Тур Групс Лимитед» рада сделать вам следующее

предложение. 2. После внимательного изучения ваших технических условий и имеющегося нового

оборудования, мы рекомендуем вам остановить свой выбор на нашем станке Т216. 3. Прилагаем брошюру с описанием технических характеристик станка Т216. 4. Этот материал характеризуется исключительной износостойкостью. 5. Еще одна важная характеристика Т216 – это … 6. Для установки станка необходимо привлечение высококвалифицированных рабочих. 7. Мы можем произвести установку в середине марта, что соответствует срокам,

указанным в вашем запросе. 8. Указанные ниже цены включают расходы на выполнение работ, оборудование и

налоги. 9. Наши цены на данные виды работ на 300 долларов ниже мировых. 10. Наша фирма занимается этой деятельностью более 20 лет. 11. За последний год мы предоставили свои услуги 120 заказчикам. 12. Выражаем свою признательность за предоставленную возможность сделать вам это

предложение. 13. Мы уверены, что наше оборудование будет способствовать большому успеху вашей

фирмы. 14. Если Вам необходимо получить дополнительную информацию, прошу Вас связаться со

мной. 15. Возможно, Вы заинтересуетесь приобретением последней модели, которая сделает

Вашу работу более эффективной и надежной. 16. Новая модель позволяет осуществить воспроизведение с высокой разрешающей

способностью (high resolution) и с максимальным качеством (top quality). 17. Так как увидеть значит поверить, прилагаю образец, выполненный на станке указанной

модели.

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18. Мы готовы поставить и установить Ваш новый станок в течение одной недели после получения Вашей заявки.

19. На установку потребуется приблизительно 45 минут. 20. Наш местный торговый представитель может встретиться с Вами для того, чтобы

ответить на Ваши вопросы. 21. Мы гарантируем, что специалисты по обслуживанию прибудут в Ваше учреждение в

течение трех часов с момента запроса. 22. Установка новой модели производится бесплатно. 23. Помимо производства и распространения высококачественной продукции, наша

компания известна тем, что мы предоставляем своим клиентам услуги по быстрому и эффективному обслуживанию нашего оборудования в течение длительного времени после его продажи.

24. Если Вы принимаете это предложение, просим Вас подписать и вернуть копию настоящего письма.

B В ответ на Ваше письмо относительно запроса на поставку сельскохозяйственных машин сообщаем следующее: 1. Мы согласны поставить вам 40 тракторов, 30 молотилок и 27 сеялок. В приложении к

письму Вы найдете техническую документацию на эти сельскохозяйственные машины, а также их фотоснимки.

2. Цены на эти машины Вы также найдете в приложении к письму. 3. Мы согласны осуществить перевозку морским путем за свой счет. Поставка товара

будет производиться нами в течение двух месяцев со дня подписания договора (контракта). Если мы придем к заключению договора в течение этого месяца, то мы сможем поставить все сельскохозяйственные машины до конца декабря.

4. Нам было бы желательно произвести платеж на следующих условиях: стоимость

каждой партии товаров оплачивается через аккредитив. 5. Что касается страхования товара в пути, то мы согласны осуществить его за свой счет. Если наше предложение в целом Вас удовлетворяет, мы просим сообщить нам об этом как можно скорее. Для ведения конкретных переговоров относительно отдельных статей договора мы предлагаем направить к Вам нашего специального представителя. С уважением, _____________________________ молотилка – threshing machine сеялка – sowing machine

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Ex 6. Study this proposal letter from a manufacture to a large retailer.

Why is it a good letter? Discuss this question with your fellow-students.

MODERN PLASTICS LTD Manufacturers of plasticware PORTSMOUTH Melox House RBG/hk 12 January 1998 Messrs L Thoms & Son 50 Beachview Avenue Bournemouth H77 60P Dear Sirs We are very pleased to have your inquiry, and are enclosing the price list you requested, together with our terms of sale. As you have evidently realized, plastic kitchenware is here to stay - it has already ousted heavy and expensive metal, glass and china from the modern kitchen. Dealers who have displayed our brightly colored range have reported good sales even in the present season, when hardware sales are usually at their lowest. After studying our prices and our liberal terms to the trade, you will understand why we are working to capacity to meet the demand. We would advise you, therefore, to let us have your order by the end of the month, as this will enable you to have stocks of our attractive lines by Easter. We look forward to the opportunity of being of service to you. Yours faithfully p.p. Modern Plastics Ltd R.B. Gordon Sales Manager

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IV. WRITING. Ex 1. Read the RFP given below and write a solicited proposal (see Ex 4 on p.10)

REQUEST FOR PROPOSALS

Mesa Community College solicits proposals to construct and to install fifty individual study carrels in its Holmes Memorial Library. These carrels must be highly serviceable and conform to all specification standards of the ALA. Proposals should include the precise measurements of the carrels to be installed, the specific acoustical and lighting benefits, and the types and amount of storage space offered. Work on constructing and installing the carrels must be completed no later than the start of the fall semester, August 27 19xx. Proposals should include a schedule of when different phases of work will be completed and an itemized budget for labor, materials, equipment, and necessary tests to ensure high quality acoustical performance. Contractors should state their qualifications, including a description of similar recent work and a list of references. Proposals should be submitted in triplicate no later than May 15, 19XX to: Mrs Barbara Feldstein-Archer Director of the Library Mesa Community College Mesa, NV 89203-0996 Ex 2. Write an unsolicited sales proposal on one of the following services or products you intend

to sell, or on a topic your instructor approves. • supplying a hospital with rental televisions for patient rooms • providing consulting service to save a company money • selling a piece of equipment to a business • making a work area safer • offering a training program for employees Ex 3. Fill in the missing words. Thank you _______________ your _______________ 18 November, _______________ which you inquire _______________ toys imported _______________ Hong Kong. We are _______________ to hear that there is a _______________ for goods _______________ this type _______________ Northern Ireland. We are _______________ our price list and terms of _______________, and our catalogue has already been _______________ separate post. As you will notice, our prices are extremely _______________, and since we hold large _______________ of all models _______________ all times, we can promise delivery _______________ a week _______________ receipt _______________ orders. We hope to _______________ from you soon, and _______________ forward _______________ business _______________ you. Ex 4. Compose a letter for your firm, who are producers of tinned foods products, to an importer

overseas. Offer your standard lines and one new product.

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Ex 5. Answer a foreign letter of inquiry which your firm has received following an exhibition of your sewing machines at a trade fair in Brussels.

Ex 6. Your company is a textile importer. Write a circular letter offering your wholesale

customers your old season's stock at reduced prices, and explaining why you are able to do so.

V. CASE STUDY. Below is the ad of SCHILLER INTERNATIONAL UNIVERSITY taken from The Economist.

SCHILLER INTERNATIONAL UNIVERSITY

Study in Florida, USA, or at one or more of our campuses in: LONDON, PARIS, BERLIN, HEIDELBERG, MADRID, STRASBOURG,

ENGELBERG, and LEYSIN (Switzerland) OR divide your studies between Florida and our European campuses

ASSOCIATE, BACHELOR AND MASTER’S

degree programs, including the MBA, in areas such as:

Business Administration

Management Marketing Economics Psychology

International Hotel / Tourism Management International Relations / Diplomacy

Computer Systems Management Public Administration

European Studies Engineering Management

Pre-Medicine Commercial Art

French German

Not all programs available at every campus

Small classes and personal attention

English as the language of instruction English as a Foreign Language courses at all campuses

Intensive courses in English, German, French and Spanish Financial Aid Opportunities – University Preparatory Program

For Catalog, Viewbook or Informational Video, write or call

SCHILLER INTERNATIONAL UNIVERSITY Dept E / EQ-51 Waterloo Road – London SE1 8TX – England Telephone: (071) 928 8484 Fax: (071) 620 1226 Telex: 8812438 SCOL G

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Work in three groups. Each group is described below. Study your group card and act according to the task. GROUP 1 – Plekhanov Economic Academy of Russia (PEAR). Study the ad of Schiller International University and write a proposal to set up cooperation with the University. In your proposal indicate that the Academy is ready to recruit students in Russia to send them to the University as well as to provide visiting professors to lecture on Russian Economics, Management, Marketing, Russian language, etc. GROUP 2 – The Academy of National Economy of Russia (ANER). Write a proposal to start cooperation with Schiller International University, that is to open campus in Moscow that will provide degree programs in the areas listed in the ad plus Russian Studies and the Russian language. GROUP 3 – Schiller International University (SIU). Decide which proposal to choose. Give your reasons. Write two letters: a letter of inquiry to the chosen Academy and a refusal letter.

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Unit 7 Sales Letters

I. DISCUSSION TOPICS. 1. What is your idea about sales letters?

Have you ever received a sales letter? What have you done after reading it? Has it moved you to any action?

2. Comment on the statement ‘About half of all sales letters is wasted, but the problem is that we don't know which half’.

II. READING. A sales letter is written to persuade the reader to buy a product, try a service, support some cause, or participate in some activity. A sales letter can also serve as a method of introducing yourself to potential customers. As a writer of a sales letter you will face a lot of competition that you will have to overcome. To write an effective sales letter, you have to do three things. 1. Identify and limit your audience. 2. Find out exactly what the needs of this group are. 3. Determine precisely what you want your readers to do after reading your sales letter. In deciding whom you want to reach, you will also be investigating the needs of your audience. Some helpful considerations in audience analysis are occupation, age, consumer needs or habits, geographic location, and memberships. Once you have selected those who should receive your letter, you have made a great deal of headway in knowing what you will say to that audience. The 'you attitude' is crucial. Here is a safe rule to follow: Don't boast or be a bore. The sales letter is written to persuade readers to buy, support or join. The central question is: What are we trying to do for you, our customer? Ask yourself that question before you begin writing and you will be using effective reader psychology. Sales letters follow a time-honored and workable plan; that is, each sales letter follows what can be called the ‘four A's’: 1. gets the reader's Attention 2. highlights the product's Appeal 3. shows the customer the product's Application 4. ends with a specific request for Action These four parts may be handled in less than four paragraphs. Holding a sales letter down to one page or less will keep the reader's attention. Getting the Reader's Attention Your opening sentence is of most importance. If you lose readers here, you will have lost them forever. That first sentence is bait on a hook. It must show readers how their problems could be

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solved, their profits increased, or their pleasures enriched. The reader's attitude will be ‘What's in this for me?’ Avoid the opening that is flat, vague, or lengthy. Tell them something that will appeal to their wallets, their emotions, or their chances to look better in the eyes of others. The following five techniques are a few of the many ways to begin a sales letter. Each technique requires you to adapt it to your product or service. 1. Asking a question. Mention something that readers are vitally concerned about that is also relevant to your product or service. Avoid such general questions as ‘Are you happy?’ or ‘Would you like to make money?’ Use more specific questions. Since your main goal is to persuade readers to continue reading your letter, choose a question that they will want to see answered. 2. Employing a 'how to' statement. This is one of the most frequently used openers in a sales letter. The reason for its success is simple - the letter promises to tell readers something practical and profitable. Here are some effective 'how to' statements: ‘We can show you how to increase all your plant growth up to 91%’ ‘This is how to provide nourishing lunches for less than eighty cents per person.’ These 'how to' statements attract the readers' attention by introducing a subject that promises rewards and then shows how to gain those rewards. 3. Using flattery. Appeal to the reader's ego. But remember that readers are not naive; they will be suspicious of false praise. Select some compliment that affects the reader professionally or that praises the reader for some specific actions. An effective sales letter for a school supply shop was sent to every new member of a campus announcing, ‘You've made the right choice in joining Delta Zeta. Now, let us make the right choice in helping you select your supplies this term.’ 4. Offering a free gift. Everyone likes to receive something for nothing or to boast about a bargain. Often you can lure readers further into your letter by telling them that there is a sale going on and that they can save a lot of money or that they can get a second product free or at half price if they purchase the first one at full price. 5. Using a comparison. Compare your product or service with conventional or standard products or procedures. For instance, a jacket firm told road maintenance workers that if they purchased a particular jacket from them, they were really getting three in one, since their product had a lining for winter and a covering used for greater visibility at night. Calling Attention to the Product's Appeal . Once you have aroused the reader's attention, introduce the product or service. Make it so attractive, so necessary, and so profitable that the reader will want to buy or use the product or service. Don't lose the momentum you have gained with your introduction by boring the reader with petty details, flat descriptions, elaborate inventories, or trivial boasts. Appeal to the reader's intellect, emotions, or both, while introducing the product. Here is an emotional appeal by the Gulf Stream Fruit Company.

Can you, when you bite into an orange, tell where it was grown? If it tastes better than any you have ever eaten...full of rich, golden flavor, brimming with juice, sparkling with sunshine ... then you know it was grown here in our famous Indian River Valley where we have handpicked it, at the very peak of its flavor, just for your order.

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From a leading question, the sales letter moves to a vivid description of the product, name of the supplier, and the customer's ability to recognize how special both the product and he or she is to the Gulf Stream Fruit Company. Showing the Customer the Product's Application. The third part of your sales letter lets the readers know how and why the product is worthwhile for them. You have to be careful, though, that you do not overwhelm readers with facts, statistics, detailed mechanical descriptions, or elaborate arguments. Emphasize convenience, usefulness, and economy of your product or service. For example, an ad for a greenhouse manufacturer stressed that in addition to using its structure just for a place to grow plants, customers would also find it a ‘perfect sun room enclosure for year-round 'outdoor' activities, gardening or leisure health spa.’ Worth mentioning also are warranties, guaranties, services, or special considerations that will make the customer's life easier or happier. You may be obligated to mention costs in your letter. Do not bluntly state the cost. Relate prices, charges, or fees to the benefits provided by the services or products to which they apply. Customers then see how much they are getting for their money. An electric blanket ad tells customers that it costs only four cents a night to be warm and comfortable. That sounds more inviting than just listing the cost of the blanket as $40. Relate costs to the readers profit or convenience. Ending with a Specific Request for Action This last section of your letter is vital. Tell readers exactly what you want them to do and make it easy and pleasurable to do it. Do you want them to fill out a postcard ordering your product, send for a brochure, come into your store, take a test drive, participate in a meeting? Tell them if they have to sign an order blank or merely initial it. Is there an enclosed stamped envelope for their convenience? Is there a deadline for taking advantage of the sale price or bonus? ‘Come to our store tomorrow between 10 a.m. and 10 p.m. to get your free bathroom set with the purchase of any household appliances.’ - ‘Respond and be rewarded’ is the basic message of the last section of the letter.

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III. READING ASSIGNMENTS. Ex 1. Skim through the text and answer the questions: 1. What are the functions of a sales letter? 2. What three things should one keep in mind to write an effective sales letter? 3. What are some helpful considerations in audience analysis? 4. Why is the 'you attitude' so crucial for sales letter writing? 5. What is the plan that a sales letter should follow? 6. Why is it so important to get readers' attention? 7. How should a sales letter be started? 8. What technique is used to begin a sales letter?

FAITHFUL ANSWERING SERVICE 4300 South Wabash Lincoln, Oregon 97407-6028 27 September 19XX Ms Katherine Eubanks Eubanks Pest Control 18 West Cannon Drive Lincoln OR 97411-4219 Dear Ms Eubanks How much business do you lose when your telephone rings and you are not there to answer it? A prospective client or steady customer might call one of the other 22 exterminators listed in the Lincoln Yellow Pages. You will never miss a call if you use the Faithful Answering Service. Our courteous and experienced operators are on duty twenty-four hours a day, every day of the year. They are prompt, too. Your telephone will be answered before the caller hears the third ring. You tell us when we are needed by simply calling and giving us your identifying code number. We will then be ready to take your messages or to transfer calls to any number you give us. When you are out of the office, a quick call to us can save you extra trips, time and gas. Your customers will also be happier, knowing that you can be reached whenever they need you to solve their pest problems. All this convenience and peace of mind can be yours, Ms Eubanks, for less than 90 cents a day. And if you act by October 4, you can have your Faithful Service installed free of charge and save the $ 25 installation fee. We promise to have your phone connected within three days after we hear from you. I urge you to call us at 657-3434 by October 4. You call us at any time, day or night. Don't forget we are here twenty-four hours a day. Sincerely yours Samuel Heywood Owner

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9. What statements should be avoided? 10. How should a product or service be introduced? 11. What is written in the third part of a sales letter? 12. What evidence should one use to convince the reader? 13. If necessary, how should you introduce costs for your product or service? 14. Why is the last section so vital? Ex 2. Examine the sales letter given below.

Write a one-page assessment in which you identify the four parts (four A's) of a sales message. Ex 3. Television commercials and ads in magazines and newspapers also provide useful models of

the ‘four A's approach’ to the customer. Find an ad in a newspaper/magazine or a TV commercial and evaluate it according to how well it follows the four parts of a sales letter.

Dear Executive This letter and enclosure offers you an opportunity to discover if you have been missing a source of invaluable information – Small BUSINESS REPORT. The best way for you to judge this would be for us to place a copy of Small BUSINESS REPORT in your hands, so that you can decide for yourself if this report is applicable and beneficial to you and your business. And that is precisely what we have done. Please read the enclosed complimentary issue of Small BUSINESS REPORT. If you feel that it may provide you with positive solutions to your business problems, return the enclosed reservation card. Then, to further prove that this report will give you practical how-to advice, we will send you the next current issue. At the same time, a one-year introductory trial subscription will be entered in your name. You risk nothing and there is no obligation to subscribe. If, after reading the next issue, you agree that Small BUSINESS is the kind of business publication that can be of use to you, you may pay our invoice of $ ______ and receive eleven additional monthly issues of Small BUSINESS REPORT. If by chance Small BUSINESS REPORT does not fill your needs, simply write ‘cancel’ on our invoice, and return it. No more issues will be sent... you owe nothing... you risk nothing. And the issues you have received are yours to keep with our compliments - our way of saying thank you for looking over this offer. Fair enough? Then I urge you to mail your reservation from today. See for yourself – Small BUSINESS REPORT can make a dramatic bottom line difference in your business. Sincerely

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Ex 4. A sales letter is only one of many factors in the sale of a product or service. A need must exist or be imagined. The customer's interest must be aroused and a choice must be made from competing sales persons and products. One technique for persuasion is to use POWER words and phrases. Using words to make people DO things is the key to business success.

Here is a list of ideas and suggestions for sales letter openers and endings. Distribute them among the two columns: 1. The two most abused words in manufacturing sales are QUALITY and SERVICE. 2. Mark Twain once remarked, ‘Always do right. This will gratify some people and astonish the

rest.’ 3. So do the right thing for yourself - mail the card today. 4. Has your eye ever been caught by a picture so beautiful you couldn't look away. 5. Your credit is good. Just remove the coupon below and mail it with your order at once. 6. Won't you take advantage of it now - to put a quick stop to costly losses? 7. Save yourself some time. Just initial this letter and return it in the business reply envelope

enclosed. 8. Here is an indispensable invention for anyone who... 9. Allen Albright, a fellow you are going to like, will be around Tuesday morning to show you

samples and to write your order. 10. Your copy of this interesting publication is ready for you. Just initial and mail the enclosed

card. 11. Soloviyoff has opened a great new store in ... Mail your check today in the convenient

envelope enclosed. 12. I wonder if you have ever had an experience like this one - 13. It's your money that's involved, and the stakes are HIGH! 14. Send no money. Simply mail the card. We've cut out all the red tape - simply mail the card. 15. We would like you to select any three important professional books - value to $72 - for only

99 cents each. 16. This letter is your guarantee. Keep it but send us the card - today. 17. The enclosed order blank should be mailed immediately. 18. Do not delay - send the order blank now. 19. Return the order blank right away. 20. This letter is unlike any we've written before. 21. Simply check the card and put it in the mail today. 22. Strength in numbers may be good for the military, but not for the fashion-conscious woman.

Barbara's Exclusive Fashions promise what the name implies. 23. We live in an age in which there seems to be a club for just about every purpose you might

imagine. 24. The Moscow area has long been known for its cosmopolitan tastes. 25. Don't write a letter. The enclosed check-off card is for your convenience. 26. Before you put it aside, sign and return the card. 27. Just sign the card and have your secretary mail it promptly. 28. You probably get a lot of mail like this - and it goes in the round file - but don't be too hasty! 29. Do you know Socrates' chief attribute? Pertinacious curiosity - and with it he came to

represent the highest achievement of Greek civilization. The quest for answers has drawn Zellwell Chemicals into the search for relief from the common cold.

30. Our supply is limited. Act now! 31. Did you know that the average person uses a mere 10% of his or her brain power? Why not

double that, or even triple it? You can. Our new book tells you how. 32. There are no strings attached to this offer. It is simple. Just mail the enclosed postpaid card.

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33. Put the card in the mail to start the ball rolling. 34. So many of us are tired of the day-to-day dull routine of a salaried job. Now you can do

something about it.! GRAPHICS offers ... 35. Too many expenses have doubled in recent months. Why not double your income? Our

training courses has doubled the salaries of a great many men and women. It can do the same for you.

36. As chairman of the Board of Trustees, I'd like to personally invite you to ... 37. It's your move. Telegraph orders are filled overnight. 38. If for any reason you are dissatisfied, simply return ... and owe absolutely nothing. 39. When General Electric call on us for information, that is something to be proud of. 40. Have you ever looked in the mirror in the early morning and said, ‘There has to be a better

way’? We have said that too. And we can help you. Jones Correspondence Courses can prepare you ...

NB Sales letters also take advantage of visual aids. These include such devices as CAPITAL

LETTERS, ‘quotation marks’, underlined words, dashes - , dots..., short paragraphs, phrases punctuated as sentences, indented paragraphs, exclamation points, and postscripts.

Ex 5. Match English phrases in column A with the corresponding Russian ones in column B. A 1. Our supply is limited. Act now! 2. How much business do you lose when

your telephone rings and you are not there to answer it?

3. Has your eye ever been caught by a picture so beautiful you couldn’t look away?

4. I urge you to call at 200 – 0000. 5. You can call us at any time, day or

night. 6. We live in an age in which there seems

to be a club for just about every purpose you might imagine.

7. Here is an indispensable invention for everyone who …

8. You will never miss a call if you use our service.

9. Don’t forget we are here twenty-four hours a day.

10. You probably get a lot of mail like this – and it goes in the round file – but don’t be too hasty.

11. Put the card in the mail to start the ball rolling.

12. The enclosed order blank should be mailed immediately.

B a) Сколько клиентов вы теряете, когда

звонит телефон, а вас нет на месте? b) Вы можете звонить нам в любое

время дня и ночи. c) Вы никогда не пропустите звонок,

если пользуетесь услугами нашей службы.

d) Я настоятельно прошу Вас позвонить по т. 200 – 0000.

e) Наши поставки ограничены. Действуйте безотлагательно.

f) Не забывайте: мы к вашим услугам 24 часа в сутки.

g) Касался ли Ваш взгляд когда-нибудь картины, настолько прекрасной, что Вы не могли оторвать от нее глаз?

h) Прилагаемый бланк заказа следует немедленно выслать.

i) Мы живем в такое время, что, кажется, есть клубы почти всех направлений, какие Вы можете себе представить.

j) Это незаменимое изобретение для любого, кто …

k) Возможно, Вы получаете много подобной почты и отправляете ее в корзину, но не слишком торопитесь.

l) Отправьте карточку почтой, чтобы дело закрутилось.

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Ex.6. Fill in the blanks using the words from the box. A

easy, from different angles, to sell, attention, are essential, must develop A direct mail sales letter attempts ____________ directly to the customer trough the mail. It must grab the reader's ____________ with its physical appearance, the use of flashy envelopes, and the inclusion of brochures or samples often help. It ______________ the reader's interest with appealing headlines and through physical description of the product; several pictures, _______________, are a good idea. It must convince the reader of the product's quality and value; such evidence as details and statistics, testimonies, and guarantees ________________ when a customer cannot see or test a product for himself. It must facilitate action: clear direction for ordering plus a reply card and postage - paid envelope - make everything __________. B

the sale will take place, to act fast, commonly used, their advantage, original price, information, specific

Retail sales letters are ________________ by retail business to announce sales or stimulate patronage. _________________ over other forms of advertising (such as television, radio, or newspaper ads) is that letters can be aimed selectively - at _____________ audience most likely to buy. A letter announcing a sale must contain certain _____________: 1. the reason for the sale (holiday, special purchase, etc.) 2. the dates on which _______________________ 3. an honest description of the sale merchandise 4. comparative prices (______________ versus sales price) 5. a statement encouraging the customer _________________. C

inquiries, a sales representative, questions, detailed, solicits interest, could be, for example, a promotional letter

A sales promotion letter ________________ rather than an immediate sale. It is written to encourage _______________ rather than orders. A product that requires demonstration or elaborate explanations, _______________, could be introduced in a promotional letter. Interested customers will inquire further. Products requiring elaborate and expensive descriptive material (a large brochure or sample) ______________ introduced in a promotional letter; uninterested names on a mailing list would then be screened out, leaving only serious potential customers and thereby cutting costs. ____________________ must stimulate the reader's interest and describe the product. But it need not be as ______________: customers desiring further information are invited to send a reply card, ______________ a sales representative, or visit a local dealer. And a follow-up letter (which could include a leaflet or sample) should provide complete information, including specific answers to _____________ the customer may have asked.

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IV. WRITING. Ex 1. Put the paragraphs of the letter that follows in the correct order.

Ex 2. Translate the sentences given below from Russian into English. A 1. Что общего у Мисс Вселенная и Мистера Америка? Они оба «работают с весом», чтобы

держать свое тело в хорошей форме. 2. All-Pro предлагает прекрасный набор для начинающих. Мы пришлем Вам пару 3-

фунтовых гантель и иллюстрированный комплекс упражнений для бодибилдинга. 3. Занимаясь всего по 45 минут в день 3 раза в неделю, Вы с помощью этих простых

упражнений укрепите Ваши мышцы.

Money back if not absolutely delighted beyond you wildest expectations. Literally be able to look at any ad or promotion with absolute confidence and say, ‘Yes this has it’... or ‘No, this is no good because...’, and then know exactly what to do to make it a winner? Dear Mr Elender How would you like to make big money through the incredible power of the hard-sell approach? ... literally be able to double, triple, or quadruple the power and the effectiveness of your ads, your sales pitch, or your merchandise technique? Rush the enclosed postpaid card today! This book is THE $ 10 BOOK THAT CAN MAKE YOU RICH, by expert Joe Bart, and it includes a detailed, line-by-line analysis of seven of the top money-making mail order eals of all time, PLUS seven rules for writing impelling Sales Letters, and much more - all for only $ 10! Sincerely An acknowledged expert puts that information right at your finger tips in lucid, specific, how-to plain language in a brand new 312-page book that tells you precisely what to do and how to do it, to produce dynamite advertising, and powerhouse sales pitches, and super-effective hard-sell merchandise approaches. You can quickly learn more about what advertising – and selling – is all about than 99% of the so-called experts! You can quickly, easily acquire a brilliant insight into the ABCs of the persuasive, hard-sell approach it takes to sell goods and services these days. You can write powerful, super-selling advertising and promotions, and you can put this new knowledge to work immediately – to give you a tremendous advantage over your competitors.

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4. Что бы ни говорили о бодибилдинге, силовые упражнения не сделают женщину мужеподобной. Разве Шер похожа на А. Шварценеггера?

5. Силовые упражнения дают результат быстрее, чем какие-либо другие. 6. Начните сейчас и уже к лету Вы будете готовы к тому, чтобы надеть на пляж Ваш

любимый купальник. 7. Наш набор, включающий в себя две гантели и полный комплекс упражнений, по

низкой цене в $21.95 Вы можете заказать только по почте. Он не продается в магазинах.

8. Если Вы закажете набор сейчас, мы также вышлем Вам мат для упражнений. Этот мат по цене $6.96, из 100% хлопка, который можно стирать в стиральной машине, Вы получите совершенно бесплатно.

9. Чтобы заказать набор Women’n’Weights и бесплатный мат для упражнений Вам не нужно высылать деньги сейчас. Просто заполните и отошлите по почте приложенную карточку.

B 1. Теперь, когда леса убраны и строительство закончено, новый магазин Justin открывает

для Вас свои двери в Bethabara Shopping Center. 2. Чтобы отпраздновать это событие, мы объявляем большую распродажу во всей сети

магазинов Justin. 3. Цены на все товары будут снижены на 10-30%. 4. Джинсы Designer, стоившие $60-90, будут стоить $40-60. 5. Экономия колоссальна! 6. Распродажа продлится лишь один день – 31 января. Но наши двери будут открыты с 9

утра, так что приходите раньше и будете иметь лучший выбор. 7. Конечно, всегда принимаются Ваши Visa и Justin карточки. Ex 3. Write a circular sales letter for ‘Business Correspondence Manual’. Look back at the letter

about Small BUSINESS REPORT (Ex 2 p.20) for help. Here are the notes: ‘Business Correspondence Manual’ __________________ • index of the number of ready-to-use letters • find the letter you want, make some changes, type it • what took hours before, now takes minutes • secretary can also use it • price

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Ex 4. Rewrite the following sales letter to make it more effective. Add any details you think are relevant.

Ex 5. Translate into English.

Dear Pizza Lovers Allow me to introduce myself. My name is Rudy Moore and I am the new manager of Tasty Pizza Parlor in town. The parlor is located at the intersection of North Miller Parkway and 95th Street. We are open from 10 a.m. to 11 p.m., except on the weekends, when we are open later. I think you will be as happy as I am to learn that Tasty's will now offer free delivery. As a result, you can get your Tasty Pizza hot when you want it. Please see your weekly newspaper for our ad. We are also offering customers a coupon. It is a real deal for you. I know you will enjoy Tasty's and I hope to see you. I am always interested in hearing from you about our service and our fine product. We want to take your order soon. Please come in.

Уважаемый Во времена экономической нестабильности индивидуальное финансовое планирование может быть даже более сложным, чем ведение собственного дела. Определение инвестиционных инструментов, которые защитят Ваше будущее и будущее Вашей семьи, требует финансовой проницательности и информации. Поэтому многие удачные бизнесмены, подобно Вам, пользуются услугами консультантов по финансовым вопросам в фирме Смит и Маркус. У нас достаточно специальных знаний и объективности, чтобы провести оценку Ваших кратко- и долгосрочных финансовых целей и выбрать инвестиционную политику для наиболее успешного осуществления этих целей. Не важно, какие проблемы Вас волнуют в данный момент – уплата налогов или инвестиции в недвижимость – мы уверены, что сможем помочь Вам в решении этих вопросов. Чтобы познакомить Вас с услугами, которые мы предоставляем, мы приглашаем Вас на семинар «Что может индивидуальное финансовое планирование сделать для Вас». Семинар состоится в среду 1 марта 19ХХ в 1900 в Essex Room отеля Essex Marlboro. Поскольку количество мест ограничено, мы просим Вас сообщить нам, планируете ли Вы посетить наш семинар, позвонив Дороти Филипс по тел. 771-3102 добавочный 222. Искренне Ваш

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Ex 6. Choose one of the following and write a sales letter addressed to an appropriate audience on why they should:

a) be happy taking a vacation where you did last year b) major in the same subject you did c) dine at a particular restaurant d) have their cars repaired at a specific garage e) live in your neighborhood Ex 7. Write a sales letter about the effectiveness of sales letters to an individual who has told you

that almost everyone throws them away as soon as he or she gets them. V. CASE STUDIES. 1. Your company sells a range of household cleaning products which are sold on a cash basis by door-to-door salesmen and women. Recently your company decided to adopt a change in policy by offering householders an opportunity to inspect your products by appointment at times suitable to them. Draft an unsolicited sales letter, embodying an appropriate letterhead, which actively promotes these points: • Your company manufactures and retails a wide range of brushes, polishes, detergents and

shampoos. • Your policy is to keep prices down by 'cutting out the middle man'. • Sales representatives are well-trained and able to demonstrate your products. • By returning in the envelope provided a detachable slip, customers can specify a date and

time for representatives to call. • You are making a special offer of a free tin of furniture polish to all customers who reply with

an appointed time. • You may add any additional supportive material. 2. Assume you are personal assistant to Mr Richard Brown, Sales Manager of Sceptre Garages Ltd., a company with a chain of garages specializing in car sales and servicing, motor-accessory retailing, petrol trade and retail sales, and general parts and body-repair sales to the trade. In six weeks' time your branch at Midchester is to be relocated at 8-16 Bedford Road, Midchester, Bucks ME12 2BG. Telephone: Midchester 4631/2 The new premises afford the following advantages: • Showrooms for 15 new cars • Sales area for 50 used cars • Ample customer parking • A diagnostic center • Large body repair shop • 10 self-service petrol pumps • 8 while-you-wait tire, battery and exhaust fitting bays • A motor-accessory supermarket. Write a circular letter (a) to trade customers, (b) to account customers to advise them of the forthcoming relocation. You may add any additional material you consider justifiable. Choose a format you think appropriate, supplying a letterhead and logo.

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Unit 8 Public Relation Letters

I. DISCUSSION TOPICS. 1. Have you ever heard about public relations companies? If yes, try to formulate what their

main objectives are. Make up a check list. Compare your check list with those of your group-mates.

2. What, in your opinion, is it important for public relations writers to know? (An access to what information must he/she obtain?)

II. READING. Public relations concerns the efforts a company makes to influence public opinion, to create a favorable company image. Its purpose is NOT to make a sale or stimulate immediate business, but rather to convey to the public such positive qualities as the company's reliability, efficiency, or far-mindedness. Public relations is big business, and large corporations spend millions of dollars a year on their public relations campaigns. When a major oil company sponsors a program on public television, that is public relations; when a large chemical company establishes a college scholarship fund, that is public relations, too. The public relations specialist knows how to use all the mass media (television, radio, magazines, newspapers, and firms); she knows how to compose press releases and set up press conferences, prepare broadcast announcements, and arrange public receptions. But public relations exists on a smaller scale as well. It is the local butcher's remembering a shopper's name, and it is the local hardware store buying T-shirts for the Little League. For basically, public relations is the attempt to establish and maintain GOODWILL. Public relations letters, therefore, are those letters written for the purpose of strengthening goodwill. Some of these can be considered social business letters such as invitations, thank-you notes, and letters of congratulations. Others are acin to advertising, such as announcements of openings or changes in store facilities or policies. Still others are simply friendly gestures, such as a note welcoming a new charge customer or thanking a new customer for her first purchase.

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A specific kind of public relations letters is designed to demonstrate a company's interest to its customers. The following letter is written inviting complaints; its purpose is to discover causes of customer dissatisfaction before they get out of hand. (Responses to such letters must always get a prompt follow-up assuring the customer that the reported problem will be looked into.)

PINE & WHITE 100 Massachusetts Avenue Boston, Massachusetts 02116 12 June 19XX Ms Beverly May 100 Gould Street Needham Massachusetts 02194 Dear Ms May Now that you have used your Pine & White credit card for the first time, we are sure you have seen for yourself the convenience and ease a charge account provides. So we won't try to 'resell' you on all the benefits you can take advantage of as new charge customer. We'd simply like to take this time to thank you for making your first charge purchase and assure you that everyone at Pine and White is always ready to serve you. We are looking forward to a long and mutually rewarding association. Welcome to the 'family'. Sincerely yours, Ms Christine Popoulos Customer Relations

PINE & WHITE 100 Massachusetts Avenue Boston, Massachusetts 02116 26 May 19XX Mrs Addison Tanghal 14 East Elm Street Brookline, Massachusetts 02144 Dear Mrs Tanghal It's been more than 6 months since you charged a purchase at Pine & White, and we can't help worrying that we've done something to offend you. We are sure we are aware of the convenience and ease your charge account provides, but we would like to assure you once again that everyone at Pine & White is always ready to serve you. If you have encountered a problem with our service or merchandise, we want to know. It is our sincere desire to give you the personal attention and satisfaction you have come over the years to expect from Pine & White. And we welcome the advice of our customers and friends to keep us on our toes. Please fill out the enclosed reply card if something has been troubling you. We will give your comments immediate attention, as we look forward to seeing you once again at our Brookline store and all our other branches. Sincerely Ms Christine Popoulos Customer Relations

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Similarly, to forestall complaints (and of course encourage business), large companies frequently send informative letters that educate the public. A supplier of gas and electricity, for example, may include with the monthly bill an explanation of new higher rates. Or a telephone company will enclose a fact sheet on ways to save money on long distance calls. Whatever the ostensible reason for a public relations letter - to establish, maintain, or even revive business - remember that all public relations letters must be friendly , for their overriding purpose is to create a friend for the company.

III. READING ASSIGNMENTS. Ex 1. Skim through the text and answer the following questions. 1. What does public relations concern? 2. What is the purpose of public relations? 3. What forms of public relations campaigns do you know? 4. What means a public relations specialist may employ? 5. Name basic categories of letters relating to public relations. 6. What is the main objective of public relations letters? 7. Why all public relations letters must be friendly?

LIQOUR LAND LIQOUR STORES INC Montgomery, Alabama 36044 19 October 19XX Dear Wine Lover Did you know that, in blind testings among distinguished wine connoisseurs, California wines have been reaping the highest awards for more than the past decade? In fact, California is now recognized internationally as a producer of premium as well as jug wines. California wines come in three basic types: Variety wines are named for the grape from which they are made, such as Cabernet Sauvignon, Pinot Noir, and Chardonnay. Generic wines are made in the style of a region elsewhere in the world, such as Burgundy, Port, or Champagne. And Proprietary wines are trademarked according to the name of a wine blend produced by a particular vineyard, such as Wild Irish Rose. In addition to the better-known vintners, such as Gall, Almaden, and Paul Masson, California is the home of many small wineries that produce outstanding wine in small quantities. To discover these lesser-known (and often surprisingly affordable) wines is a delight for any wine enthusiast. The perfect place to begin your search is your local Liquor Land, where our friendly wine merchants are eager to recommend their latest finds. Let us please your palate soon. Sincerely yours

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Ex 2. Consider the following phrases taken from different public relations letters and complete the table listing the numbers of each phrase in a corresponding column. Each column signals particular reason for writing a public relations letter.

Invitations Thank you and appreciation Congratulations Advertising and informative letters Welcoming a new customer Inviting requests and complaints Sympathy and condolence

1. It's been a pleasure to have you as a tenant and we look forward to serving you in the future. 2. Thank you very much for writing a letter of recommendation to be included in my dossier at

Moraine Valley Community College. 3. Congratulations on being promoted to branch manager of the company. Your work in the

field for the company will profit you and us in your new position. 4. I am grateful to the Dole Glass Company for giving me outstanding service last Sunday night. 5. A Dynamic Maintenance Agreement provides saving benefits many cost conscious customers

want and look for today. 6. We'd simply like to take this time to thank you for making your first charge purchase and

assure you that everyone at Pine & White is always ready to serve you. We are looking forward to a long and mutually rewarding association. Welcome to the 'family'.

7. Please, fill out the enclosed reply card if something has been troubling you. 8. Do you know that, in blind testings among distinguished wine connoisseurs, California wines

has been reaping the highest awards for more than the past decade? 9. We hope our caring will make your sorrow easier to bear. 10. If you have encountered a problem with our service or merchandise, we want to know. 11. Congratulations on your new title of Certified Insurance Counselor just announced in the

Midtown Financial Record. 12. The Economic Academy cordially invites you to attend its traditional annual meeting on ... 13. Now that you've used your EcAc credit card for the first time, we are sure you have seen for

yourself the convenience and ease a charge account provides. 14. We appreciate your thoughts of us and your sympathetic note. 15. Word of your illness just reached me, and I want to wish you a quick return to good health. 16. We have a new line of coated stainless steel cookware ready to market. Would you be

interested in discussing the product and the possibility of advertising it for us? 17. We welcome the advice of our customers and friends to keep us on our toes. 18. It is our sincere desire to give you the personal attention and satisfaction. 19. The perfect place to begin your search is your local Liqour Land, where our friendly wine

merchants are eager to recommend their latest finds. 20. Your successful sales efforts have secured an annual sales volume of $1 million from

Amsterdam, Inc. My congratulations to you for this fine job. 21. We know death is certain, yet it remains hard to accept. 22. Please accept our heartfelt sympathy in your time of great sorrow. 23. If your crew had not worked so quickly, I would have been forced to board up my store and

close on Monday to have the repairs made. 24. Please let us know how we can assist you in the future.

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25. I would like to congratulate you and your people for the fine job that has been done in reducing our raw materials inventory in the recent months.

26. Should you have any questions, or require additional information, please do not hesitate to contact us.

27. We are grateful to all the students who are studying this textbook for their exceptional dedication to the English language. Again let us say, 'a job well done'.

Ex 3. Match the English words and phrases in column A with the corresponding equivalents in

column B. A 1. It is our sincere desire to give you the

personal attention. 2. Please let us know how we can assist

you in the future. 3. I would like to congratulate you and

your people for the fine job. 4. It's been a pleasure to have you as a

tenant and we look forward to serving you in the future.

5. We'd like to take this time to thank you for making your first purchase.

6. We know death is certain, yet it remains hard to accept.

7. Please accept our sympathy in your time of great sorrow.

8. Please fill out the enclosed reply card if something has been troubling you.

9. Thank you for your interest in Inland Steel.

10. Let me congratulate you on winning Hartword award.

11. We appreciate your thoughts of us and your sympathetic note.

12. If you have encountered a problem with our service or merchandise, we would like to know.

B a) Я бы хотел поздравить вас и вашу

группу с прекрасно выполненной работой.

b) Нам было приятно сотрудничать с вашей фирмой как с арендатором наших помещений, и мы надеемся, что вы воспользуетесь нашими услугами и в дальнейшем.

c) Мы знаем, что смерть неизбежна, тем не менее, с этим трудно смириться.

d) Мы бы искренне хотели уделить вам личное внимание.

e) Пожалуйста, примите наши соболезнования в связи с вашей тяжелой утратой.

f) Благодарим за ваш интерес, проявленный к компании Инленд Стил.

g) Просим сообщить нам, какие услуги мы могли бы оказать вам в будущем.

h) Позвольте поздравить вас с получением премии Хартфорда.

i) Мы признательны за то, что вы помните о нас и за ваши соболезнования.

j) Мы бы хотели воспользоваться этим случаем, чтобы поблагодарить вас за первую покупку.

k) Если вы столкнулись с проблемами, связанными с нашими услугами или товарами, дайте нам знать.

l) Если у вас есть какие-либо претензии, просим вас заполнить прилагаемую открытку.

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Ex 4. Fill in the blanks using the words in the box. A

are writing, main point, is determined, another, essential, to get across Your message, tone and knowledge of your reader are _______________ ingredients in a successful customer relations letters. But success involves something more than knowing how to use the right words _______________ your main ideas. It is also critical to know where and how to start, and especially, where to present your _______________. Not every customer relations letter starts by giving the reader the writer's main point, judgement, conclusion, or reaction. Where you place your main idea _______________ by the type of the letter you _______________. Good news messages require one tactic, bad news _______________. B

postpone, or commentary, offended, to a letter, run a risk, approach, is not likely, indirect If you are writing a good news letter, use the direct _______________. Start your letter with the welcome, pleasant news that the reader wants to hear. Don't _______________ this opportunity to put your reader in the right frame of mind. Then provide any relevant supporting details, explanations, _______________. Being direct is advantageous when you have good news to convey. But if you have bad news to report do not open your letter with it. Be _______________. Prepare your reader for the bad news. Do everything you can to keep the tension level down. If you throw the bad news at your reader right away, you _______________ of jeopardizing the goodwill you want to create and sustain. Again, put yourself in the reader's place. Consider how you would react _______________ that began 'we regret to inform you that ...', 'your order cannot be filled', or 'your application for a loan has been denied'. Having been denied, disappointed or even _______________ in a first sentence or paragraph, the reader _______________ to give you his or her attentive cooperation thereafter. IV. WRITING. Ex 1. Translate into English. А 1. Теперь, когда вы впервые воспользовались кредитной карточкой нашего магазина, мы уверены,

что вы смогли сами убедиться в удобстве и простоте, которые предоставляет открытый счет. 2. Мы просто хотели бы воспользоваться этим случаем и поблагодарить вас за то, что вы

приобрели кредитную карту нашего магазина, а также напомнить, что весь персонал нашего магазина всегда в вашем распоряжении.

3. Мы надеемся на длительное и взаимовыгодное сотрудничество. 4. Мы не перестаем беспокоиться, что мы совершили что-то, что могло бы вас обидеть. 5. Если вы столкнулись с проблемой, связанной с нашим обслуживанием или товаром, мы хотели

бы знать об этом незамедлительно. 6. Мы искренне хотели бы оказать вам личное внимание и удовлетворить все ожидания, которые

вы связываете с нашей компанией. 7. Просим вас заполнить прилагаемую карточку, если что-то в нашем обслуживании вас не

удовлетворяет. 8. Мы немедленно рассмотрим все ваши претензии, так как мы надеемся всегда видеть вас в

нашем магазине и его филиалах.

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9. Помимо широко известных виноторговых компаний Калифорния – это родина множества небольших виноделен, которые производят великолепное вино в небольших количествах.

10. Для любого человека, неравнодушного к вину, открытие этих менее известных и часто удивительно доступных по цене вин – ни с чем не сравнимое удовольствие.

11. Выражаем нашу благодарность в связи с приглашением на ваш стенд на выставке туристических услуг.

12. Мы рассчитываем, что наша рекламная деятельность позволит вашей компании установить и значительно расширить экономические связи с потенциальными партнерами.

13. Позвольте пригласить вас на торжественный прием в связи с открытием Московского кинофестиваля.

14. Корпорация ЭСКО с удовольствием сообщает о назначении господина Роберта Дженкинса на должность исполнительного директора компании и приглашает вас на прием в его честь, который состоится 15 марта в пятницу в конференц-зале компании.

15. Мало кто будет сегодня отрицать, что электронная почта стала неотъемлемой частью бизнеса. 16. Наши эксперты помогут вам определить, какие характеристики наилучшим образом

удовлетворят потребности вашего бизнеса. 17. Именно поэтому многие владельцы процветающих компаний подобно вашей пользуются

услугами финансовых советников Смит и Бразерз. 18. Чтобы предоставить вам возможность познакомиться с нашей деятельностью более подробно,

мы имеем честь пригласить вас на семинар 'Персональное и корпоративное финансовое планирование', который будет проводиться в среду, 1 марта в нашем центральном офисе.

19. Поздравляем Вас с назначением на должность ведущего советника по вопросам страхования (Chief Insurance Counselor) и надеемся на дальнейшее плодотворное сотрудничество с вашей компанией.

20. Договор об обслуживании, который мы предлагаем, предусматривает резервы экономии средств, на которые ориентируются все потребители в период экономической нестабильности.

21. Просим принять наши соболезнования в связи с тяжелой утратой. 22. Мы признательны всем студентам, пользующимся этим учебным пособием за их настойчивость

и упорство в изучении английского языка. 23. Выражаем нашу искреннюю благодарность за публикацию информации о деятельности нашей

компании в вашей газете. 24. Большое спасибо за положительную оценку работы нашего отдела, которую вы выразили в

книге отзывов нашей компании. Наряду с другими ваш отзыв способствовал расширению нашего отдела и получению дополнительных средств.

25. Ваше решение уволиться с поста директора ХУZ корпорации было встречено с глубоким сожалением как со стороны Совета директоров так и всех сотрудников корпорации.

В 1. A follow-up letter to encourage repeat business.

Уважаемый г-н Гонсалес Благодарим Вас за то, что Вы воспользовались нашими услугами в феврале этого года. Мы всегда готовы помочь вам в подготовке годового финансового отчета. Наша цель уберечь каждый налогооблагаемый доллар, ради которого вы весь год напряженно трудились. Если у вас возникнут вопросы по налогообложенияю, мы всегда к Вашим услугам. С уважением

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2. Delayed Thank You.

3. Congratulations.

4. Invitations.

Уважаемый г-н Карсуэлл Примите наши извинения, что с опозданием выражаем благодарность за предоставленную возможность встретиться с Вами и Вашими сотрудниками 16 и 17 июня. Мы считаем, что наша встреча была чрезвычайно интересной и полезной, так как теперь у нас есть гораздо лучшее представление о потребностях Вашей компании. Я знаю, что мы немного отстаем от графика, но в настоящий момент мы работаем над своими предложениями по нашему контракту, который мы предполагаем подготовить к концу следующей недели и представить для вашего одобрения. Еще раз благодарим вас за очень интересную и полезную встречу.

Уважаемый г-н Муллин, Позвольте мне поздравить Вас и Вашу группу за прекрасную работу по сокращению складируемых запасов сырья (raw materials inventory), которую Вы проделали в течение последних месяцев. Полученный результат, чрезвычайно эффектно представленный в подготовленных Вами графиках, стал ключевым моментом обсуждения на последнем собрании руководства. Я был бы очень признателен, если бы Вы предоставляли мне такие графики ежемесячно. С уважением

Уважаемые господа Через несколько недель третье творческое объединение собирается выпустить в прокат новый художественный фильм 'Соседка' с Гертрудой Стайн в главной роли (starring smb). Специальный предварительный просмотр для всех, кто способствовал выходу фильма, будет организован 19 января в 20.00 в кинотеатре Кодак. Мы имеем честь пригласить вас на этот просмотр. Прилагаем специальные пригласительные билеты. После просмотра приглашаем вас на торжественный прием по случаю выхода фильма. С уважением

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Ex 2. In this letter Silver Office Supplies places an order with Shonan Computers. Read the letter and answer the questions that follow.

SILVER OFFICE SUPPLIES LTD 14 North Street London EC1 7AD Mr A Suzuki Sales Manager Shonan Computers 1-33 Kitasinjuku 7-chome Shinjuku-ku Tokyo 160 Japan Dear Mr Suzuki Order for the SCROLL 2000 word processor We thank you for your letter of 17 January, in which you enclosed your catalogue and price list, together with the booklet on the SCROLL 2000 word processor. We have contacted Mr Nixon, as you suggested, and his demonstration of the SCROLL 2000 convinced us that this model will meet our requirements. Your offer of a 20% trade discount, with a further discount for bulk orders, is also quite satisfactory. We are therefore placing an order for 600 SCROLL 2000 word processors. We enclose our official order form No. YT 945. We discussed terms of payment with Mr Nixon and would like to confirm that payment is to be made by Documentary Credit in your favor SIF Southampton. You will be informed, through your own bank, of the type and number of documents that you must prepare. Delivery by 30 April is essential, and we reserve the right to cancel the order and/or return the shipment at your risk and expense at any time after the date. We look forward to receiving the shipment and doing business with you in the future. Yours sincerely David Jackson Chief Buyer Encl Order form

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1. How has Mr Jackson drawn attention to the subject of the letter? 2. Why do you think have Shonan Computers offered a discount? A contact with Mr Nixon? 3. If the goods arrive in Southampton on 30 April, does Silver Office Supplies have the right to

return them? 4. Why didn’t Mr Jackson just send the order form without an accompanying letter? Write a PR letter from Shonon Computers to Silver Office Supplies preceding the one you’ve just read that would encourage Silver Office Supplies to place an order with Shonon Computers. Ex 3. Read an invitation letter that follows

R.S.V.P. – (fr) respondez s’il vouz plais – please, respond Write an invitation letter to someone for one of the following: • Open house at a new University department • A reception at an exhibition • Social gathering of IBS alumni • Opening of a new company branch Ex 4. Read a congratulation letter below.

The Brookdale Chamber of Commerce

Requests the pleasure of your company

At a dinner honoring

The Honorable Stacy Coughey

Wednesday, the third of June

At seven o’clock

The Stardust Room of the Excelsior Hotel

R.S.V.P.

Dear Ms Space Congratulations on your promotion to senior accounts executive. You have worked hard for Rembow Consultants, and I am delighted that your efforts have been rewarded. As you move into your new office and assume the weight of responsibilities that go along with your new position, please let me know if I can be of any assistance. Sincerely

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Write a congratulation letter to someone for one of the following: • Being promoted • Winning an award at school • Completing a special course or degree • Being elected to public office • Joining your firm or agency V. CASE STUDIES. 1. Geoffrey’s, a fine men’s clothing store located at 10 Arlington street, Boston, Massachusetts 02116, is having its annual fall clearance sale. All summer and selected fall merchandise will be on sale with discounts up to 60% on some items. The sale will begin on September 10. Write a letter to be sent to all charge customers, inviting them to attend three presale days, September 7-9, during which they will find a full selection of sale merchandise before it is advertised to the public. 2. Imagine that you work in the customer relations department of a large furniture store. Write a letter that could be sent to customers who have bought furniture for one room of their home, encouraging them to buy furniture for another room. Remind them of the quality and service they received when they did business with you in the past. Urge them to shop with you again. 3. You have worked for the law firm of Lederer, Lederer and Hall, 407 East 23 Street, New York, New York 10013, for many years. On the occasion of your tenth anniversary with the company, an office party is held in your honor, and Mr. Gerald Hall presents you with a wristwatch as a token of the company’s appreciation. Write a letter to Mr. Hall thanking him and the entire company for the party and the gift.

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Составители: ФИЛИППОВА Людмила Борисовна ТИМОШЕНКО Людмила Петровна

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