Writing practice

Many companies try to attract customers by writing directly to them.

Task XXII. Read the mailshot and find out what it offers.

Greeninvest - the fund that's not for everybody

22- 24 Park Street

Troughton

Leeds LS105GH

011325675445

Dear Ms Carlyle,

Like us, you probably feel uncomfortable with the idea of growing rich by exploiting people less fortunate than yourself, or by damaging the environment. That is why, Ms Carlyle, we have selected you to participate in a unique opportunity: the launch of a new and exciting pension fund. Greeninvest is the only fund which actively encourages fund members to choose the firms they like best from among our selection of ethical companies.

At Greeninvest we promise to bring you only those companies which have been selected not only for their business possibilities, but also for their commitment to ethical and ethically-produced products, fair employment practices, and concern for the environment.

Each quarter, Ms Carlyle, you will receive the opportunity to be among the first people to invest in these exciting new enterprises. You will also be invited to participate in special meetings where you can share your thoughts with like-minded investors.

As part of our founder member initiative you can make a commission-free purchase of shares for the first quarter. In addition, if you reply within thirty days, we will present you with a complimentary copy of Jany van Hooren's Millennium Guide to Ethical investment which is yours to keep, whether or not you decide to proceed with your membership.

So, if like us, Ms Carlyle, you would like to plan for your retirement in the knowledge that you have given ethical firms a helping hand, simply complete the form and return it to us in the enclosed pre-paid envelope.

I look forward to welcoming you as a full member of the Greeninvest Pension Fund.

With very best wishes,

Berenice Lucas

Task XXIII. Read the tip /AIDA/ and identify which parts of the AIDA formula apply to the letter you have just read.

Advertisers often follow an AIDA model in their advertisements and sales literature.

Attention - the letter gets the reader's attention.

Interest - it develops the reader's interest by telling them more.

Decision - It encourages them to make a decision.

Action - finally the reader acts on it.

Task XXIV. List or underline the words or expressions that the letter uses to show that Ms Carlyle is special. How many times does the letter use her name? Why do you think it does this?

Task XXV. Think of a product or service from an ethical company, for example a clothing company committed to produce ethically-produced clothing. Write a letter to a potential customer you have targeted. Use the letter above as a guide and follow these steps.

Paragraph one: Say why you have chosen the person you are writing to. Explain what makes your service or product different from any other.

Paragraph two: Say in more detail what your company does. Say how the service operates. Say what extra benefits the service includes.

Paragraph three: Offer an incentive to reply. Give a final encouragement to act on the letter.

Task XXVI. Imagine that you want to join an e-mail discussion group about learning business English. Write a short e-mail (on a piece of paper) that introduces yourself and explains what you do and why you want to join the discussion group.

USEFUL EXPRESSIONS

Ethics. Language for expressing opinions, suggestions, incredulity, eliciting information, stating your own position, inviting someone to state their position, agreeing, disagreeing, asking for reconsideration of an offer, considering an offer, regrets and criticism, etc.

The business guru, Peter Drucker, said this about the language that businesspeople sometimes use:

“The moment people talk of implementing instead of doing , and of [finalizing] instead of finishing, the organization is already running a fever”.

Task 1. Read, translate and learn the following word combinations (the language formula) :

Expressing an opinion: As I see it ...; I consider..; I rather think ;In my opinion...; As far as I am concerned...; If you ask me...; Personally...;My point of view is…

Expressing an opinion strongly: I'm sure that ...; I'm certain that ...; I'm convinced that...; I really don't think that ..; I definitely think that...; I'm absolutely convinced that...; There's no doubt in my mind that...

Expressing an opinion weakly: I'm inclined to think that; I tend to think that...; I rather think...;

Showing cause and effect - When talking about the consequences of events and situations it is useful to explain the reasons why we think something happened or will happen in the future - lead to, due to, result in' as a result of, caused by. Look at the following examples:

- Building the terminal will lead to massive environmental damage.

- The IDB put off the $75m loan due to lobbying by environmentalists.

- A demonstration would result in lots of publicity.

- Jobs will be created as a result of the inward investment.

- The pollution was caused by factory further up the river.

Considering alternatives – When considering alternatives it is important to show the degree of difference between them. By using quantities we can show our preferences and argue for them more persuasively - minor difference (slightly, a bit, a little/a few)// major difference (much): The new design will cost slightly more but look a lot better.

Making and responding to suggestions - choosing the right way to phrase suggestions depends on the context of the conversation. Being able to give an opinion about the best course of action or to advise someone what you think they should do means using the appropriate language. You can do this by using the following phrases:

How/What about...?; Couldn't you/we...?; Why don't you ...?; If I were you...; I suggest/think you should...; It might be better to...; OK, let's do/try that; Sounds good to me; But what if...?; The only thing/problem...; It's a good idea, but...; You're right.

Asking for clarification: I'm sorry, I don't quite follow you there; I'm sorry, I don't quite get your point; Could you possibly expand on that? Would you mind going over that again? Could I ask you just to explain that again? Could I ask you just to explain a little further? What exactly do you mean? What are you really saying? What are you really trying to say? What exactly are you driving at? What are you really getting at?

Interrupting: If I could just come in here a moment and say that...; If I could just get a word in...; Do you mind if I just interrupt? Might I interrupt at this point? Can I just say something? If I could just interrupt for a moment? I can't let that pass...; Could I just pick up on that point? Could I just query that last point? Sorry to butt in, but...; Could I just correct one small detail? May I add something to that? If I might just add something to what has just been said; May I make a point?; Could I come in here?; I'd like to raise the subject of...; Could I say a word about something?.

Accepting the interruption: Certainly. Please do. Yes, of course. Go ahead. Not at all. Sure.

Refusing the interruption: If you could just allow me to finish: I'm sorry, but...; Could I just finish? Just a moment/second, please; This won't take more than a few seconds; Just let me think; One moment, please.

Hesitating: a) Sometimes when you are answering questions you may need to delay replying in order to collect your thoughts. Here are some useful phrases: Well, let me see...; Oh, let me think for a moment...; Well, now...; I'm glad you asked me that...; What do you think of your proposal? Well...; Actually, you've caught me on the hop there...; b) However, it may be that you want to avoid answering altogether, or simply do not have an answer: I’d rather not answer that, if you don't mind; I've no idea, I'm afraid; I'm sorry, but I'm not the right person to answer that question; I can't answer that; I'll need some time to think about that one; I'm sorry I can't give you the exact figures offhand; Well, at a rough guess I'd say that...; Don't quote me on this but... .

Moving on : Perhaps we could move on to the next point under discussion; That brings us to the next item on the schedule; Perhaps we could turn our attention to the question of ..; If you could just move on to ...; I think we should now consider...; Let's turn to the question of...; Can we not look at ...; I'd like to move things on a little here...; Can we get on, please? As we are running short of time, perhaps we could hear....

Making and confirming arrangements: This appointment we've been trying to arrange. Well, Monday would suit us; These are the details you asked about; About the jury trial times. The earliest date we can manage is June 2nd; Can we get together to talk about this in detail?; I'll pick you up at the entrance to your law office at 8.30.

Opening the meeting: a) attracting attention - Right, then; Right, can we start? Ladies and gentlemen, are we ready to begin? Well then, if we could get things rolling; OK then, perhaps we could make a start? Well, shall we get things started? If everybody's ready, maybe we could make a start? ; b) directing attention - Let's get straight down to business; Shall we get down to business?

Getting the meeting under way: We're meeting today to...; The reason we're here to ...; The subject of today's meetings is...; The purpose of today’s meeting is to ...; Today we shall be looking at ...; Today we shall be dealing with ...; Today, we intend to...; Let's take the first item on the agenda...; Has everyone got a copy of the agenda?

Inviting someone to state their position: Would you like to start, Mr. Smart, the General Director? Could I ask you for your comments first ...? Can I turn first to the District Attorney? So, let's go first to ...; Could I ask you for your opinion on this matter? Could I ask you for your view on this matter? Perhaps you could give us a brief outline of your own position on this matter? Mr. N..., perhaps you would be so good as to tell us how you feel on this matter?; What are your first impressions of the new proposals? I think it would be helpful if you could put us in the picture about your position on...; ..., can I ask you for your views on ...?; ..., perhaps you'd like to give us your initial reaction to the proposal?

Stating your own position: Perhaps I could begin by saying that there are many reasons why we are gathered here today; I think I should make it clear right from the outset that the Chief Justice of the Supreme Court/ Manager has been sharply critical of our profession/work; If you would allow me to give you a brief outline of my position on this matter...; I think I ought to say right from the start that...; If I could just begin by saying ...; I want to make it clear that ...; I would like to say here that ...; I feel I should point out to you that ... .

Making a point: I’d like to make one thing clear from the outset …; I think I should be frank and say that …; Do you realize that…?; I think we have to consider that …; I think I should mention here that…; We must bear in mind the fact that…; We should always remember that …; I believe you know that…; The point is that…; You must realize that… .

Eliciting information: I wonder if you’d mind telling me …; What I’d like to know is …; Can you give me some information about …; I’d like some details about…; What I really need to know is…; Can you tell me something about …; I wonder if I could ask you …; I am afraid I need to know …; What is your position on … .

Expressing incredulity - when you refuse to believe someone, use one of the following expressions: Is there any profit that …?; Do you really mean to say that …?; I find that very hard to believe; You don’t honestly believe that …?; You are not seriously trying to tell me that …?; That’s incredible!; Oh, come on!; Oh, come off it !; You must be joking!

Disagreeing: Are you sure? I’m not sure I entirely agree; I can’t quite go along with you there; I don’t think I really like the idea; No, I think you’re mistaken here; No, I’m sorry, there I have to disagree; No, I disagree; I disagree entirely; I can’t agree at all; I don’t agree with you at all on that point; That’s no right I am afraid; That’s quite wrong; I really must object to that comment you know.

Making conditions – In negotiations making conditions plays an important role. Here are some useful expressions: I could do it, as long as …; I can’t do it unless …; It’s not worth …-ing unless…; I won’t do it unless all else fails; Even then, I’ll only do it on condition that …; We did it on the understanding that …; The only condition is that …; They’ve agreed – conditional on …; If you can only contest the will …; Provided you can … we can …; Only if … would we …; I can do it provided …; We can agree as long as … .

Tentative agreement: You may well be right, but …; To a large extent you’re right, but …; I agree with you to a certain extent, but …; I see what you mean, but …; I take your point, but …; You have a point there, but …; I appreciate your point of view, but …; You could be right, but …; That’s an interesting idea, but … .

Asking for reconsideration of an offer: In the light of what’s been said, perhaps you’d reconsider your…; I was wondering if you’d look again at the…; Would you like to think again about the original…?; Perhaps it would be worth looking at the … again?; There’s still time to reconsider the proposals …, you know; I’d like you to reconsider the proposals … .

Considering an offer/hedging: Subject to the approval of …, I think that your proposal is attractive; There certain points I’d like clarifying before I give my final word; I’d rather not commit myself on that point until I’ve studied the … in detail; I’ll have to consider that very carefully; That point needs careful consideration; I agree in principle, but there are certain points I’m not happy about; I can’t give you my final decision until …; I’ll have to get back to you on that one, if you don’t mind; I really don’t think I can give you firm decision on that.

Agreeing: I absolutely agree …; I completely agree …; I agree entirely …; I agree entirely …; I agree completely …; A agree with you most strongly …; You’re right (of course) …; Yes indeed!; I quite agree with you …; Hear, hear…; Exactly …; That’s true …; That’s a wonderful idea …; That would be marvelous … .

Digressing: If I might digress for a moment here and say that …; Let me digress for a moment …; I know it isn’t strictly what we’re here to discuss, but I think it might be worthwhile to spend a little time looking at … .

Background information: I think it would help if I gave you a little background information on this matter…; Perhaps you would just allow me to fill you in on some of the background to this situation … .

Getting to the point: What I am trying to say …; What I am getting at is that …; The point I am trying to make is that …; The crux of the matter is that …; What I am driving at is that … .

Emphasizing a point: Let’s get this straight; I want to make it quite clear that …; I must emphasize that …; I want to underline the fact that …; There’s no doubt that …; I don’t have to spell it out; I think the figures speak for themselves; I think the facts speak for themselves; You don’t need me to tell you that …; Everyone should know by now that …; I thought I’d made myself clear when I said that …; At the risk of repeating myself, I should say here …; I don’t want to leave anyone in any doubt about the fact that …;I hope I made myself clear.

Checking a point: Sorry, but can we just go back to what you said earlier?; Am I right in thinking that you’re proposing … ?; So would it be true to say that what you’re suggesting is …?; Correct me if I am wrong, but what you’re proposing is…; So, what you seem to be suggesting is …; So, if I‘ve got this right, what you’re saying is …; Would I be right in thinking that … ?; So, reading between the lines, your company seems to be offering …; So, what you’re actually saying is …?Right. If I’m not mistaken, your policy is …; You seem to be implying that …; You seem to be suggesting that; All the evidence would seem to suggest that … .

Getting back to the point: If we could just go back to the subject under discussion; If I could just bring you back to my original point/question; I think we’ve strayed a little from our main point; I think we’re moving away from the main problem; Let’s get back to your original point; To get back to your original question; Could you stick to the point ?; We seem to be getting off the point here. ; Perhaps we could return to that point later.

Making an initial offer: Would you be prepared to consider our offer of …?; Are you prepared to accept …?; We are in a position to offer you …; Could I suggest a figure of … ; Would you be happy with a figure of around …?; Would you company consider …?; Would an offer of something in the region of … interest you?; We’ve examined the situation in detail, and are prepared to make an offer … .

Making subsequent /final offers: We’ve considered all the points you’ve put forward, and our final offer is …; Our original offer still stands; We can’t do better than that, I’m afraid; We’re prepared to offer …; After taking all the points into consideration, we’ve come up with an offer of …; We’ve come you with what seems to us to be a very attractive offer.

Asking for offers: What would be your position on …?; What can you offer us with regards to ... ?; What’s your policy on …?; I was wondering what you had in mind as far as … is concerned ?; What figure did you have in mind ?; Could we talk about the … you’re prepared to offer ?; What can you offer us on …?

Accepting an offer: I can’t see any reason why we shouldn’t agree to that; That seems like a reasonable offer to us; Yes, I think we can do business on that basis; Yes, I think that would be satisfactory to us; That sounds most satisfactory; OK, it’s a deal.

Refusing an offer: We appreciate your position but we simply can’t afford to accept an offer like that; We’ve taken all the factors into account, but find your offer just isn’t good enough; I’m afraid that wouldn’t be acceptable to our company; I’m afraid I must reject that offer; I’m afraid we can’t see eye-to-eye on that; I’m sorry, but we can’t agree to that; I’m sorry, but that’s completely out of question; No, I really can’t accept that.