Canvassing advertisers for a trade directory

Plumbing Trades Directory 2 Mill Hill, London, UK Telephone 46356 Fax 65748 Telex 49876 PLUTA 7 June 1996 Laroche et cie SA 44 Rue du Port Calais France Dear Sirs, Thank you for your business. You are currently represented in our directory. This is the only directory of its kind which reaches all companies in the building and construction industry in the UK. Advertising in our directory was a wise move on your part. We are currently compiling a new edition of the directory which will be published in April 1995. The new edition will be expanded to include major manufacturers of plumbing equipment in the European Community. For proper coverage in the directory, you ought to appear in more than one category. If you do opt for a multiple listing, you will be able to buy space in additional categories at half price. You can be assured that the new edition will be on the desks of all the major decision makers in the building and hardware trades. Please complete the enclosed form and return it with the appropriate fee. Thanks again for your business. Yours faithfully,		Useful phrases Line 5 We are currently compiling a new edition of... Line 8 For proper coverage . . . Line 9 If you do opt for. . . you will be able to . . . Line 11 You can be assured that. . Line 13 Please complete the enclosed form and return it with the appropriate fee. Notes Para. 1 Thank the client for his business and describe the circulation of the directory. Para. 2 Write about the new edition and the plans for wider circulation. Para. 3 Encourage the client to take more space.
Comment The letter has two main purposes. The first is to keep the client's business. The second is to try to sell more advertising space. To achieve these aims, the letter stresses the wider circulation of the new edition, the importance of the people who will receive it and the usefulness of multiple listing.	Alternative Phrases Line 1      At the moment you are listed . . . Line 5      We are putting together . . . Line 6      Coverage in the new edition will be increased... . Line 9      If you decide on a multiple entry . . . Line 11    We can assure you that. . . Line 13    . . . and enclose the correct fee.