Using Direct Mail To Sell Your Product & Ifces, The International Federation Of Chemical Engineering Societies - IELTS Reading Answers & Explanations
From Cambridge IELTS 10 General Training Reading Test 1 · Part 2 · Questions 15–27
Reading Passage
==== Read the text below and answer Questions 15-21. ====
USING DIRECT MAIL TO SELL YOUR PRODUCT
When you have set up your own business, you must, of course, start selling your goods or services. One way is by using direct mail – in other words, sending a sales letter (or email) directly to companies that might want to do business with you.
One important factor is your mailing list – that is, who you contact. You can build this up from your own market research, existing clients and advertising responses, or you can contact list brokers and rent or buy a compiled list. If you are contacting a business, it is important to address the letter to the decision maker, ideally by name or at least by job title.
While the desirability and price of the product on offer will obviously influence sales, you also need to gain the maximum impact from your sales letter. To achieve that, bear the following points in mind:
• You have no more than two seconds from when the reader starts the letter to convince them to continue. If you fail, they will throw it away. The opening is crucial to attract their attention. And so that they don’t lose interest, avoid having too much text.
• Try to send each mailing in a white envelope. It might be cheaper to use a brown envelope but it doesn’t make for such good presentation.
• Include a brochure. Depending on the volume and on whether you can afford the cost, try to use at least two-colour printing for this. If practicable, it may be worth enclosing a free sample – this is a much greater incentive than photographs.
• However interested your potential clients are in buying, they will only do so if it can be done easily. So, include an order form (and of course details of how to return it) with your letter.
• When you receive your replies, assess your response rate and monitor the sales.
If necessary, the sales letter can then be amended to attract other clients on subsequent mail shots; make sure each different letter is coded so that monitoring is easy and effective.
• Ensure that each reply is dealt with quickly and professionally. If further details are requested, these must be sent out promptly. There is no point in encouraging potential customers to contact you if your service is slow or non-existent.
==== Read the text below and answer Questions 22-27. ====
IFCES, the International Federation of Chemical Engineering Societies
Job Specification: Communications Manager
Contract: Permanent (with 3-month probationary period)
Reports to: Chief Executive
Hours: 9:15am – 5:30pm with 1 hour for lunch
Holidays: 23 days per annum + statutory public holidays
Job Summary
To raise the international profile of IFCES. To communicate our objectives, programmes and services to members, the chemical engineering community, the media and the wider public.
Key Responsibilities
• Develop and implement a programme of communications to member associations, the chemical engineering industry, sponsors and the media
• Plan and implement marketing strategies for all IFCES programmes including the World Chemical Engineering Congress
• Write and edit copy for publications intended for internal and external use including Chemical Engineer Monthly
• Work with design agencies, web developers and other external contractors to produce high quality corporate and marketing materials
• Research, write and distribute news releases as required, often at short notice and under pressure
• Deal with media enquiries and interview requests. Ensure that good relationships with both mainstream and chemical engineering media are developed and maintained
• Assist in the production of presentations and speeches for board members
• Ensure website content is up to date and consistent
• Develop a consistent corporate identity and ensure its application by all member associations and partner organisations
• Carry out specific duties and projects as directed from time to time
Employee Specification
Essential
• Degree (any discipline)
• Minimum 4 years’ experience in a communications role
• Excellent copy writing skills with strong attention to detail, a keen sense of audience and an ability to tailor writing to its particular purpose
• Demonstrable track record of producing high quality corporate publications and marketing materials
• Excellent interpersonal and organisational skills
• Sound IT skills, including working knowledge of Microsoft Office applications
• Willingness to travel internationally
Desirable
• Recognised post-graduate qualification in public relations / journalism / marketing communications
• Knowledge of the global chemical engineering industry and the production of new materials in particular
• Understanding of the concerns surrounding sustainability in chemical engineering
• Ability to speak a foreign language
Questions
Questions 15–21 Sentence Completion
Complete the sentences below. Choose NO MORE THAN TWO WORDS from the text for each answer. Write your answers in boxes on your answer sheet.
- Sales letters should be sent to the 15 in a company.
- Your letter should make as much 16 as possible.
- The reader’s attention needs to be caught by the 17 of your letter.
- Letters should be sent in a 18
- It is best to print the 19 in two or more colours.
- Consider sending a 20 as this is more effective than a picture.
- You should calculate the 21 to your letter.
Questions 22–27 Note Completion
Complete the notes below. Choose NO MORE THAN TWO WORDS from the text for each answer. Write your answers in boxes on your answer sheet.
Position: Communications Manager
Summary of role: to improve IFCES’s 22 around the world
Responsibilities include:
- writing for a number of 23, produced for both IFCES and a wider readership
- producing news releases quickly when necessary
- making sure the 24 contains current information.
Employee specification (essential) includes:
- high level skill in writing appropriately
– for the 25 to read
– to achieve a specific 26
- good IT skills.
Employee specification (desirable) includes:
- relevant qualification at a 27 level
- awareness of issues of sustainability in relation to the industry
- knowledge of a foreign language.
Answers & Explanations Summary
| # | Answer | Evidence | Explanation |
|---|---|---|---|
| Q15 | Decision maker | it is important to address the letter to the decision maker, ideally by name or at least by job title | Excerpt/Passage Explanation: The passage says you should send your letter to the person who makes decisions in a company. This person can decide if they want to buy from you. Answer Explanation: The answer is 'Decision maker'. This means the person in charge who can decide about buying from your company. Reason For Correctness: The correct answer is 'Decision maker' because it is stated in the passage that when contacting a business, it is important to address the letter to the decision maker. This person is key to making purchasing decisions. |
| Q16 | Impact | you also need to gain the maximum impact from your sales letter | Excerpt/Passage Explanation: The passage says you should try to make your letter very effective to attract attention. Answer Explanation: The answer is 'Impact'. This means how strong or effective something is. Reason For Correctness: The correct answer is 'Impact' because the passage talks about making your sales letter very effective. It says you need to get the maximum impact from your sales letter to attract attention and convince the reader to continue reading. |
| Q17 | Opening | The opening is crucial to attract their attention | Excerpt/Passage Explanation: The passage says that the start of the letter is very important to catch the reader's interest. Answer Explanation: The answer is 'opening'. This means the beginning part of your sales letter. Reason For Correctness: The correct answer is 'opening' because in the passage, it says that 'The opening is crucial to attract their attention.' This means that the start of the letter is very important to keep the reader interested. |
| Q18 | White envelope | Try to send each mailing in a white envelope | Excerpt/Passage Explanation: The passage says that it is better to use a white envelope when sending letters. This is because it looks nicer. Answer Explanation: The answer is 'white envelope'. This means that you should use a white envelope to send your sales letters. Reason For Correctness: The correct answer is 'white envelope' because the passage says 'Try to send each mailing in a white envelope.' This shows that using a white envelope is recommended for better presentation. |
| Q19 | Brochure | Include a brochure. Depending on the volume and on whether you can afford the cost, try to use at least two-colour printing for this | Excerpt/Passage Explanation: The passage says to put a brochure inside your sales letter. A brochure is helpful because it gives more information and can look nicer. It suggests that you should try to print it in two or more colors. Answer Explanation: The answer is 'brochure', which means a small book or magazine that gives information about something. Reason For Correctness: The correct answer is 'brochure' because the text mentions that including a brochure can be helpful when sending sales letters. It states that 'it may be worth enclosing a free sample – this is a much greater incentive than photographs.' This means that a brochure is more effective than just showing pictures. |
| Q20 | sample / free sample | it may be worth enclosing a free sample – this is a much greater incentive than photographs | Excerpt/Passage Explanation: The passage is saying that including a free sample in your sales letter can make people more interested in what you are selling. It's better than just showing a picture. Answer Explanation: The answer says 'free sample'. This means you give something small for free to show your product. Reason For Correctness: The correct answer is 'free sample' because the passage explains that including a free sample can encourage people to buy more than just using photographs. A free sample is a type of promotion that people like and it helps to get their attention. |
| Q21 | Response rate | When you receive your replies, assess your response rate and monitor the sales | Excerpt/Passage Explanation: The passage says that when you get replies to your letters, you need to check how many replies you got. This helps you see if your sales letter worked well. Answer Explanation: The answer is 'Response rate'. This means how many people answer or reply to your sales letter. Reason For Correctness: The correct answer is 'Response rate' because the passage mentions that after receiving replies to your sales letters, you should 'assess your response rate.' This means checking how many people replied to understand the success of your sales letter. |
| Q22 | profile / international profile | To raise the international profile of IFCES | Excerpt/Passage Explanation: The passage says that the goal of the Communications Manager is to make IFCES more known all over the world. Answer Explanation: The answer is 'profile', which means the description or view of something. Reason For Correctness: The correct answer is 'international profile' because the job is about raising the global visibility and reputation of IFCES. The passage states that the main role of the Communications Manager is 'to raise the international profile of IFCES'. This means they want to improve how people see the organization worldwide. |
| Q23 | Publications | Write and edit copy for publications intended for internal and external use including Chemical Engineer Monthly | Excerpt/Passage Explanation: The passage says that the Communications Manager will write and edit text for different types of publications. Some of these materials are for people inside the workplace (internal) and some are for people outside (external). Answer Explanation: The answer means that the Communications Manager will write for printed or digital materials that share information. Reason For Correctness: The correct answer is 'Publications' because the job summary mentions that one of the responsibilities is to write and edit copy for publications. This means the manager needs to produce written materials that will be shared with different audiences. |
| Q24 | Website content | Ensure website content is up to date and consistent | Excerpt/Passage Explanation: The passage says that the Communications Manager must check that everything on the website is current and correct. Answer Explanation: The answer means the information found on the internet page of the organization, which needs to be kept updated. Reason For Correctness: The correct answer is 'Website content' because one of the key responsibilities of the Communications Manager is to ensure that the information on the website is up to date and consistent. |
| Q25 | Audience | Excellent copy writing skills with strong attention to detail, a keen sense of audience and an ability to tailor writing to its particular purpose | Excerpt/Passage Explanation: The passage says that good writing skills are important, and the writer needs to know who they are writing for. This means understanding the audience helps make the writing better. Answer Explanation: The answer is 'Audience.' This means the group of people that the Communications Manager wants to talk to or share messages with. Reason For Correctness: The correct answer is 'Audience' because it is mentioned in the job specification that the role involves 'Excellent copy writing skills with strong attention to detail, a keen sense of audience and an ability to tailor writing to its particular purpose.' This means that the Communications Manager needs to understand who they are writing for. |
| Q26 | Purpose | To raise the international profile of IFCES | Excerpt/Passage Explanation: The passage says that the job's goal is to make IFCES better known around the world. Answer Explanation: The answer means the main goal or aim. Reason For Correctness: The correct answer is 'Purpose' because the passage talks about improving IFCES's profile and communicating its objectives. 'Purpose' fits this idea of what they want to achieve, which is to make IFCES known better around the world. |
| Q27 | Post-graduate | Recognised post-graduate qualification in public relations / journalism / marketing communications | Excerpt/Passage Explanation: The passage says that having a post-graduate qualification is important for the job. This means that after finishing a first degree in university, it is good to learn more about a specific area like public relations or marketing. Answer Explanation: The answer is 'Post-graduate'. This means a type of education after finishing a first university degree. Reason For Correctness: The correct answer is 'Post-graduate' because in the job description, it mentions that having a 'Recognised post-graduate qualification in public relations / journalism / marketing communications' is desirable for the Communications Manager. This means that it is good to have more advanced education for this job. |