A good commercial proposal letter example. Commercial proposal - its structure and types, tips for drafting. How to write an effective commercial proposal

Commercial offer is a document that contains detailed information about your services or products you supply. Its main task is to interest a potential client, demonstrate all your capabilities and turn him from a potential client into a real one. Most often, a commercial proposal is made in the form of a presentation document, which indicates detailed characteristics and benefits of the product/service. We can say that a commercial campaign is a small advertising campaign aimed at promoting your products and services.

But in order for the CP to work and truly have a positive impact on the trading process, it must be drawn up correctly and be targeted at a specific group of buyers. Commercial offers are divided into several types. So how to write a commercial proposal correctly? Where to start compiling it? How to arouse interest among potential clients? To do this, you need to understand all the nuances of its preparation.

Cold commercial offer

This type of CP is aimed at potential consumers who are not prepared to purchase a product or service - they are called “cold” consumers. The purpose of the so-called “cold” offer is to “hook” the client, interest him and force him to read the text of the offer, which offers to purchase any product or service, to the end. The second name for such proposals is “basic”. If any mistake is made during the preparation of the CP, the guarantees that a potential client or partner will read it are minimal.

That is why the preparation of the proposal is focused on three risks in connection with which the proposal may end up in the trash can:

The moment of receiving a commercial offer.
The moment of discovery.
Reading moment.

At the first stage, the most important thing is to arouse interest. If this does not happen, then your commercial proposal will end up among the trash.

To attract the attention of a potential client, any acceptable means can be used, correctly used in a given situation. For example, if the proposal is sent by email, you can “hook” the consumer or partner with an interesting topic that will be presented in an original way. If the envelope with the offer is given in person, then you can attract the client’s attention with the scented paper from which the envelope will be made, bright design etc.

Next, it is important to present your proposal as interestingly as possible, but at the same time clearly and without unnecessary “water”. A proposal compiled in this way is called an “offer.” After the first two stages have worked on the client, the main thing is to bring strong convictions that this is an excellent option for him, the most profitable, and he will absolutely benefit from it, etc. Those. Next, you need to apply the current moves from your marketing strategy.

The advantage of the “cold” type of gearbox is that it is designed for mass consumers. But practice shows that personalized offers attract people more.

Hot commercial offer

This type of commercial proposal is sent to the type of consumers, clients or partners who are prepared for this action - they either themselves asked to send them a commercial proposal, or the manager had a conversation with them before. If a proposal of a “cold” type should be stated as briefly as possible, then in the case of a proposal of a “hot” type the situation is completely different. It can be presented in the form of a presentation made in multimedia programs of up to approximately fifteen sheets. Such CPs are also called “warm”.

Read also: How to reduce authorized capital OOO

Components of a commercial proposal

A commercial proposal must be drawn up correctly.

It should inspire confidence and win over the representative company from the very beginning, as soon as a partner or potential client picks it up or starts reading it. How to write a commercial proposal correctly? To do this, it must contain the following components:

A header that will indicate the name of the representative company, its individual tax number, as well as contacts through which you can contact its leader, manager, etc.
Last name, first name and patronymic of the addressee for whom the proposal was made.
An explanation of the purpose for which the paper or email letter was sent (i.e. it must indicate that it is a commercial offer).
The day, month and year of the document, as well as its serial number. This is necessary so that the representative company can control the flow of documentation within the company.
Favorable payment terms, the possibility of deferment, the possibility of delivering goods, etc.
Delivery times for goods, as well as their full list and prices.
Terms of provision of services, payment for each of them, Additional services and the final cost of the work calculated along with them.
Photos of each product item, as well as a short description for each item.
There must be a seal of the company presenting the commercial proposal, as well as the signature of the director or responsible person.
The date before which this commercial offer is valid.
Personal contact details of the person responsible for this CP.

How not to spoil the CP

How to write a commercial proposal in such a way as not to spoil anything? To do this, you should adhere to the following rules:

Use the words “we”, “our”, etc. as little as possible. Focus on the client or partner as much as possible and write “you”, “your”, “thanks to you”. Thus, you draw the attention of the reader to his benefit from the transaction, etc.
Don't send the CP to those who are not interested in it and don't waste your time and energy.
The design of a commercial proposal, which does not make you want to even read the letter, is inappropriate.
The volume of CP is too large.
Providing a CP to a person who in no way influences the decision to conclude a transaction.

A business proposal template should ideally contain the following phrases:: call me; we are ready to answer all your questions, etc. It would be good if the commercial proposal included reviews from satisfied customers, as well as a list of them. Good example commercial offer looks like this:

A high-quality sample commercial proposal for the provision of services looks like this:

Phrases that shouldn't exist

There are a number of features that must be adhered to when drawing up a proposal. Despite the fact that this document is intended specifically for the purpose of concluding a transaction on the sale of certain goods or services that is beneficial for the contractor, in no case should the following combinations of words be used in it:

We invite you to cooperate with us.
Our commercial offer will interest you.
We offer to purchase from us, etc.

Such phrases immediately scare off both potential and actual clients.

Offer as the main component of the CP

The offer is the most important part of the CP. It should be aimed at arousing interest in the potential client, as well as in the partner, in the offer that he unobtrusively carries within himself. Unobtrusiveness is the main key to success in this case.

The compiled text should contain as much as possible less water, be reader-oriented, and also present to him as profitably as possible all the terms of cooperation with the initiating company or private entrepreneur. In this part of the text, it is important to show the reader that, first of all, this offer is very beneficial for him, to indicate the reasons why he will receive the maximum benefit from concluding this transaction. You cannot directly write about purchasing certain goods from you or using the services you provide.

Today I will try to present you with 7 basic writing rules that will help your message not end up in the “basket”.

I will try to answer these exciting questions:

How to avoid being among hundreds of unread letters?

How to attract and retain attention to a commercial offer?

How to influence a potential client's action?

In addition to studying the 7 rules, it will be useful to read the article to avoid possible errors when creating a CP.

Rule No. 1. Respect for the potential client.

Any request must begin with the information of the person to whom it is sent. Take the trouble to find out how to correctly write the position, company name and initials of the person for whom this document is intended.

The famous American psychologist Dale Carnegie says the following about this: “A person’s name is the sweetest and most important sound for him in any language.”

Therefore, each of your commercial proposals must be personalized.

The standard version of the call looks like this:

"To CEO

PJSC "Pilgrim"

Mr. Sidorov A.N.”

If you were unable to find out the position of the person to whom you are addressing the appeal, you have the opportunity to use the standard wording - “manager”.
PrJSC, LLC, JSC, PE is the official legal name of the company. If you indicate the wrong form of ownership, you will most likely end up in the “basket”.
The last name, first name and patronymic of the manager are the most important in your application. Please pay attention to the correct spelling and declension of the surname. If in doubt and there is no way to clarify, the best option will completely refuse to write your full name. However, I am sure that the secretary of any company will be happy to help you with this issue.

Another common mistake is leaving space for the last name (“________”). I guarantee you that the reader of your commercial proposal will immediately get the impression that this is just another mass mailing.

Rule No. 2. Avoid the banal phrase “Dear.”

This appeal takes us back to distant times Soviet Union. I suggest you be more original. For example, address it like this: “dear.” And it’s even better if you invent a personal, individual and different appeal. And then your potential client is guaranteed to have their eyes fixed on your commercial message.

Rule No. 3. Be an equal with the client.

Many people are accustomed to starting their address with the words: “Allow me to suggest...”and end with “Sorry to bother you.”».

This is a highly controversial issue. However, my professional, verified and subjective opinion suggests that both are interested in a certain commercial offer. You are not a beggar at a bus stop. You offer a product or service that your client needs. You are in an equal position.

The key to success is “partnership”, which can only be “on equal terms”.

Rule No. 4. The magic of the title.

The first impression of your commercial letter will be formed thanks to a competent address and an attractive headline. It is the headline that will either hold the reader’s attention or send the letter to the ill-fated “trash.”

The title should howl:

- intriguing;

— presenting benefits;

- laconic.

For example:

Do you still have to spend over $100 a month on office equipment maintenance?”

Or this option:

“Dear Alexander Nikolaevich!

Do you want to know an easy way to save $1,200 a year?”

Believe me, a businessman will not miss the opportunity to find out options for possible savings. Company directors are always interested in cost optimization.

Rule #5: Pay more attention to the client than to yourself.

“We” is the key word used in most business proposals.

However, psychologists say that a person is too self-centered to read or listen about someone for a long time. Any person is interested in what he will have, and not what you can.

That’s how a person works, well, he won’t be interested in reading about your successes and achievements. Therefore, place more emphasis on “You”. This is guaranteed to keep the reader's attention on your commercial message.

The following formulations always work effectively:

- You will feel it.

— You will be able to receive.

- You'll save money.

- You protect yourself from.

Rule #6: Talk about benefits, not advantages.

Most commercial offers are filled with a wide list of advantages that they promise the buyer. However, let's look at these advantages:

— a wide range of;

— loyal prices;

— great experience work;

— system of discounts.

All these advantages mean absolutely nothing. They will fit the description of any product or service and any company.

The most important thing, in my opinion, is to move away from banality and standard templates. Your sales pitch should talk about the specific benefits that a potential client will receive.

If you want to talk about your rich experience. Consider how this experience will benefit the client:

For example: “You can entrust us with even the most non-standard work and be confident in its high-quality execution.”

Did you feel the difference? I think it's obvious.

Rule No. 7. Less words, more substance.

The optimal size of your commercial proposal is the size of one, maximum two A4 pages. You should present as much useful and constructive information as possible on one sheet of paper.

In this case, I advise you to focus on numbers. They always look convincing. If you offer financial benefits, indicate the amounts, percentages, differences.

Here's a good example:

"Our many years of experience"

“We have been working in the market for 5 years”

Agree that the second option is much more convincing.

And a bit more practical advice:

- Use short and concise sentences.

- Use small paragraphs.

— Insert bullets, highlights, and lists.

The effective structure of your commercial proposal should look like this:

1. Appeal and intriguing part.

2. Description of the existing problem.

3. Your suggestions for solving existing problems.

4. Focus on benefits.

5. Specific argumentation expressed in numbers.

6. The price of your product or service.

7. Arguments in support of such a price.

Are you sending out commercial offers, but clients don’t call? Or did your boss set the task of writing a CP, but there are no ideas? Then we study the issue, look at examples and learn to create the right commercial proposal, the result of which is not sent to the client’s trash bin, but is reflected in the increasing sales figures of your company.

A commercial proposal (CP) is an offer of services provided by one company to another organization or a specific person. The category of services may include consulting, the sale of a specific product, training of the organization’s personnel, the creation of a website, and an offer for the supply of building materials.

Interaction with a client is a certain chain of actions that must be completed before he makes a purchase decision and pays the invoice.

Companies selling a certain product create their websites, hire managers to call customers, send out offers, create and send product catalogs, develop presentations, and participate in exhibitions. Each of the listed actions performs its functions in common system sales, pursues its goals and must achieve certain results.

The commercial offer in this chain also has its place and performs specific functions:

attracting the attention of a potential client to the service provided by the enterprise;
generating interest in the information presented in the document and in the product offered;
stimulating the desire to purchase a product.

By and large, a commercial proposal is an informational occasion that can be discussed with the client, which means it is a method of “opening doors” to a potential partner’s company.

Types of commercial offers

CP sent to clients on different stages sales differ in goals and expected results.

It is sent to complete strangers to potential buyers with whom the sales manager has had no prior contact.

Its main characteristics:

standard text for clients with an emphasis on the product or service offering;
short in volume, and, as a rule, created on one sheet;
sent en masse, which resembles a spam mailing.

Such an offer will “hook” those customers who have formed a need for the product even before they received the letter.

"Warm" CP

Such an offer is sent after a preliminary call to the client. As a rule, the conversation was short. To complete it faster, it was easier for a potential buyer to request a commercial proposal than to listen to information about a product that he does not yet need or simply does not have time to communicate.

As a result, the sales specialist sends a letter to the potential client, referring to the agreements reached over the phone. By and large, this is still the same “cold” client, but the first contact has already taken place with him. Based on the results of the sending, it becomes possible to call again and clarify whether he is ready to discuss the information voiced in the proposal. This CP is individual, unlike the “cold” version.

If at the time of the manager’s return call the client has not read the letter, then you can clarify the date and time of the return call. This is how the client begins to get used to communicating with the manager. If he is at least a little interested in the text of the proposal and is satisfied with the communication with the “sales person,” there is a chance to continue the dialogue.

"Hot"

Every client is different. The needs of each of them are individual: some are only interested in the product itself at a low cost, some want to receive the product and delivery, others focus on the quality of the service or product.

At the moment of communication with the client, in the case of correctly structured communication, the manager receives information about the specifics of his needs. And if this happens, then the sales specialist has every chance to make an individual commercial offer that will hit the target. In this case, it is restructured, specific accents are placed, since it is clear which target group the potential buyer belongs to.

The same option is sent out if the client proactively sends a request for a commercial proposal to the company. Often in his address he clarifies what exactly interests him.

Features of the “hot” offer.

Sent individually to a specific person or employee of the company, and his name is indicated either in the body of the cover letter or in the structure of the proposal.
It can be more voluminous, placed on two or more sheets or in the form of a presentation.
The discussion organized by the manager after the client has reviewed the proposal is more substantive and constructive.

Let's give an example of a proposal that can be sent after discussing all the details of cooperation with a partner.

Commercial offer structure

The commercial offer is built according to a certain scheme. Each part has its own tasks. Managers creating this document need to think through each of its structural elements.

The proposal includes the following sections:

title;
offer;
belief;
limitation;
call;
contacts;
P.S.

Heading

The first thing a client sees in a commercial proposal is the title. It will take no more than 20 seconds for a person to read it and make a decision: send the letter to the trash bin or read the entire document. If “cold” offers are sent to customers, then the headline is practically the only chance to interest them.

The commercial offer plays an important role in the promotion and development of the company.

With a correctly drawn up commercial offer, the volume of orders and sales increases, which, accordingly, increases profits.

Types of commercial offers

There are two types of them: “cold” and “hot” commercial offers.

With a “cold” commercial offer, the shipment is made to an unprepared client. In other words, it's spam. People most often are not particularly enthusiastic about such mailings, but main task a commercial proposal is to interest a potential client and ensure that the letter is read to the end. The most important advantage of a “cold” commercial offer is its mass appeal and large audience reach. However, in practice, responses are more responsive from commercial offers coming to a specific, specific person.
The second type of commercial offer is a “hot” offer, which is sent at the request of the client himself or with whom negotiations have already been conducted. Recently, a commercial offer in the form of a presentation has become increasingly popular.

Commercial offer structure

It is advisable for each company to have its own commercial proposal template.

Title. It plays a huge role, especially with a “cold” commercial offer. The title should be catchy, intriguing, attract maximum attention and make you want to read the entire letter.
Offer. On at this stage It is necessary to arouse the interest of the recipient of the letter with the potential benefit for him so that he continues to read the offer letter.
Belief. Here you need to convince the client that he needs this particular product (service), and he must place the order through the company that sent the letter.
Limitation. Many people forget about this point, but it is necessary. On a subconscious level, it forces a person to study the product more carefully (if the quantity of goods in the commercial offer is limited) or to immediately focus on the timing (if the commercial offer is valid only for a certain period).
Next comes the call. It should be short but strong, calling for a specific action.
Don't forget about your contacts and provide as complete information as possible.

In your commercial proposal, try to include reviews of the company’s work, visual images, and photographs.

And remember that a correctly drawn up commercial proposal is already half the success!

Below is a standard form and a sample commercial proposal template, a version of which can be downloaded for free.

How to write a commercial proposal: 4 document types + 5 text requirements + 10 design tips + 3 stages of drafting + successful and unsuccessful samples.

What is the professionalism of the seller?

The ability to sell the maximum amount of goods.

That is why store sellers, who work for a percentage of sales, begin to charm the client as soon as he enters their store, describing in vivid colors the products that interest him.

Large transactions are carried out according to a slightly different pattern: here the main role is played by the commercial proposal (CP), which helps to distinguish your product or services from many similar ones.

That is why any seller should know so that it will interest a potential client from the very first lines and lead to a transaction.

What is a commercial proposal and how to write one?

What supplier does not dream of a major deal with a company, thanks to which it is possible to significantly increase sales and, accordingly, income?

Yes, everyone dreams!

It would seem that you have a deal in your pocket: your goods/services are of high quality, prices are reasonable, and you offer good terms of cooperation.

But here’s the problem: after you sent a letter with your commercial proposal, you are not even invited to attend and the contract goes to another company.

Why does this happen?

Because you didn’t know how to create a competent commercial proposal that would hook the consumer from the first lines.

A commercial offer is main document seller.

This is a kind of marker of the professionalism of the entire company.

And, if this paper is drawn up illiterately, tediously, long, untidy, funny, then your company will earn the same reputation.

Would you like to have an illiterate and unkempt partner? I doubt it very much.

Many companies don't bother to carefully write a commercial proposal:

Considering that you can just send your price list.
Being lazy to rewrite the old commercial proposal, although the company has long since changed and the range of its services has expanded.
Using poor document samples that do more harm than good.
Not understanding the difference between different types KP.
Sparing money on a good marketer and copywriter.

And then the managers are surprised: “How can this be? We sent our commercial offer, but they didn’t even call us back?”

Yes, that’s why they didn’t call back because you didn’t try to draw up this key document for each organization, but did everything “anyhow.”

But if you familiarize yourself with the basic rules for writing a commercial proposal and are able to create a model worthy of imitation, then increase your income and give a new impetus to the development of the company.

How to write a commercial proposal: 4 main types of documents

You cannot be so careless as to think that you can make one commercial proposal and send it to different clients for years.

This is the main mistake of many entrepreneurs - they do not know the difference between different types this important document and do not want to take the time to study their potential client.

But both are very important for the success and profitability of a business.

1. Cold offer

You receive cold commercial offers by mail every day - sometimes your mailer classifies them as spam and sends them to the appropriate folder.

Precisely because the appeal is not personalized, does not take into account the consumer’s personality and is sent to everyone, it rarely works.

But there are exceptions to this rule.

For example, you thought that it was time to improve your spoken English, but due to lack of time you still couldn’t find a school or a tutor.

And here you are Mailbox a letter arrives with the subject: “Have you been wanting to? And we know how to do it quickly and inexpensively.”

Naturally, you will open such a letter and not immediately delete it, and if this commercial offer (a similar letter could have been sent, for example, by a language school) interests you, moreover, you will become their client, this will mean that the cold commercial offer It worked.

It is for such casual clients that this type of document is designed.

2. Hot offer

This is a completely different type of CP, because it is sent to an already prepared client who is waiting for it.

Such an email has a much lower chance of ending up in the trash unread.

A hot commercial offer must be drawn up and sent when:

you learned through your channels that a certain big company wants to change supplier (this is exactly how they work advertising agencies in the USA - they try to be the first before others find out about it);
the potential buyer directly told you that he was waiting for your offer (he could have seen the advertisement and called, or you yourself contacted him to ask for cooperation).

You need to draw up a hot proposal extremely seriously so as not to miss your chance to conclude a contract and increase profits.

You won't have another chance to make a positive first impression of your company.

3. Standard commercial proposal

Your task is to compose a competent document and send it to all your potential clients. For example, you are a tour guide.

To conclude an agreement on fruitful cooperation, you need:

make a competent commercial proposal;
find out the email or postal addresses of everyone travel agencies In your city;
send them letters;
wait for someone to be interested in your offer and call back.

Naturally, you draw up a standard paper with one text for all your potential employers.

4. Individual commercial offer

Such a document should be drawn up when you want to conclude a cooperation agreement with a specific buyer, and you are not very interested in the rest.

To intelligently draw up an individual commercial proposal, you need:

Research your potential partner.
Understand what exactly might interest him.
Present your company in the most favorable light.
Describe all the benefits of working with you.
Address in a personalized manner: instead of “Dear colleagues!” write “Dear Ivanov Ivan Ivanovich.”

15 rules for writing a commercial proposal

In order to correctly draw up such an important document for every company, you need to find good example commercial proposal and take it as a basis.

And also learn by heart the basic rules for drawing up this paper.

Rules for drawing up the text of a commercial proposal

Naturally, the main thing in the Communist Party is its text.

It is the words you use to describe the benefits of working with you that determine whether the buyer will respond to your request for cooperation or not.

To make the most competent commercial proposal, you should:

Speak the client's language.

Each field of activity operates with lexical units and terms that are familiar only to professionals.

Your task is to emphasize that you are a professional.

Speak clearly and to the point.

There is no need to make the introduction half a page long.

Contact the client and immediately take the bull by the horns.

In pursuit of beautiful text, do not forget about its usefulness.

Of course, you want to impress a potential client, so you make sure that the text sounds smooth and beautiful.

This is important, but it is much more important that this text is useful to the buyer and answers all his questions.

Use facts and figures.

Tell us about the achievements and victories of your company, calculate how much the client can save if he starts cooperating with you, etc.

Don't get too clever.

Yes, it’s great that you, as a professional, know so many terms and are proficient business style perfectly, but don’t overload the text with all this.

Maintain a sense of proportion: the client should easily understand what is being said, and not wade through the terminology, feeling like an idiot.

Rules for making a commercial offer

You should not think that if you have carefully worked on the text of the CP, then you can not give a damn about its design.

But even before the recipient of the letter begins to read it, he will evaluate it visually and, if he sees the crooked layout of the text, a solid towel without indents or paragraphs, dirty paper and other shortcomings, then he may well not read this example of sloppiness.

Here are the basic rules for preparing a commercial proposal:

Choose a simple, concise font (no curls) and a size no larger than 16 point.
Stick to one writing style: You can't start with a conversational, provocative style and then move on to dry business language.
To make the text easier to understand, do not forget about indents, paragraphs, frames, lists, bold or italics key points etc.
Don’t try to make a commercial proposal that is too large - no one can handle this 30-page abstract - 1-2 pages will be enough.
Place your company logo on the first page near the header.
You should not overload the “header” by indicating everything in it at once; it is better to place the details and contacts at the end of the text.
Align the text of the document, preferably “width-wise”.
Place your message to the potential buyer in the center of the page.
Be sure to sign the CP, deciphering your signature and indicating your position.
If you are sending a document by regular mail rather than email, use beautiful paper and envelope, and make sure there is ink in the printer - unclear letters will not make a good impression.

To write a competent and selling commercial proposal,

Please also read the information presented in the video:

Sample commercial proposal

Drawing up a commercial proposal is not so difficult if you have before your eyes a sample document that has already worked, helped to get new clients and increase the company’s profits.

Here are the steps you should follow to create an excellent commercial proposal:

Research your potential client.

You don't have to focus on one client; you can work with several at once.

For example, you need to find a market for the baked goods your bakery makes.

You study the 5 largest stores that do not have their own bakery in order to send them an individual commercial proposal.

You don’t have to write 5 different samples, just use the existing skeleton to build on the information you receive about the client in order to interest him.

Write the main text.

It starts with who you are and what you offer.

Then move on to list the benefits that the consumer will receive if he begins to cooperate with you.

Towards the end, be sure to use an inciting form of the verb to provoke the client to action.

For example: “Call us today and get a 20% discount on all services” and the like.

At the end, don’t forget to put your details, contact information and signature.

Work on the design of your commercial proposal.

You already know how to beautifully design your document.

Can be used to highlight text for easier perception various colors, font sizes, etc., just don’t overdo it so that the sentence doesn’t look comical and frivolous.

If you send a cold CP and do it using Email, think over the subject of your letter so that it is not deleted as spam without even reading it.

You can, for example, focus on financial benefits: “A chance to save 5,000 rubles a month on computer maintenance.”

Some good commercial proposal samples

Bad business proposal example

Since you already know what a good CP should look like, let's talk about what not to do if you are interested in success.

A good commercial proposal sample should not contain:

Slang, vuzgarisms, obscene language, undecipherable abbreviations.
Incomprehensible moments, unfinished sentences, ellipses (you are not writing a detective story or an essay on a free topic, but composing a serious paper).
Sexual and indecent hints, unless you imagine an erotic toy store or some kind of porn site.
Jokes and humorous sketches, especially if your sense of humor leaves much to be desired.
Lies and empty promises that you will never be able to fulfill - serious people have nothing to do with such liars, and they will also create such a reputation for you that you will never be able to sell anything else.
Exaggeration: even if you really want to make the best impression on your potential consumer, you shouldn’t write: “We have already helped millions of customers run cool advertising campaigns,” when the number of your real clients does not number even a dozen.
Provocations on religious, national, racist and other sensitive topics.
Negative: “You are unhappy, you are depressed, you are suffering, you are thinking about suicide,” etc.
Excessive narcissism and narcissism - you should interest the buyer, and not make him think: “Oh, with such cool people we are out of our way, we should find someone easier.”
Water – less empty words, more specifics.

This example of a commercial proposal cannot be called too successful, because it is overloaded bright colors, small details and contains too many lyrics: