商务英语写作Cha.ppt

Sales Letters Pages 110-129,Chapter Seven,Contents,About Sales letters Steps and Guidelines of writing sales letters Tips of Donts Sample Analysis Useful Sentence Patterns Exercises,About Sales letters,Sales letter is persuasive writing. The purpose is to get someone to do something, usually to buy the product or service. Usually sales letter are written in the indirect approach since they are directed to customers or potential customers without invitation.,When writing a sales letter, you must demonstrate that the action you suggest (buy the product or service) serve the needs of the readers. These needs may include: The need for entertainment The need for safety The need for socializing The need for health The need for knowledge The need for comfort The need for fame The need for more free time,Satisfying those or other needs may create interests to the readers. If your product or service proves to be good enough, it should be linked to certain need that has already been felt by the readers. In other words, you should make the readers realize that not only the product or service is good, but also it is good for them.,Four steps of writing sales letter,To get the customers attention or curiosity. You need to think about in what logical, appropriate way you can win a little favor with reader at the startenough that he or she is willing to read on. To arouse interest. You need to present convincing evidence of the value of the product, service, or idea so that your audience will develop a deeper and more sustained interest that he or she had at the start. In this stage, you are not trying to make the salesimply paving the way. .,Four steps of writing sales letter,To inspire the customers desire. Desire comes as the natural result of increased interest. Make the reader see himself or herself enjoying the benefits of your products or service. Your reader wants what you have to sell. To encourage / motivate action. That means confidently asking for the audiences cooperation and specifying (state explicitly or in details) actions to be taken by the audience.,Notes: In preparing sales letter, you should first of all determine the central selling points and benefits. Selling point means the most attractive features of a product or service Customer benefits mean particular advantages buyers will realize from those features. Selling points and benefits can be identified by analyzing the product and the potential buyers.,Tips of Donts,Dont exaggerate. A truth needs no stretching. The reader knows you are taking him for a ride. You fool only yourself. Dont belittle your reader. Be frank and polite to him or her. You have to understand that the person humiliated is never your friend or client.,Dont ballyhoo. Thunder is only a big noise; a bolt of lightning gets attention. Dont speak ill of your competitors. Show the readers what you can do, not what others cannot do.,Sample Analysis,The following two letters are written according to the writing principles mentioned above. Now read the letters and try to figure out how the principles are applied to them. The question after the letters might help you accomplish the task.,1. What is the purpose of each letter? 2. How do the authors achieve their purposes? 3. Are the letters written in direct order or indirect order? 4. List the outlines of the letters 5. How does the author organize each of the letters? 6. How do the authors ge