salesletter推销信得写作方法.ppt

RelatedWordsIntheNewsReport,HongKongsFinancialServiceDevelopmentCouncil香港金融服务发展委员会foreignexchangereserve外汇储备dual-currency双币的IPO(InitialPublicOffering)首次公开发行trustlaw信托法cement加强，巩固AmChamHongKong香港美国商会,SalesLetter,Definition,Asalesletterisapieceofdirectmailwhichisdesignedtopersuadethereadertopurchaseaparticularproductorserviceintheabsenceofasalesman.IthasbeendefinedasAformofdirectmailinwhichanadvertisersendsalettertoapotentialcustomer.Itisdistinctfromotherdirectmailtechniques,suchasthedistributionofleafletsandcatalogues,asthesaleslettertypicallysellsasingleproductorproductline,andfurthertendstobemainlytextualasopposedtographics-based.,Itistypicallyusedforproductsorserviceswhich,duetotheirprice,areaconsideredpurchaseatmediumorhighvalue(typicallytenstothousandsofdollars).,Asalesletterisoften,butnotexclusively,thelaststageofthesalesprocessbeforethecustomerplacesanorder,andisdesignedtoensurethattheprospectiscommittedtobecomingacustomer.,Sincetheadventoftheinternet,thesalesletterhasbecomeanintegralpartofinternetmarketing,andtypicallytakestheformofanemailorwebpage.Itsveryimportantforustolearnhowtowriteasalesletter.,BasicStandards,IdentifyandlimityouraudienceUsereaderphychologyDontbeaboreoraboastUsewordsthatappealtothereaderssenseBeethnical,AIDAformula,AttentionInterestDesireAction,Attention:getthereadersattentionUserswantquickandeasythings.Youhavetograbprospectiveattentionanditshouldbeimpressiveenoughtoattractthemtoreadfurther.,ComlimentyourreaderApealtothereadersego,butnotusingfalsepraises.,Sixtechniques:,Offeragiftlurereadersbysavingmoneyorgettingasecondproductathalfprice.,Askaquestionthatyourreader(s)willwanttoseeanswered.Avoidgeneralquestions,wouldyouliketomakemoney?.AnsalesletteronWorkwellsoftwell,Doyouknowhowmuchmoneyyourcompanylosesfromrepetitivestraininjury?,Introduceacomparisoncompareyourproductorservicewithconventionalorstandardones,announceachangelinkyoursalesoffertoacurrenteventthatwillpositivelyaffectyourprospectivebuyer,Useahow-tostatementwecanshowyouhowtoincreaseyourplantgrowthupto91%/Thisishowtoprovidenourishinglunchesforlessthaneightycentsaperson,Interest:highlighttheproductsappeal,thesalesletteronWorkwellsoftware.Workwellcansolveyourproblemswithitseasy-to-useExerciseProgramSoftwarethatwillautomaticallymonitorthetimeemployeesspendattheircomputersandalsomeasurekeyboardactivity.Aftereachhour(orthespecifiednumberofkeystrokes),Workwellsoftwarewilltakeyouremployeesthroughaseriesofexercisesthatwillhelppreventcarpaltunnelsyndrome（腕管综合症）andstrains.,Desire:showthecustomertheproductsapplication,Descriptionsthatemphasizeefficiency,usefulnessconvenienceandeconomySpecialfeaturesthatmakeyourproductorservicemoreattractive.Testimonials（证明书）orendorsements(认可）frompreviouscustomersorspecialists.Guarantees,warranties,servicesorspecialconsiderationsthatwillmakeyourcustomerslifeeasierorhappier,freehomedeliveries,supplytherightevidence,mentionthecostsunobtrusively（不冒失地）Relateprices,chargesorfeestobenefits.Virtuallymaintenancefree,yourReelShutters（钢百叶窗）alsooffersubstantialsavingsinenergycostsbyreducingyourlossthroughradiationbyasmuchas65%.andthatlowersyourutilitybillsby35%.,Action:endingwithaspecificrequestforaction,Respondandberewardedisthebasicmessageofthelastsectionofyourletter.Tellreadersexactlywhatyouwanttodoandbywhen.linkbenefitsthecustomerswillreceivetotheirresponses.,AuthorizeadeductionVisityourbusinessTakeatestdriveParticipateinameetingFilloutapledgecard(质保卡）RespondviatheinternetSignanorderblankReturnaformbyprovidingastampedandaddressedenvelope,Appreciation:SalesLetterMusicAlbum,August5th,2008December05,2005DearReader:DidyouknowthatFRHMagazinewasalsoinvolvedinmusic?Thismightsurpriseyou,butyourfavoritemagazineactuallyhasCAREFORYOU,amusicespeciallymadeforyou.,AskaquestiontoarouseinterestTocreatecuriosityandmeetpublicsneeds.,Thealbumscontentandsentimental.Clarifythebenefitsoftheproduct.purelisteningpleasures-pointoutthemusicsroleplayedinlife,WecallthealbumCAREFORYOUbecausewheneveryouneedmusictocalmyou,toliftyourspirits,orjusttoenjoy,hereswhereitwillbe.Heresmusicthatoffershoursandhoursofpurelisteningpleasuresmusictounwindwithattheendofabusyday.,Heresmusicforthosequietertimeswhenyourewithsomeonespecial,inareflectivemood,sippingcocktailsattwilight,havingintimatedinnerorentertainingasmallgroupoffriends.Hereare25exquisitelymelodicsongsfromthesentimentaltothesoothingincluding:,Makeexamplestodisplaytheeleganceofthemusic-suitablefortheupperandmiddleclassintheleisuretime,BecauseofYou,ItMightbeYou,SavetheLastDanceforme,HelloitsMe,StandbyMe,IveBeenLovingYouTooLong,WhenINeedYouAllsuperbperformancesandarrangementsthataresmootherthanyouveeverheardbefore.,Tomakealistforchoosingthecontentoverall.Makealittleexxaggerationtopresentthesuperbqualiyofproduct.,FRHMagazinerecordingsareproductsofprecisecraftsmanshipandthefinestmaterialsavailable.Thelatestadvanceinhighfidelitysoundproductionhasbeenusedintheirmanufacture.,Withgoodreputationbefore,wecanuseittoensurethequality.Thelatesttechologhy-attacteveryonesattention,Guarantation-alwaysmakepeoplecomfortableandsafety.,AndFRHMagazineoffersyouthisguaranteeif,inspiteofstrictqualitycontrolinspections,adefectiverecordorcassetteslipsthrough,youonlyhavetoreturnitwithinamonthofreceiptandyougetanimmediatereplacement.,Thinkaboutit:CAREFORYOUoffersyoupopularmusicinaromanticveinon5stereorecordsorcassettes25bestsellingsongs,freshlyperformedbytoporchestrasandvocalgroups!Thepriceisevenabigger,pleasantersurprise:Only$150!,Usethecombinationofpriceandbiggerbenefitsofproducts-makethepricemucheasieracceptbyothers.,Thisoffer,however,cannotlastlongenoughforallFRHM