SALES LETTERS 销售信函.ppt

SALESLETTERS PERSUASIVEWRITING PERSUASIVELETTERS Thesedocumentsrequiremuchthoughtandeffortbecauseyouaretryingtoconvincesomeonetodosomethingsuchasbuyingaproductorservice donatingtimeormoney orreplacingdamagedordefectivemerchandise Yourlettersshouldbeinductively orindirectly organizedYouwanttostateyourcasebeforeaskingforanythingThreedifferenttypesoflettersarepersuasiveinnature 1 TheSalesletter2 ThePersuasiveletter3 Persuasiveclaimletters Withallthreetypesofpersuasiveletters certainguidelinesapply 1 Gainthereader sattention2 Definetheproblemandtheproposedsolution ingeneralterms 3 Explainhowthereadercanhelp4 Endwithanaction orientedclose SALES Thesalesletterisanopensolicitationforacompany sproductsorservices Becausemostsaleslettersaremass produced writersoftenattemptapersonal friendlytonetooffsetthefactthattheselettersareunabletotargetanindividualreader Peoplearemorelikelytoreadsomethingtheycanquicklyscanthrough asopposedtolong difficultparagraphs SALESCONT Otherdevicesusedinsaleslettersareboldstyle lists capitalization exclamationpoints andlotsofnumbersandfigures Thetoneofthesalesletterisusuallyexcitedandveryfocuseduponthereader Thefollowingisalistofguidelinesforwritinganeffectivesalesletter 1 Beginwithanattention gettingstatement Oftenattention gettersarephrasedasquestions Whenwasthelasttime asstartlingfacts Didyouknowthat orasanecdotes You rewalkingtolunchoneday when 2 Limityourparagraphstoonlyafewsentences one sentenceparagraphsarenotunusualinsalesletters CONT 3 Introduceyourproductorservice focusingonitsmostattractivefeatures limitthesetotwoorthree Usefactsandfigureswheneverpossibletobackupyourclaims peoplearemuchlesslikelytobelieveyouwhenyourclaimsareunsubstantiatedorexaggerated 4 Talkaboutwhatyourproductorservicecandoforthereader Maintainafocusonyourreader Uselotsofactionverbsandcolorfuladjectivesandadverbs CONT 5 Userepetitiontoemphasizeyourpoint6 Next discussprice Unlessalowpriceisoneofyourbestsellingpoints waittodiscussituntilthemiddleorendofyourletter Compareyourpriceagainstthoseofyourcompetitors Ifyourpriceishigher focusonthegreaterbenefitsyourproducthastoofferasopposedtothoseofyourcompetitors CONT 7 Finallymotivateyourreadertoactimmediately Beclearastohowthereadercanbegintoenjoyyourproduct andbesurethatwhatyou reaskingthereadertodoiseasyandimmediate Trytoconvincethereaderthatheorsheshouldactnow ifyoufailtodothis thereaderwillprobablyputtheletterawayandnevergetaroundtoresponding PERSUASIVEREQUEST Apersuasiverequestdiffersfromasalesletterinthatyouarenottryingtosellsomething butaretryingtopersuadesomeonetodonatetime money products orservices Theorganizationofthepersuasiverequestisalsosomewhatdifferent asisthetone PERSUASIVEREQUESTSCONT Paragraphswillbelongerandmorefocused Youwillwanttoavoidexcitabletoneandattention grabbinggraphicsofthesalesletterOverall thetonewillbemoreformalthanasalesletter Notstuffyorpretentious Hereisalistofguidelinesforthepersuasiverequest 1 Beginwithanattention getterrelevanttothesubjectathand 2 Describetheproblemandthepossiblesolution Itisbestifyououtlinethesolutioningeneraltermsratherthanspecificallytargetingthereaderearlyintheletter Forexample ifyouruniversityneedsanewcomputerroom andyouneedadonationofequipment describethecomputerroomandhowitwouldfunctionforthestudents benefit CONT 3 Next focusonhowthereadercanhelpwiththeproblem Remembertotargetthereader sconcernsratherthanyourown theymaybedifferent4 Discussbothtangibleandintangiblebenefitstothereader Tangiblebenefitsincludetaxbreaksormembershipsfordonations intangiblebenefitswouldbeprestige exposure andgoodwill CONT Yourcloseshouldbeaction oriented Setupthenextstepintheprocess Beassertivewithoutbeingobnoxious Forexample ifyouclosebysimplysaying Ihopetohearfromyousoon youprobablywon t Butifyousay I llcontactyounextweektogetyourfeelingsonthismatter youletthereaderknowthatyou reseriousabouthisorherhelp Ontheotherhand sayingsomethinglike I llbeatyourofficeat8 00a m Mondaymorningtocollectyourdonation isbothpresumptuousanddemanding PERSUSIVECLAIMS Mostcompaniesrespondpositivelytoaninitialclaimsletter eitherbecausetheproductisunderwarrantyorsimplybecauseit smoreeconomicallyfeasibletograntthecustomer srequestthattorefuseandrisklosingacustomer However youmightfindyourselfinasituationwhereyourproductisnolongercoveredbyawarranty yetyoufeelthatthedamageordefectisinnowayyourfault andyouwantsatisfaction Ifthisisthecase thedirectapproachmightnotworktoyouradvantage Instead trytheindirectapproachbyexplainingyoursituationbeforeaskingforaction Usethefollowingguidelinestowriteapersuasiveclaimsletter 1 Useaneutralbeginningbyexplainingwhathappenedingeneralterms Avoidanaccusingtone Youshouldcomplimentthecompanyifyou vebeenhappywithitinthepast Youropeningmightsoundsomethinglikethis WehaveusedDelilahluggageforyearsandhavecometoexpectareliableanddurableproduct However recentlywepurchasedalarge soft sidedsuitcasefromyourTopperlinethathadaripinthelining Wedidn tdiscovertheripuntilwehadthesuitcaseforamonth and a half WhenwetookthesuitcasebacktoWinan sDepartmentstore wherewehadpurchasedit thesalespeopleclaimedthatitwastoolatetogetarefund andtheywereunabletoreplaceitbecausetheywereoutofstock CONT 2 Inthebodyparagraphs providemoredetails suchasdates modelnumbers serialnumbers andnames 3 Stateyourcasefactually accusenoone evenifyoufeelthatyou vebeentakenadvantageof 4 Confidentlyrequestexactlywhatyouwouldlikedone Letthereaderknowhowyoufeelwithoutusinganangrytone Youcanexpressyourfeelingsofdisappointment dismay orangerifthey reexpressedcalmly CONT Statewhenyouwouldliketohearbackfromthecompany orgiveadatebywhenyouneedyourrequestgranted Ifpossible endwithagoodwillstatementtoindicateyourcont