世纪商务英语写作训练Lesson-4-Sales-Letters.ppt

Lesson4SalesLetters,销售函,FocusesofLesson4,GuidelinesinwritingasalesletterFourstepsinwritingasalesletterSamplesUsefulsentencepatternsPractice,Lead-in,Readthefollowingtwo-pageppt,thenconcludesomefocusesoftheintroductiontosalesletter.,Lead-in,Saleslettersispersuasivewriting.Thepurposeistogetsomeonetodosomething,forexample,topersuadeconsumerstogranttherequestortospendtime,money,etc.Usually,saleslettersarewrittenintheindirectapproachsincetheyaredirectedtoconsumersorpotentialcustomerswithoutinvitation.Whenwritingasalesletter,youmustdemonstratethattheactionyousuggestservestheneedsofthereaders.Inotherwords,youshouldmakethereadersrealizethatnotonlytheproductorserviceisgood,butitisgoodforthem.,Lead-in,Inpreparingsalesletters,however,youshouldfirstofalldeterminethecentralsellingpointsandbenefits.Sellingpointsmeansthemostattractivefeaturesofaproductorservice;consumerbenefitsmeanparticularadvantagesbuyerswillrealizefromthosefeatures.Wecanidentifysellingpointsandbenefitsbyanalyzingtheproductandthepotentialbuyers.,HowtoWriteaSalesLetter,Awell-writtensalesletterusuallyconsistsofthefollowingfoursteps:1.TogetthecustomersattentionorcuriosityAsabusinesswriter,youreadvisedtobeginasalesletterwithaquestion,aquotationorastatement.Forexample:DoyouknowwhyChinesefoodisoneofthebestintheworld?WhynotenjoythecolorfulspringbyjoiningtheRainbowTouristGroupafteracompletelybusywinter?,HowtoWriteaSalesLetter,MarkTwainsaid,“Thesecrettosuccessisfindoutwherethepeoplearegoingandgettherefirst.”Wehavefollowedthiswisesaying.“Wefinddelightinthebeautyandhappinessofchildren.”RalphWaldoEmerson.Whatdoyouwantforyourchildren?Abetterworld?Ahappierlife?,HowtoWriteaSalesLetter,Imgoingtoletyouinonmysecret.Thissecretcouldmakeyouhundredsofextradollarsperweek.WeareverypleasedtoannouncethereleaseofournewstylecottonT-shirts.Nomatterwhichwayisadopted,itssuggestedthatthebeginningofasaleslettershouldbelogicalandappropriate.,HowtoWriteaSalesLetter,2.ToarouseinterestInthisstep,youneedtopresentconvincingevidenceofthevalueoftheproduct,service,orideassothatyouraudiencewilldevelopadeeperandmoresustainedinterestthanheorshehadatthestart.Thatmeansyoushouldsupportwhatyousaybyevidence,orfavorableopinionsfromothercustomers.Youmightalsoofferaguarantee,ordemonstrateprizesandawardsyourcompanyhaswon.Forexample:Wearesosureyouregoingtoloveourcoffeethatwereofferinga100%moneybackguarantee!Ifyouaredissatisfiedwiththisproductinanyway,simplyreturntheunusedportionandwewillcheerfullyreplaceorrefundyourorder.,HowtoWriteaSalesLetter,Astheoldestbusinessschoolintheworld,Whartonhasbeenatthefrontieroffinance,internationalbusiness,management,strategyandmarketing.Drivenbyafacultywithunparalelleddepthandbreadth,Whartoncontinuestohelporganisationsnegotiatethetrickyturnofourincreasinglyglobalenvironment.,HowtoWriteaSalesLetter,3.ToinspirethecustomersdesireYoucanmakethereaderseehimselfenjoythebenefitsofyourproductandservice.Inthisstep,youcanclarifytheadvantagesofyourproductorservice.Youdbetterimpressyourreaderwithoneortwoadvantages.Forexample:Thechiefadvantagesofowningyourowncarpet-cleaningmachineisitsreadyavailability.Themoreoftenyoucleanyourfloor,thelesslikelyyouretoseedirt.,HowtoWriteaSalesLetter,4.ToencourageactionThismeansconfidentlyaskingfortheaudiencescooperationandspecifyingactionstobetakenbytheaudience.Asawriter,youmustpersuadeyourreadertotaketheactiontovisityourcompany,toreceiveyourrepresentatives,toplaceanorder,orclickyourwebsiteontheInternet.Noticetheuseoftheimperativesentenceswiththeverbs“call”,“ask”,“speak”,“start”and“send”.Theshort,forcefulverbsliterallyurgethereadertotakeimmediateaction.Forexample:Callustoll-freeat67382222toplaceyourorder,ormailusyourcheckorcreditcardnumber.(imperativesentence),HowtoWriteaSalesLetter,Bysendingthecardbefore24May,youwillobtainaspecialdiscountof5percentatourintroductorystage.(specifyaction)FourDontswhenwritingaSalesLetter:1.DontExaggerate.2.Dontbelittleyourreader.3.Dontballyhoo(哗众取宠，大吹大擂）4.Dontspeakillofyourcompetitors.,SampleAnalysis,Readthefollowingtwosamples,thenthinkabouthowdothetwolettersstart;howdotheauthorsconvincereaders.Trytostatethefeaturesofthemandsumuptherequirementsforasalesletter.,SampleAnalysis,Sample1:DearSirs:MarkTwainonceremarked,“Alwaysdoright.Thiswillgratifysomepeople,andastonishtherest.”Perhapsthisisoneofthereasonsourphoenixissopopularamongthecarowners.Doingrightbyourcustomersandtheircarsistheobjectwehavebeenpursuing.Butitisnottrickybecauseyourmendingshopiswellequippedtokeepcarsinaperfectrunningcondition.,SampleAnalysis,Ourup-to-datefacilities,advancedtoolsandgenuinepartswillprovideyouwithimmediate,quickandconvenientservice.Thestaffherearebornmechanics;visitorsandcustomersarealwayswelcomedtothoroughlyinspecttheirperformance,andtheywillbeproudofit.Everycustomerwhocomeshereisourfriend;youwillfeelatease,andlikeit.Sodriveinsometime,andletthecardoctorsexaminewhetherthereisanysymptomsofneglect.Youwillreceiveourpromptandpersonalattention.Besides,thediagnosiscostsyounothing.Franklyyours,SampleAnalysis,Sample2:DearSirs:Doyouwanttoknowwhathashappenedrecentlyintheworldbusiness?Orwhatmakeslargecorporationsabigsuccess?Andhowtomaintainandenlargeyourmarketshare?GetalltheseinformationandexpertisewithaspecialintroductorysubscriptiontoWorldBusinessReview.Forjust$5,youcanget6fullpagesofinformationandexperience-packedissues.Thatis25%offtheregularprice.Anydissatisfactionhavingoccurred,wearegladtoterminateyoursubscription.Dontmisstheopportunity!Getthefactsandinformation.GetWorldBusinessReview.Totaketheadvantageofourspecialoffer,simplycallusarreturntheenclosedcard.Yours,UsefulSentencePatterns,Wouldyouliketoreduceyourrisingdomesticrawmaterialcosts?WhynotenjoythecolorfulspringbyjoiningtheRainbowTouristGroupafteracompletelybusywinter?Ifyourelookingforideastomakeasignificantdifferenceinyourbusiness,youwontwanttomissourSaturday,April18networkingmeeting.Haveyoueverfeltanythingquiteassoftandquiteasstrong?Welearnedthroughamutualbusinessassociatethatyoumightbeinterestedinsomeofournewlyintroducedproducts.,UsefulSentencePatterns,6.Hereisachancetoshowhowhandsomeyouarebywearingournewstyledress.7.Ifourlineofbusinessmatchesyourneeds,pleasefeelfreetocallorwriteus.Wewouldbemosthappytoassistyouinanywaywecan.8.Completetheformenclosedrightnow.Thisofferexpires6p.m.,July20,2005.Dontmisstheopportunitytoenjoythefinestcannedfoodyouwillevertaste.9.BrochuresontheQuickscanscannerareavailableuponrequestandsalesofthescannerwillbeginonApril2.,HaveaTry,Situation:ChunLan,oneoftheoldestair-conditionerplantsinChina,hasjustdevelopedanewmodel.Nowyoureaskedtowriteasalesletter,introducingyournewair-conditionertoyourpotentialcustomers.,Sample,DearSirorMadam:Ifyouneedanair-conditioner,buyChunLanslatestmodel.Why?Becauseitsdurabilityisabouttwotimesthatofotherair-conditioners.Whatsmore,thepriceisatleastfiftypercentlower.Inthepastdecades,agreatnumberofair-conditionerplantshavecomeandgone.ButChunLanhasconstantlygrownandmadestrikingprogressinsalesandprestige.BackofeveryChunLanisoneofChinaslargestfactoriesproducingair-conditioners.BackofeveryChunLanisthecapableengineeringstaffthatyouwillfindin,noothers.PleasewriteontheenclosedcardthenamesandaddressesofthosewhomightbeinterestedinlearningmoreaboutChunLan.Thankyouverymuchforyourtime.Sincerelyyours,Dearsirs: