SALES LETTERS 销售信函.ppt

SALESLETTERS,PERSUASIVEWRITING,PERSUASIVELETTERS,Thesedocumentsrequiremuchthoughtandeffortbecauseyouaretryingtoconvincesomeonetodosomethingsuchasbuyingaproductorservice,donatingtimeormoney,orreplacingdamagedordefectivemerchandise.,Yourlettersshouldbeinductively,orindirectly,organizedYouwanttostateyourcasebeforeaskingforanythingThreedifferenttypesoflettersarepersuasiveinnature.1.TheSalesletter2.ThePersuasiveletter3.Persuasiveclaimletters,Withallthreetypesofpersuasiveletters,certainguidelinesapply:,1.Gainthereadersattention2.Definetheproblemandtheproposedsolution(ingeneralterms)3.Explainhowthereadercanhelp4.Endwithanaction-orientedclose,SALES,Thesalesletterisanopensolicitationforacompanysproductsorservices.Becausemostsaleslettersaremass-produced,writersoftenattemptapersonal,friendlytonetooffsetthefactthattheselettersareunabletotargetanindividualreader.Peoplearemorelikelytoreadsomethingtheycanquicklyscanthrough,asopposedtolong,difficultparagraphs,SALESCONT.,Otherdevicesusedinsaleslettersareboldstyle,lists,capitalization,exclamationpoints,andlotsofnumbersandfigures.Thetoneofthesalesletterisusuallyexcitedandveryfocuseduponthereader,Thefollowingisalistofguidelinesforwritinganeffectivesalesletter,1.Beginwithanattention-gettingstatement.Oftenattention-gettersarephrasedasquestions(“Whenwasthelasttime?”),asstartlingfacts(“Didyouknowthat?”),orasanecdotes(“Yourewalkingtolunchoneday,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,andbesurethatwhatyoureaskingthereadertodoiseasyandimmediate.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,describethecomputerroomandhowitwouldfunctionforthestudentsbenefit,CONT,3.Next,focusonhowthereadercanhelpwiththeproblem.Remembertotargetthereadersconcernsratherthanyourown;theymaybedifferent4.Discussbothtangibleandintangiblebenefitstothereader.Tangiblebenefitsincludetaxbreaksormembershipsfordonations;intangiblebenefitswouldbeprestige,exposure,andgoodwill.,CONT,Yourcloseshouldbeaction-oriented.Setupthenextstepintheprocess.Beassertivewithoutbeingobnoxious.Forexample,ifyouclosebysimplysaying,“Ihopetohearfromyousoon,”youprobablywont.Butifyousay,“Illcontactyounextweektogetyourfeelingsonthismatter,”youletthereaderknowthatyoureseriousabouthisorherhelp.Ontheotherhand,sayingsomethinglike,“Illbeatyourofficeat8:00a.m.Mondaymorningtocollectyourdonation”isbothpresumptuousanddemanding.,PERSUSIVECLAIMS,Mostcompaniesrespondpositivelytoaninitialclaimsletter,eitherbecausetheproductisunderwarrantyorsimplybecauseitsmoreeconomicallyfeasibletograntthecustomersrequestthattorefuseandrisklosingacustomer.However,youmightfindyourselfinasituationwhereyourproductisnolongercoveredbyawarranty,yetyoufeelthatthedamageordefectisinnowayyourfault,andyouwantsatisfaction.Ifthisisthecase,thedirectapproachmightnotworktoyouradvantage.Instead,trytheindirectapproachbyexplainingyoursituationbeforeaskingforaction,Usethefollowingguidelinestowriteapersuasiveclaimsletter:,1.Useaneutralbeginningbyexplainingwhathappenedingeneralterms.Avoidanaccusingtone.Youshouldcomplimentthecompanyifyouvebeenhappywithitinthepast.Youropeningmightsoundsomethinglikethis:“WehaveusedDelilahluggageforyearsandhavecometoexpectareliableanddurableproduct.However,recentlywepurchasedalarge,soft-sidedsuitcasefromyourTopperlinethathadaripinthelining.Wedidntdiscovertheripuntilwehadthesuitcaseforamonth-and-a-half.WhenwetookthesuitcasebacktoWinansDepartmentstore,wherewehadpurchasedit,thesalespeopleclaimedthatitwastoolatetogetarefund,andtheywereunabletoreplaceitbecausetheywereoutofstock,”,CONT,2.Inthebodyparagraphs,providemoredetails,suchasdates,modelnumbers,serialnumbers,andnames.3.Stateyourcasefactually;accusenoone,evenifyoufeelthatyouvebeentakenadvantageof.4.Confidentlyrequestexactlywhatyouwouldlikedone.Letthereaderknowhowyoufeelwithoutusinganangrytone.Youcanexpressyourfeelingsofdisappointment,dismay,orangeriftheyreexpressedcalmly.,CONT,Statewhenyouwouldliketohearbackfromthecompany,orgiveadatebywhenyouneedyourrequestgranted.Ifpossible,endwithagoodwillstatementtoindicateyourcontinue