salesletter推销信得写作方法.ppt

1、Related Words In the News Report,Hong Kongs Financial Service Development Council 香港金融服务发展委员会 foreign exchange reserve 外汇储备 dual-currency 双币的 IPO(Initial Public Offering) 首次公开发行 trust law 信托法 cement 加强，巩固 AmCham Hong Kong 香港美国商会,Sales Letter,Definition,A sales letter is a piece of direct mail which

2、is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as A form of direct mail in which an advertiser sends a letter to a potential customer. It is distinct from other direct mail techniques, such as the distribution of leafl

3、ets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based.,It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (typically tens to

4、 thousands of dollars).,A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to becoming a customer.,Since the advent of the internet, the sales letter has become an integral pa

5、rt of internet marketing, and typically takes the form of an email or webpage. Its very important for us to learn how to write a sales letter.,Basic Standards,Identify and limit your audience Use reader phychology Dont be a bore or a boast Use words that appeal to the readers sense Be ethnical,AIDA

6、formula,Attention Interest Desire Action,Attention: get the readers attention Users want quick and easy things. You have to grab prospective attention and it should be impressive enough to attract them to read further.,Comliment your reader Apeal to the readers ego, but not using false praises.,Six

7、techniques:,Offer a gift lure readers by saving money or getting a second product at half price.,Ask a question that your reader(s) will want to see answered. Avoid general questions,would you like to make money?. An sales letter on Workwell softwell,Do you know how much money your company loses fro

8、m repetitive strain injury?,Introduce a comparison compare your product or service with conventional or standard ones,announce a change link your sales offer to a current event that will positively affect your prospective buyer,Use a how-to statement we can show you how to increase your plant growth

9、 up to 91%/This is how to provide nourishing lunches for less than eighty cents a person,Interest :highlight the productsappeal,the sales letter on Workwell software. Workwell can solve your problems with its easy-to-use Exercise Program Software that will automatically monitor the time employees sp

10、end at their computers and also measure keyboard activity. After each hour (or the specified number of keystrokes),Workwell software will take your employees through a series of exercises that will help prevent carpal tunnel syndrome（腕管综合症）and strains.,Desire :show the customer the products applicat

11、ion,Descriptions that emphasize efficiency,usefulness convenience and economy Special features that make your product or service more attractive. Testimonials（证明书） or endorsements(认可） from previous customers or specialists. Guarantees,warranties,services or special considerations that will make your

12、 customers life easier or happier, free home deliveries,supply the right evidence,mention the costs unobtrusively（不冒失地） Relate prices,charges or fees to benefits. Virtually maintenance free,your Reel Shutters（钢百叶窗） also offer substantial savings in energy costs by reducing your loss through radiatio

13、n by as much as 65%.and that lowers your utility bills by 35%.,Action :ending with a specific request for action,Respond and be rewarded is the basic message of the last section of your letter. Tell readers exactly what you want to do and by when. link benefits the customers will receive to their re

14、sponses.,Authorize a deduction Visit your business Take a test drive Participate in a meeting Fill out a pledge card (质保卡） Respond via the internet Sign an order blank Return a form by providing a stamped and addressed envelope,Appreciation:Sales Letter Music Album,August 5th, 2008 December 05, 2005

15、 Dear Reader: Did you know that FRH Magazine was also involved in music? This might surprise you, but your favorite magazine actually has CARE FOR YOU, a music especially made for you.,Ask a question to arouse interest To create curiosity and meet publics needs.,The albums content and sentimental.Cl

16、arify the benefits of the product. pure listening pleasures-point out the musics role played in life,We call the album CARE FOR YOU because whenever you need music to calm you, to lift your spirits, or just to enjoy, heres where it will be. Heres music that offers hours and hours of pure listening p

17、leasures music to unwind with at the end of a busy day.,Heres music for those quieter times when youre with someone special, in a reflective mood, sipping cocktails at twilight, having intimate dinner or entertaining a small group of friends.Here are 25 exquisitely melodic songs from the sentimental

18、 to the soothing including:,Make examples to display the elegance of the music-suitable for the upper and middle class in the leisure time,Because of You, It Might be You, Save the Last Dance for me, Hello its Me, Stand by Me, Ive Been Loving You Too Long, When I Need You All superb performances and

19、 arrangements that are smoother than youve ever heard before.,To make a list for choosing the content overall. Make a little exxaggeration to present the superb qualiy of product.,FRH Magazine recordings are products of precise craftsmanship and the finest materials available. The latest advance in

20、high fidelity sound production has been used in their manufacture.,With good reputation before, we can use it to ensure the quality. The latest techologhy-attact everyones attention,Guarantation-always make people comfortable and safety.,And FRH Magazine offers you this guarantee if, in spite of strict quality control inspections, a defective record or cassette slips through, you only have to return it within a month of receipt and you get an immediate replacement.,Think about it: CARE FOR YOU offers you popular music in a ro