新编商务英语写作教程课件：Sales Letters Unit 9

1、 Purpose: Sale The purpose of a sales letter is to expand business , to persuade the reader to buy what the seller is able to supply , and to sell for profit . Two Steps: 1.Get a list of addresses of prospective buyers . 2.Send each of the buyers on the list an effective sales letter . The sales let

2、ter that you send represents your company . Its the key to a successful sale . Effective sales letters generally have 4 tips . Four Tips : . Attracting attention .Building interest and desire .Convincing the reader .Directing favorable action Attracting attention : Write an effective opening to capt

3、ure the readers attention. The opening paragraph, in fact the first sentence, should excite curiosity or attract the attention in some way that will make the reader continue to read the letter . Asking a question in which the answer is guaranteed to be yes is a good way to start. Would you like to i

4、mprove your life? Building interest and desire : Be specific in praising your product and emphasize strong points that will possibly meet the readers needs. You must convince the reader of the value of the product. When you have succeeded in getting the readers attention, you must hold that attentio

5、n. The best way to hold it is to build interest by describing your product so that the reader can virtually experience it. Use colorful, descriptive words . you must show the reader that he/she either - needs your product - could use your product - should not be without your product - would benefit

6、from your product Convincing the reader : Offer special terms to encourage the reader to take actions. If you have done your work well to this point, the reader is already interested and is partially convinced. You must convince readers that it is to their advantage to buy your product or use your s

7、ervice. If the reader has read your letter to this point then he/she is interested in your product. Paragraph three convinces him/her to buy it. It is here that you show what buying your product would mean to the reader. Directing favorable actions: Make it easy for the reader to respond by offering

8、 a return envelope or postal cards, toll-free telephone numbers, etc. You have now reached the point where if your letter was successful, you must move the reader to act. The fourth paragraph must tell the reader what to do to get the product. Tell the reader exactly what you want him/her to do and make it easy to do. The desired action is go to your web site to get more information and, hopefully contact you for specifics or to