商务英语函电 第二版 课件 Unit 11 Sales Letter

UnitElevenSalesLettersPartOne:TeachingAims&Requirements:

1.Helpstudentstoknowtheformatandthecontentofasalesletterandhighlightthesellingpointsincludedinasalesletter;2.Helpstudentstolearnandmasterkeywords,phrasesandsentencepatternsaboutsalespromotion;3.Helpstudentstowriteasatisfactorysalesletterwithcorrectlayout,completecontentsandattractiveuniquesellingpoints.PartTwo:BackgroundKnowledgeI.Thedefinitionofasalesletter

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SalesLetterStructure•Header/Title•UniqueSellingProposition•Benefit•Testimonial•Bonuses•Guarantee•Summary1.Header/TitleAreYouStillSufferingFrom_________?AreYouMakingTheseSameMistakes?AtLast!The(credibilityindicatorlike"Bestselling"or"AsseenonOprah")SystemThatIsRevolutionizing___________SaveYourself30%on_________ByFollowingThisSimpleStepsHowIWentFrom(loser)to(winner)inJust2Weeks!HowTo(CookThaiFood)LikeThe(Locals)56Ways____________SavesYouTime,WorkandMoney.2.UniqueSellingProposition

Discoveryourcompetitor'sweaknessesanddemonstratethemtoyourprospects.toshowthecustomerthatyouhaveadeepunderstandinginthisareaandyouareanexpertonthesubject.

3.BenefitToensureyou'relistingbenefitsinsteadoffeatures,thenaddtheword"which"afterit:whateverfollowsisabenefit.Forexample:Timersetting,whichsavesyouthehassleofgettingupinthemiddleofthenighttoturnitoff.4.TestimonialRatherthansingingyourownpraises,whynotletyoursatisfiedcustomersoraratingscompanydoitforyou?Forexample:PleaseaskMr.Li,yournext-doorneighbourwhathehasgainedfromourbestservice.5.BonusesThebonusisallaboutperceivedvalue;manypeopleinfactbuyproductsforthebonusesthemselves!Ifyou'reofferingane-bookonCajuncooking,offeravideothatdemonstrateshowtomakeroux,andseveralotherCajunsauces.HowaboutrecipesforcocktailsthatarefamousintheSouth?AlistofthebestrestaurantsinNewOrleans?Alloftheseareeasytocreateanddramaticallyimprovethevalueofyourproduct.6.GuaranteeOfferingaguaranteeof30or60daysandallowingafullrefundifcustomersarenotsatifiedwiththeproduct.7.Summary

Introduceafinalparagraphthatmentions(a)thespecficactiontaken,(b)thereceiver’srewardfortakingaction,(c)aninducementfortakingactionquickly.Italsopresentstheactionaseasytotake.Tosumup,agoodsalesletterfollowstheIDPAformula:interest,description,proofandaction.Arousethereader’sinterest,makeagooddescriptionandofferprooforbenefitstobeabletoprovideusingtherecommendedproductsorservice,andthenlastbutnotleastpersuadeormotivatecustomerstotakeactionwithprovidedaccess.PartThree:SampleLetters(1)StudyofUsefulWords&Phrases1.standfor=beasymbolof,representormean,e.g.Twentyyearsstandsforalongperiodinone‘slife.

二十年在人的一生里意味着一个很长的时期。2.Seize/takeanopportunity抓住、利用机会，e.g.Inthesecondhalfof2002,itmeantitcouldturnthemarketingtaponfastwhenitsawanopportunitytotakesharefromrivals.这也意味着在2002年下半年有机会从竞争对手那里夺取份额时，公司能迅速展开营销攻势。3.demandn.&v.要求、需求e.g.agreatdemandforsth.=Sth.ingreatdemandOndemand1)Whenpresentedforpayment:即期票据，见票即付的票据：anotepayableondemand.一张见票即付的票据2)Whenneededoraskedfor:有求必应，处于被需要或被请求的时刻：

Fedthebabyondemand无微不至地照料小孩【说明】demand用作动词时，后接不定式,不能接动名词;被要求的人作为宾语时用of引出，例如：Idemandedananswerofhim.我要求他答复。后面从句中的动词用虚拟语气，例如：Idemandthatoneofyou(should)gothereatonce.我要求你们中间一人立即到那里去!(美国用法省略should)4.atadiscount折价,减价发行,低于面值的价格;没有销路,不被尊重,吃不开Thetraditionalwaysofdoingbusinessisnowatadiscountinfuturemarket.传统的生意经现在在期货市场吃不开了。promptcashdiscount现货折扣purchasediscount购买折扣,进货折扣quantitydiscount数量折扣,大量购买折扣salesdiscount销售折扣samplediscount样品折扣wholesalediscount批发折扣discountofaccountsreceivable应收帐款的短期贴现信贷discountonbillsbought购入票据的贴现PartThree:SampleLetters(2)StudyofUsefulWords&Phrases1.propertyn.somethingowned;asset财产，财产权Thecityisdevelopingrapidlyandpropertyinthecenterisbecomingmoreexpensive.这个城市在飞速发展，市中心的房地产价格越来越昂贵。propertiesn.plofproperty,alwaysmeansattributes,natureorperformances属性，特性e.g.Certainplantshavemedicinal(healing)properties.某些植物具有药物效用。2.provisionn.stipulation,supplyorsth.suppliede.g.Bothsideshavetoactaccordingtotheprovisionsoftheagreement.双方都应按照协议条款（规定）办事。Particularattentionmustbepaidtotheprovisionofcookingfuel.必须特别注意燃料的供应。Wesetoutwithenoughprovisions.我们带上足够的食品出发了。3.Itisatypicalthingtousealotofnounsandnounphrases,especiallyinanimatesubjectsinthisletter,whichhelpaddfairnessandobjectivitytothewriter’spersuasion,suchas“Thatplentifulsupplyencouragesfrequentandregulareating,andformsoneofthemostvaluablehabitsthatphysiciansknow.”and“Withal，theyarelusciousfoodinthemselves.Sotheyaretoogoodandtoovaluabletoeatmerelyatanoccasionaldelight.”MoreExamples:1)NATO'sinvasionofthisindependentcountryisabrutalviolationofhumanrights.北约对这个独立的国家的侵略是对人权的野蛮侵犯。2)Refusaltoworkonrestdaysconstitutesabreachofcontract.拒绝休息日加班构成违反合约。3)AbsenceanddistancemadetheoverseasChinesemorefondoftheirmotherland.背井离乡，远隔重洋，使得海外华人对祖国的热爱与日俱增。PartThree:SampleLetters(3)1.InbusinessEnglishanouninitssingleorpluralform,countableornon-countablemaymeanquitedifferently,towhichwemustpayenoughattention.Pleasecomparethefollowing: Economy经济 economies节约措施

Custom习惯、风俗 customs海关

Practice实践 practices惯例

Agreement一致 agreements协议

Import/export进、出口imports/exports进、出口商品

Damage损害 damages赔偿费

Measurement测量 measurements尺寸

Property财产 properties性能、特性2.empowersb.withsthortodosth.Tobuildafutureofqualityhealthcare,wemusttrustpatientsanddoctorstomakemedicaldecisionsandempowerthemwithbetterinformationandbetteroptions.为了建设一个有优质医疗保健的未来，我们必须把医疗决定权交到病人和医生手中，让他们获得更好的信息，拥有更好的选择。Weareempoweredtotakeoverthisfactory.我们已获授权接管这家工厂。3.Trial,experimentandtestallcanmean“totestorfindouttheprocessesorwaysofsth.”,buttheirfocusesfallondifferentmatters.Forinstance:“Trial”emphasizesatestofeffectsorvalue:Hegaveanewworkeratrial.他试用新工人。Trialorder试购；trialsale试销；trialrun试车Acceptancetrial验收试验Assessmenttrial估价试验comparativetrial对比试验“experiment”focuseson“theprocessofatestonoccurrenceofsth.ortoseeknewknowledge:Experimentsindicatethenewdrugwillcureinfections.实验证明这新药可以治传染病。“test”emphasizesanappraisalofcorrectnessorqualificationsofsth.throughexperiment,exmination,useandcomparison.:Thenewgrindingmachinepassedalltests.这台新磨床通过了所有的测试。4.chargev.=1)askforapriceordemandpayment;2)Topostponepaymentbyrecordingasadebt;3)Tomakeaclaimofwrongdoingagainst;accuseorblame.E.g.WehavetochargethefailureinestablishingacorrectL/CthroughHongKongandShanghaiBankingCorporationtoouroperator'sinexperience.我们只好将未能通过汇丰银行正确开证的原因归结于我方业务员缺少经验。Thatseasidehotelchargesexorbitantpricesduringthesummerholidays.那家海滨旅馆在夏天休假期间漫天要价。5.“Account”isaveryactivewordincommercialEnglish