商务英语写作sale-letter

商务英语写作

ChapterSevenSaleslettersBriefintroductionofsalesletterItisapersuasivewriting.Thepurposeistogetsomeonetodosomething,forexample,topersuadeconsumerstogranttherequestortospendtimeormoney.Salesletterisusuallywritteninindirectapproachsincetheyaredirectedtocustomerswithoutinvitation.TheneedforentertainmentTheneedforsafetyTheneedsocializingTheneedforknowledgeTheneedforcomfortTheneedforfameTheneedformorefreetimeWhatistheaimofsalesletter?Thesaleslettermakethereadersrealizethatnotonlytheproductorserviceisgood,butitisgoodforthem.Thegeneralplanforsalesletters1.Gettingattentionorcuriosity.2.Arousinginterest.2.Provingbenefitstoinspirethecustomer’sdesire.3.Toencourageaction.Arousingtheprospectivecustomer’sinterestAskaquestionRefertoaudiencemembersRefertorecenthappeningsUseadramaticstoryStressimportanceoftopicUseaquotationCitealittle-knownfactorstatisticThesalesletterisaformofadvertising.Itaimstosellparticularkindsofgoodsorservicestoselectedtypesofcustomers.ItisadvisabletowritesaleslettersfollowingtheprinciplesofAIDA:attention,interest,desireandaction.TipsforwritingsuccessfulsaleslettersAnalyzethereader.Knowtheproductorservice.Emphasizebenefits.Understatetheprice,unlessitisanobviousbargain.Enclosemoredetails.Don’tsinsalesletterDon’texaggerateDon’tbelittleyourreader.Don’tballyhoo.Don’tspeakillofyourcompetitors.Thefirstparagraphyoushouldgrabtheinterestofreaders,andtoencouragethemtoreadon.HaveyoueverthoughtaboutinvestingintheStockExchange,butthendismissedtheideabecauseofthesizeofyourinvestment?Ifyoudie,whowillfeedyourfamily?Ifyouownadog,youhavearesponsibilitytokeepitcleanandfit!1).TheOpening2).TheBodyThebodyshouldkeepthereader’sinterestandcreateinthereader’smindaneedforyourproductorservice.Givethedetailedinformation.2).TheBodytobehealthytobewealthytohaveasafefuturetobecomfortabletobebetterthanotherstobeattractivetotheoppositesexDirections:Ourproductwillneverdisappointourcustomersthankstoitsexcellentperformanceandexhibitsfinequality,andaboveallafeelingofluxuryofferedbynootherproductofasimilartype.3).TheClosing3).TheClosingIfyouarenotcompletelysatisfied,thenreturnthealarmclockwithnoobligation.Remember,thisofferisonlyopenfortwodays.BysendingthecardbeforeMay24,youwillobtainaspecialdiscountof5%atourintroductorystage.Exercises:请现在就来租车,让我们带走你旅途的烦恼。Reserveyourcarnowandletustaketheworryoutofyourtravelarrangements.有了这“世界各国百科全书”,你所有的问题都解决了,所有问题的答案都在这部书里.Allyourtroublesareoverwiththe“WorldwideEncyclopedia”whichhasalltheanswersyouwilleverneed.感谢贵公司的友好合作,请填写附件中的调查问卷,并发给我方,以便我们了解贵公司客户的满意度.Thankyouforyourfriendlycooperation.Pleasefillinthequestionnaireattached,andsenditbacktousinorderforustobeinformedofyourcustomer’ssatisfaction.我们非常高兴的宣布：我们的新式纯棉T恤衫已正式投放市场了！WeareverypleasedtoannouncethereleaseofournewstylecottonT-shirts.WritingasalesletterSituation:Asthesummerschoolholidayapproaches,yourcompanySweetTreatdecidedtopromotethecompany’shomemadeicecreamtotheparents.PleaseWriteapersuasivesalesletterforthecompany.SweetTreatIceCreamDearCustomer:Yourkidsarehomefromschoolforsummerandyoucanhearthemscreaming.Andwhataretheyscreamfor?ICECREAM,naturally!Don’tdisappointthem!ComeintoSweetTreat.OurfamousHOMEMADEicecreamcan’tbebeaten!Yo