unit4推销函.ppt

1、Unit 12 Sales Letters,Warm-up,推销信一开始就应将读者的注意力牢牢抓住，引起他们的兴趣，使他们有将此信看完的欲望, 然后才能打动消费者，促使其行动，即达到使消费者心动不如行动的目的。（观看广告）,请看以下不同的推销（广告）开头语：,1)以新闻发布的方式开头：INCOME TAXES WILL GO UP 10 PERCENT The papers are saying: You know what that means for those in our business. (据报纸上说，收入所得税将要上涨10%. 您知道这对我们的生意意味着什么。) 2)以成语开头：

2、A penny saved is a penny earned. (省一文就赚一文。) 3)以让人吃惊的事实开头：Our city spends more for the alcohol than for education! (我们城市在酒上的花费比在教育上的花费还多!),请看以下不同的开头语：,4)以突出产品的特点开头：Gasoline that will not knock! We have it. (不发爆震声的汽油! 我们这儿有。) 5)以馈赠礼物的方式开头：Heres a silver-plated spoon for your new baby. Accept it with o

3、ur sincere compliments. (这是一把为您的新生婴儿准备的镀银汤匙，借以表达我们最诚挚的问候，请您笑纳。) 6)以提问的方式开头：Why does Oriental wool make the best carpets? (为会么用东方牌羊毛制出的地毯是最好的呢？),写推销信时常用到广告词,1Good to the last drop 滴滴香浓，意犹未尽。（这是Maxwell mkswl House （麦氏） 咖啡的广告标语。这句话是美国第26届总统西奥多罗斯福所说的。他在品尝了麦氏的咖啡之后，发出的这句赞叹。） 2We leadOthers copy 我们领先，他人仿效。

4、（这是理光复印机的广告） 3Impossible made possible 使不可能变为可能。（这是佳能打印机的广告） 4Poetry in motion，dancing close to me 动态的诗，向我舞近。（这是丰田汽车的旅行） 5 To me，the past is black and white，but the future is always color对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）,写推销信时常用到广告词,6Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 7No business too small,

5、 no problem too big. 没有不做的小生意，没有解决不了的大问题。 （这是IBM公司的广告语） 8M 2) it should make the potential customers feel that they want to know much more about the products promoted and create their desire to get further details of the products; 3) it should keep the potential customers desire when they are readin

6、g the letter and impress them with features of the promoted products; 4) it should induce the potential customers to take action after their reading of the letter. 2. Three kinds of letters are discussed in this unit, and they are: direct mail letter, retail letter and sales promotion letter. 3. Whe

7、n some necessary information about a sale or special offer or a products promotion is to be provided, a retail letter is needed. A retail letter should written with specific information such as what, where and when, that is, what the product is, where people could see it, and when they can see it.,K

8、ey to Practice 2,3,4,Practice 2 1. b 2. b 3. a 4. d 5. c Practice 3 1. You are our valued customer. 2. All the items listed in the book catalogue are now available from stock. 3. We specialize in the import of cosmetics. 4. It would be a great pleasure for us to receive further enquiries from you for the products prices and samples. 5. Please fill in the attached form and fax it to us. Practice 4 1. direct mail le