商务英语写作saleletter.ppt

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1、商务英语写作商务英语写作 Chapter Seven Sales lettersBrief introduction of sales letterIt is a persuasive writing.The purpose is to get someone to do something,for example,to persuade consumers to grant the request or to spend time or money.Sales letter is usually written in indirect approach since they are dire

2、cted to customers without invitation.The need for entertainmentThe need for entertainmentThe need for safetyThe need for safetyThe need socializing The need socializing The need for knowledgeThe need for knowledgeThe need for comfortThe need for comfortThe need for fameThe need for fameThe need for

3、more free timeThe need for more free timeWhat is the aim of sales letter?The sales letter make the readers realize The sales letter make the readers realize that not only the product or service is that not only the product or service is good,but it is good for them.good,but it is good for them.The g

4、eneral plan for sales letters1.Getting 1.Getting attention attention or curiosity.or curiosity.2.Arousing 2.Arousing interestinterest.2.Proving benefits to inspire the customer2.Proving benefits to inspire the customers s desiredesire.3.To encourage 3.To encourage actionaction.Arousing the prospecti

5、ve customers interestAsk a questionAsk a questionRefer to audience membersRefer to audience membersRefer to recent happeningsRefer to recent happeningsUse a dramatic storyUse a dramatic storyStress importance of topicStress importance of topicUse a quotationUse a quotationCite a little-known fact or

6、 statisticCite a little-known fact or statisticThe sales letter is a form of advertising.It aims to sell particular kinds of goods or services to selected types of customers.It is advisable to write sales letters following the principles of AIDA:attention,interest,desire and action.Tips for writing

7、successful sales letters Analyze the reader.Analyze the reader.Know the product or service.Know the product or service.Emphasize benefits.Emphasize benefits.Understate the price,unless it is an Understate the price,unless it is an obvious bargain.obvious bargain.Enclose more details.Enclose more det

8、ails.Donts in sales letter1.Dont exaggerate2.Dont belittle your reader.3.Dont ballyhoo.4.Dont speak ill of your competitors.The first paragraph you should grab the The first paragraph you should grab the interest of readers,and to encourage them to interest of readers,and to encourage them to read o

9、n.read on.Have you ever thought about investing in the Have you ever thought about investing in the Stock Exchange,but then dismissed the idea Stock Exchange,but then dismissed the idea because of the size of your investment?because of the size of your investment?If you die,who will feed your family

10、?If you die,who will feed your family?If you own a dog,you have a responsibility to keep If you own a dog,you have a responsibility to keep it clean and fit!it clean and fit!1).The Opening 2).The BodyThe body should keep the readerThe body should keep the readers interest s interest and create in th

11、e readerand create in the readers mind a need for s mind a need for your product or service.your product or service.Give the detailed information.Give the detailed information.2).The Bodyto be healthyto be wealthyto have a safe futureto be comfortableto be better than othersto be attractive to the o

12、pposite sexDirections:Our product will never disappoint our customers thanks to its excellent performance and exhibits fine quality,and above all a feeling of luxury offered by no other product of a similar type.Make the reader act!Make the reader act!Money-back guaranteesMoney-back guaranteesFree s

13、amplesFree samplesTrial periodsTrial periodsPayment plansPayment plans3).The Closing3).The ClosingIf you are not completely satisfied,then If you are not completely satisfied,then return the alarm clock with no obligation.return the alarm clock with no obligation.Remember,this offer is only open for

14、 two Remember,this offer is only open for two days.days.By sending the card before May 24,you will By sending the card before May 24,you will obtain a special discount of 5%at our obtain a special discount of 5%at our introductory stage.introductory stage.Exercises:请现在就来租车请现在就来租车,让我们带走你旅途的烦恼。让我们带走你旅

15、途的烦恼。Reserve your car now and let us take Reserve your car now and let us take the worry out of your travel arrangements.the worry out of your travel arrangements.我们热情欢迎您参加本届时装展我们热情欢迎您参加本届时装展,我们最新我们最新的羊绒衫系列在的羊绒衫系列在3838号展台展出号展台展出.You are cordially invited to this session of You are cordially invited

16、to this session of fashion show,in which our latest collection fashion show,in which our latest collection of cashmere sweaters is displayed at of cashmere sweaters is displayed at No.38 exhibition stand.No.38 exhibition stand.有了这有了这“世界各国百科全书世界各国百科全书”,你所有的问题你所有的问题都解决了都解决了,所有问题的答案都在这部书里所有问题的答案都在这部书里.

17、All your troubles are over with the All your troubles are over with the“Worldwide EncyclopediaWorldwide Encyclopedia”which has all which has all the answers you will ever need.the answers you will ever need.感谢贵公司的友好合作感谢贵公司的友好合作,请填写附件中的调查问请填写附件中的调查问卷卷,并发给我方并发给我方,以便我们了解贵公司客户的满意以便我们了解贵公司客户的满意度度.Thank y

18、ou for your friendly cooperation.Thank you for your friendly cooperation.Please fill in the questionnaire attached,Please fill in the questionnaire attached,and send it back to us in order for us to and send it back to us in order for us to be informed of your customerbe informed of your customers s

19、atisfaction.s satisfaction.我们非常高兴的宣布：我们的新式纯棉我们非常高兴的宣布：我们的新式纯棉T T恤恤衫已正式投放市场了！衫已正式投放市场了！We are very pleased to announce the We are very pleased to announce the release of our new style cotton T-shirts.release of our new style cotton T-shirts.Writing a sales letterSituation:As the summer school holiday

20、 approaches,your company Sweet Treat decided to promote the companys homemade ice cream to the parents.Please Write a persuasive sales letter for the company.Sweet Treat Ice Cream Sweet Treat Ice CreamDear Customer:Dear Customer:Your kids are home from school for summer and you can Your kids are hom

21、e from school for summer and you can hear them screaming.And what are they scream for?hear them screaming.And what are they scream for?ICE CREAM,naturally!ICE CREAM,naturally!DonDont disappoint them!Come into Sweet Treat.Our t disappoint them!Come into Sweet Treat.Our famous HOMEMADE ice cream canfa

22、mous HOMEMADE ice cream cant be beaten!You will t be beaten!You will never taste anything this creamy and delicious.And never taste anything this creamy and delicious.And it is all made right in our store so you are it is all made right in our store so you are guaranteed the freshest ice cream you h

23、ave ever had.guaranteed the freshest ice cream you have ever had.Visit us before August 25 and you can join our Kids Visit us before August 25 and you can join our Kids Club Club buy nine cones or cups and get the tenth free.buy nine cones or cups and get the tenth free.With summer already heating up,it is an opportunity With summer already heating up,it is an opportunity you wonyou wont want to pass up.t want to pass up.So if you are tired of all the screaming,stop bySo if you are tired of all the screaming,stop bySweet Treat today.Sweet Treat today.Faithfully yours,Faithfully yours,