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1、商务英语写作,Chapter Seven Sales letters,Brief introduction of sales letter,It 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 entertainment The need for safety The need socializing The need for knowledge The need for comfort The need for fame The need for more free time,What is the aim of sales letter?,The sales letter make the readers realize that not only the product or
3、service is good , but it is good for them.,The general plan for sales letters,1.Getting attention or curiosity. 2. Arousing interest. 2.Proving benefits to inspire the customers desire. 3.To encourage action.,Arousing the prospective customers interest,Ask a question Refer to audience members Refer
4、to recent happenings Use a dramatic story Stress importance of topic Use a quotation Cite a little-known fact or statistic,The 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
5、 the principles of AIDA : attention, interest, desire and action.,Tips for writing successful sales letters,Analyze the reader. Know the product or service. Emphasize benefits. Understate the price, unless it is an obvious bargain. Enclose more details.,Donts in sales letter,Dont exaggerate Dont bel
6、ittle your reader. Dont ballyhoo. Dont speak ill of your competitors.,The first paragraph you should grab the interest of readers, and to encourage them to read on. Have you ever thought about investing in the Stock Exchange, but then dismissed the idea because of the size of your investment? If you
7、 die, who will feed your family? If you own a dog, you have a responsibility to keep it clean and fit!,1). The Opening,2). The Body,The body should keep the readers interest and create in the readers mind a need for your product or service. Give the detailed information.,2). The Body,to be healthy t
8、o be wealthy to have a safe future to be comfortable to be better than others to be attractive to the opposite sex,Directions:,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
9、of a similar type.,Make the reader act ! Money-back guarantees Free samples Trial periods Payment plans,3). The Closing,3). The Closing,If you are not completely satisfied, then return the alarm clock with no obligation. Remember, this offer is only open for two days. By sending the card before May
10、24, you will obtain a special discount of 5% at our introductory stage.,Exercises:,请现在就来租车, 让我们带走你旅途的烦恼。 Reserve your car now and let us take the worry out of your travel arrangements.,我们热情欢迎您参加本届时装展,我们最新 的羊绒衫系列在38号展台展出. You are cordially invited to this session of fashion show, in which our latest
11、collection of cashmere sweaters is displayed at No.38 exhibition stand.,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. All your troubles are over with the “Worldwide Encyclopedia” which has all the answers you will ever need.,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. Thank you for your friendly coop
12、eration. Please fill in the questionnaire attached, and send it back to us in order for us to be informed of your customers satisfaction.,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！ We are very pleased to announce the release of our new style cotton T-shirts.,Writing a sales letter,Situation: As the summer school
13、 holiday 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 Dear Customer: Your kids are home from school for summer and you can hear them screaming. And what are they s
14、cream for? ICE CREAM, naturally! Dont disappoint them! Come into Sweet Treat. Our famous HOMEMADE ice cream cant be beaten! You will never taste anything this creamy and delicious. And it is all made right in our store so you are guaranteed the freshest ice cream you have ever had.,Visit us before August 25 and you can join our Kids Club buy nine cones or cups and get the tenth free. With summer already heating up, it is an opportunity you wont want to pass up. So if you are tired of all the screaming, stop by Sweet Treat today. Faithfully yours,