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1、世纪商务英语写作训练世纪商务英语写作训练Lesson-4-Sales-LettersLesson-4-Sales-LettersFocuses of Lesson 4vGuidelines in writing a sales lettervFour steps in writing a sales letter vSamples vUseful sentence patterns vPracticeLead-in Read the following two-page ppt,then conclude some focuses of the introduction to sales le
2、tter.Lead-invSales letters is persuasive writing.The purpose is to get someone to do something,for example,to persuade consumers to grant the request or to spend time,money,etc.Usually,sales letters are written in the indirect approach since they are directed to consumers or potential customers with
3、out invitation.vWhen writing a sales letter,you must demonstrate that the action you suggest serves the needs of the readers.In other words,you should make the readers realize that not only the product or service is good,but it is good for them.Lead-invIn preparing sales letters,however,you should f
4、irst of all determine the central selling points and benefits.Selling points means the most attractive features of a product or service;consumer benefits mean particular advantages buyers will realize from those features.We can identify selling points and benefits by analyzing the product and the po
5、tential buyers.How to Write a Sales LetterA well-written sales letter usually consists of the following four steps:1.To get the customers attention or curiosity As a business writer,youre advised to begin a sales letter with a question,a quotation or a statement.For example:Do you know why Chinese f
6、ood is one of the best in the world?Why not enjoy the colorful spring by joining the Rainbow Tourist Group after a completely busy winter?How to Write a Sales Letter Mark Twain said,“The secret to success is find out where the people are going and get there first.”We have followed this wise saying.“
7、We find delight in the beauty and happiness of children.”Ralph Waldo Emerson.What do you want for your children?A better world?A happier life?How to Write a Sales Letter Im going to let you in on my secret.This secret could make you hundreds of extra dollars per week.We are very pleased to announce
8、the release of our new style cotton T-shirts.No matter which way is adopted,its suggested that the beginning of a sales letter should be logical and appropriate.How to Write a Sales Letter2.To arouse interest In this step,you need to present convincing evidence of the value of the product,service,or
9、 ideas so that your audience will develop a deeper and more sustained interest than he or she had at the start.That means you should support what you say by evidence,or favorable opinions from other customers.You might also offer a guarantee,or demonstrate prizes and awards your company has won.For
10、example:We are so sure youre going to love our coffee that were offering a 100%money back guarantee!If you are dissatisfied with this product in any way,simply return the unused portion and we will cheerfully replace or refund your order.How to Write a Sales Letter As the oldest business school in t
11、he world,Wharton has been at the frontier of finance,international business,management,strategy and marketing.Driven by a faculty with unparalelled depth and breadth,Wharton continues to help organisations negotiate the tricky turn of our increasingly global environment.How to Write a Sales Letter3.
12、To inspire the customers desire You can make the reader see himself enjoy the benefits of your product and service.In this step,you can clarify the advantages of your product or service.Youd better impress your reader with one or two advantages.For example:The chief advantages of owning your own car
13、pet-cleaning machine is its ready availability.The more often you clean your floor,the less likely youre to see dirt.How to Write a Sales Letter4.To encourage action This means confidently asking for the audiences cooperation and specifying actions to be taken by the audience.As a writer,you must pe
14、rsuade your reader to take the actionto visit your company,to receive your representatives,to place an order,or click your website on the Internet.Notice the use of the imperative sentences with the verbs“call”,“ask”,“speak”,“start”and“send”.The short,forceful verbs literally urge the reader to take
15、 immediate action.For example:Call us toll-free at 67382222 to place your order,or mail us your check or credit card number.(imperative sentence)How to Write a Sales Letter By sending the card before 24 May,you will obtain a special discount of 5 percent at our introductory stage.(specify action)Fou
16、r Donts when writing a Sales Letter:1.Dont Exaggerate.2.Dont belittle your reader.3.Dont ballyhoo(哗众取宠，大吹大擂）4.Dont speak ill of your competitors.Sample AnalysisRead the following two samples,then think about how do the two letters start;how do the authors convince readers.Try to state the features o
17、f them and sum up the requirements for a sales letter.Sample AnalysisSample 1:Dear Sirs:Mark Twain once remarked,“Always do right.This will gratify some people,and astonish the rest.”Perhaps this is one of the reasons our phoenix is so popular among the car owners.Doing right by our customers and th
18、eir cars is the object we have been pursuing.But it is not tricky because your mending shop is well equipped to keep cars in a perfect running condition.Sample Analysis Our up-to-date facilities,advanced tools and genuine parts will provide you with immediate,quick and convenient service.The staff h
19、ere are born mechanics;visitors and customers are always welcomed to thoroughly inspect their performance,and they will be proud of it.Every customer who comes here is our friend;you will feel at ease,and like it.So drive in some time,and let the car doctors examine whether there is any symptoms of
20、neglect.You will receive our prompt and personal attention.Besides,the diagnosis costs you nothing.Frankly yours,Sample AnalysisSample 2:Dear Sirs:Do you want to know what has happened recently in the world business?Or what makes large corporations a big success?And how to maintain and enlarge your
21、market share?Get all these information and expertise with a special introductory subscription to World Business Review.For just$5,you can get 6 full pages of information and experience-packed issues.That is 25%off the regular price.Any dissatisfaction having occurred,we are glad to terminate your su
22、bscription.Dont miss the opportunity!Get the facts and information.Get World Business Review.To take the advantage of our special offer,simply call us at 010-60804008 or return the enclosed card.Yours,Useful Sentence Patterns 1.Would you like to reduce your rising domestic raw material costs?2.Why n
23、ot enjoy the colorful spring by joining the Rainbow Tourist Group after a completely busy winter?3.If youre looking for ideas to make a significant difference in your business,you wont want to miss our Saturday,April 18 networking meeting.4.Have you ever felt anything quite as soft and quite as stro
24、ng?5.We learned through a mutual business associate that you might be interested in some of our newly introduced products.Useful Sentence Patterns6.Here is a chance to show how handsome you are by wearing our new style dress.7.If our line of business matches your needs,please feel free to call or wr
25、ite us.We would be most happy to assist you in any way we can.8.Complete the form enclosed right now.This offer expires 6 p.m.,July 20,2005.Dont miss the opportunity to enjoy the finest canned food you will ever taste.9.Brochures on the Quickscan scanner are available upon request and sales of the s
26、canner will begin on April 2.Have a TrySituation:Chun Lan,one of the oldest air-conditioner plants in China,has just developed a new model.Now youre asked to write a sales letter,introducing your new air-conditioner to your potential customers.SampleDear Sir or Madam:If you need an air-conditioner,b
27、uy Chun Lans latest model.Why?Because its durability is about two times that of other air-conditioners.Whats more,the price is at least fifty percent lower.In the past decades,a great number of air-conditioner plants have come and gone.But Chun Lan has constantly grown and made striking progress in
28、sales and prestige.Back of every Chun Lan is one of Chinas largest factories producing air-conditioners.Back of every Chun Lan is the capable engineering staff that you will find in no others.Please write on the enclosed card the names and addresses of those who might be interested in learning more
29、about Chun Lan.Thank you very much for your time.Sincerely yours,vDear sirs:vAre you worrying about the waste of your air-conditinoer?Or are you disturbed by the noise of machine of air-conditioner when you are sleeping?vDont be worried anymore!Now I will tell you a good news.Chun Lan,one of the old
30、est air-conditioner plants of china,has just developed a new model.Following,I will introuduce you some advantanges of this new model.First,this new model is very energy-saving.As we know,nowdays the price of every thing is rising.So we have to reduce our expense.Second,our new model is low noise.th
31、is is very appropriate choice for the person whose sleep quality is bad.The last one,our new aie-conditioner is green and environmental-fridendly.vOf course,you dont have to worry about the problem of the price,our price is very reasonable.vDont miss the opportunity!Get the facts and information.vIf you want to get more information,you can call me,my number is 800 6789 9876.I will try my best to explain to you.vSincerely,结束结束