商务写作精品课件Chapter_7.pptVIP

Chapter 7 Sales Letters Purpose: to persuade Usually written in the indirect order. You should make the readers realize that not only the product or service is good, but it is good for them. How to write a sales letter? First of all, you should determine the central selling points and benefits. Selling points: the most attractive features of a product or service. Consumer benefits: particular advantages buyers will realize from those features. Steps for writing a sales letter To get the customer’s attention or curiosity. To arouse interest. To inspire the customers’ desire. To encourage action. Don’ts in Sales Letters Don’t exaggerate. Don’t belittle your reader. Don’t ballyhoo (哗众取宠，大吹大擂). Don’t speak ill of your competitors. Securing Action Having convinced your reader that your product or service is worth the price, you want to get action before the reader has a change of mind , before forgetfulness defeats you, before the money goes for something else—before any of the things that could happen do happen. Therefore, a good persuasive closing is essential. Securing Action A good action closing should include the following four points: 1) clearly state what action you wish the reader to take. 2) make that action easy through facilitating devices and careful wording. 3) date the action—if possible and appropriate. 4) provide a reader benefit as stimulus for action. 1) clearly state what action you wish the reader to take. Should the reader order your product or service? Call your office to set up an appointment? Fill out a form? Visit a local dealership or store to see a demonstration? Invite the visit of a sales representative? On finishing your letter, your reader should know just exactly what you want done and how it should be done. At times, you may have to name two actions and ask the reader to take one or the other. If you possibly can, avoid doing so. Some people faced with a choice resolve their dilemma by doing nothing. 2) make tha