English Writing for A Business Career Sales Letters （销售函.pptVIP

English Writing for A Business Career: Sales Letters (销售函) Direct marketing (sending a sales letter by mail) is the most effective way to market your products and find new buyers. With all the new technology we have today (internet, fax, B2B, sales letter. But you cannot send just any letter. The sales letter that you send represents your company. If it looks good, you look good. If it looks bad, you look bad. If there are mistakes in the letter then the quality of your product is questioned. An estimated 97% of all sales letters go into the trash. It is important that your sales letter looks nice and is effective in order to be part of the 3% of letters that stay on the importer’s desk. Importers generally look at the first paragraph first. If they are still interested they skip down to the last paragraph to look for the seller’s web site address. Our research showed that US importers generally do not look at the second or third paragraph. Sales letters don’t sell anymore. Your web site does that now. Your sales letter has two functions. The first is to introduce your company and your products and the second is to direct the reader to your web site. Effective sales letters generally have four paragraphs and are arranged in the following manner: English Writing for A Business Career: Sales Letters (销售函) Paragraph 1: Attracting Attention A recent research study showed that US importers generally spend seven seconds looking at a sales letter to determine if they are interested or not. If within that 7 seconds you have convinced the reader that you have a product they would like to buy and resell then they will continue reading. Otherwise the letter goes into the trash. Paragraph 2: Building Interest and Desire Once you have the reader’s attention you must give the basic details. Your goal is to show that you have a reliable product that the importer can buy from you and then easily resell in your city for a profit. Paragraph 3: Convinci