商务英语写作Capter 7.pptVIP

Chapter Seven Sales Letters Pages 110-129 Contents About Sales letters Steps and Guidelines of writing sales letters Tips of Don’ts Sample Analysis Useful Sentence Patterns Exercises About Sales letters Sales letter is persuasive writing. The purpose is to get someone to do something, usually to buy the product or service. Usually sales letter are written in the indirect approach since they are directed to customers or potential customers without invitation. When writing a sales letter, you must demonstrate that the action you suggest (buy the product or service) serve the needs of the readers. These needs may include: The need for entertainment The need for safety The need for socializing The need for health The need for knowledge The need for comfort The need for fame The need for more free time Satisfying those or other needs may create interests to the readers. If your product or service proves to be good enough, it should be linked to certain need that has already been felt by the readers. In other words, you should make the readers realize that not only the product or service is good, but also it is good for them. Four steps of writing sales letter To get the customers’ attention or curiosity. You need to think about in what logical, appropriate way you can win a little favor with reader at the start—enough that he or she is willing to read on. To arouse interest. You need to present convincing evidence of the value of the product, service, or idea so that your audience will develop a deeper and more sustained interest that he or she had at the start. In this stage, you are not trying to make the sale—simply paving the way. . Four steps of writing sales letter To inspire the customers’ desire. Desire comes as the natural result of increased interest. Make the reader see himself or herself enjoying the benefits of your products or service. Your reader wants what you have to sell