商务英语写作sale letter.ppt

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 directed 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 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 customer’s desire. 3.To encourage action. Arousing the prospective customer’s interest Ask a question Refer to audience members Refer 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 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. Don’ts in sales letter Don’t exaggerate Don’t belittle your reader. Don’t ballyhoo. Don’t 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 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 th