国际商务函电：Chapter 6.pdfVIP

 the features of sales promotion letters;  how to structure a letter for promoting a new product;  how to structure a letter for regaining old clients;  how to structure a letter of follow-up;  how to use the common expressions in this type of letter. 1 Discuss the following questions 1) Can you recall reading any sales promotion letters, and what are their features? 2) How many types of sales promotion letters can you think of? 3) What are the most impressive expressions from sales promotion letters? A sales promotion letter A direct form of advertising, aiming at selling certain kinds of goods or services to selected types of customers so as to expand business. By this means, enterprises can draw potential customers’ attention and interest, convince them that they can benefit from the products or services offered, and thereby arouse their motivation to buy. Classification Ordinary sales letters — which aim at gaining new customers ； Revivers — which are not to acquire new customers but to retain or regain old ones ； Follow-ups — which express regret or surprise that no order has been received and discreetly inquire into the reason. Example: ordinary sales promotion letters Dear Sirs, We’re enclosing you with this letter a copy of our illustrated catalogue and price list for our Power Brand Shavers. The superior quality of our products helped us to acquire a sales volume of US$ 3 560 000 in New York last month, and the number is expected to increase this month. Moreover, our products are well known and universally acknowledged in UK, Italy, Spain, France, the Netherlands and many other European countries. Our recent market survey reveals that consumers are also very satisfied with the design of our products, which is not only visually attractive but also easy to be held. Ap