9.商务英语写作修订版第九章.pptxVIP

高等学校英语拓展系列教程 主 编：胡英坤 车丽娟 外语教学与研究出版社 Chapter 9 Sales Letters 销售函 Chapter Contents of this chapter I. Introduction 9 Sales Letters II. Sample Analysis III. Sample Contrast IV. Useful Patterns and Sentences V. The AIDA Model (additional) Chapter 9 I. Introduction The purpose of sales letter is to generate sales, for example, to persuade a consumer to spend some time or money on something. Usually, sales letters are written tactfully, not stating the purpose at the very beginning, since they are directed to customers or potential customers without invitation. Sales Letters Chapter 9 I. Introduction When writing a sales letter, you must convince your reader that the action you suggest (buying the product or service) serves his/her needs. These needs may include: The need for entertainment, The need for safety, The need for socializing, The need for health, The need for knowledge Sales Letters Chapter 9 I. Introduction Satisfying those needs may arouse the reader’s interest. More importantly, you should make the reader realize that the product or service you recommend is especially good for him/her. Sales Letters Chapter 9 To get the reader’s attention or arouse his/her curiosity. You need to think in what way you can win the reader’s favor at the beginning so that he/she is willing to read on. To arouse the reader’s interest. You need to present convincing evidence to prove the value of the product or service, so that your reader will develop a deeper and more sustained interest than he/she had at the beginning. At this stage, you are not trying to make the sale, instead, you are paving the way. Follow the following steps in writing: I. Introduction Sales Letters Chapter 9 To inspire the reader’s desire to buy. Strong interest usually result in a desire to buy the recommended product or service. Make the reader see himself/herself enjoying your product or service. To encourage actions. That means confidently asking for the reader’s cooperation