商务英语函电课件答案 李蕾ISBN 9787566301185 PPT wordUnit 11 Sales Letter.pptVIP

Part One: Teaching Aims Requirements: 1. Help students to know the format and the content of a sales letter and highlight the selling points included in a sales letter; 2. Help students to learn and master key words, phrases and sentence patterns about sales promotion; 3. Help students to write a satisfactory sales letter with correct layout, complete contents and attractive unique selling points. Part Two: Background Knowledge I. The definition of a sales letter Ⅱ. Sales Letter Structure ? Header/Title ? Unique Selling Proposition ? Benefit ? Testimonial ? Bonuses ? Guarantee ? Summary 1. Header/Title Are You Still Suffering From _________? Are You Making These Same Mistakes? At Last! The (credibility indicator like Bestselling or As seen on Oprah) System That Is Revolutionizing ___________ Save Yourself 30% on _________ By Following This Simple Steps How I Went From (loser) to (winner) in Just 2 Weeks! How To (Cook Thai Food) Like The (Locals) 56 Ways ____________Saves You Time, Work and Money. 2. Unique Selling Proposition Discover your competitors weaknesses and demonstrate them to your prospects. to show the customer that you have a deep understanding in this area and you are an expert on the subject. 3. Benefit To ensure youre listing benefits instead of features , then add the word which after it: whatever follows is a benefit. For example: Timer setting, which saves you the hassle of getting up in the middle of the night to turn it off. 4. Testimonial Rather than singing your own praises, why not let your satisfied customers or a ratings company do it for you? For example: Please ask Mr. Li, your next-door neighbour what he has gained from our best service. 5. Bonuses The bonus is all about perceived value; many people in fact buy products for the bonuses themselves! If youre offering an e-book on Cajun cooking, offer a video that demonstrates how to make roux, and several other Cajun sauces.