商务英语写作PPT课件答案PDF 郑卫汪文格 978 7 81134 632 9Unit 5.pptVIP

Objectives To learn some samples To master some guidelines for writing sales letters To learn some useful expressions Useful Expressions Useful Expressions Review To learn some samples To master some guidelines for writing sales letters To learn some useful expressions Keys to Practice Practice 1 A 1. weed-free 2. well-trained 3. strengthens 4. sunny 5. effective 6. safe 7. season 8. excellently 9. discount 10. paradise B 1. trouble 2. correctly 3. produce 4. specialist 5. experience 6. impression 7. estimate 8. documents 9. call 10. appointment * * Sales Letters Introduction Sales letters play an important part in the sales process. A sales letter is a marketing tool that promotes goods or service. Its objective is to persuade the reader to buy what the letter offers. All winning sales letters succeed by following the AIDA formula. AIDA stands for Attention, Interest, Desire and Action. 1) To get the readers attention with a hard-hitting lead paragraph 2) To hook the readers interest 3) To create a desire 4) To call to action AIDA Formular Attention The letter must get the readers attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue. A sales letter must capture the readers attention immediately or it wont get read. AIDA Formular Interest You want to hook the readers interest. This is usually a clear statement of the readers problems, needs or wants. Whats new? Whats in it for the reader? Remember, the reader isnt interested in you or your products. They are interested in what you can do for them. AIDA Formular Desire The letter should c