剑桥商务英语Unit 12 Marketing and Sales[宣贯].pptVIP

In this part you are going to learn how to write sales letters . ? 12.5 Writing Task Sales Letter A primary and widely-used form of communication, a sales letter is a marketing tool that can build your client base and increase your sales. Two kinds of sales letters: ◆ One is the extended letter — together with supporting literature, brochures, order forms and return envelopes — that is widely used in direct mail sales or it may be called the direct mail letter. ◆ The other kind of sales letter is the one you write to individual. ? Just as sales lies at the heart of any business enterprises, so sales letters are crucial to a business’s continued growth. If new customers are not added or new sales not made to established customers, a business will steadily atrophy. A confident sales focus in letter writing is a sure sign of vigorous business. AIDA A— get the reader’s initial attention; I— hold his interest; D—elicit a decision; A— lead to an action. Every time you write a sale letter, ask yourself whether the letter contains each of the four AIDA factors. If it doesn’t, strengthen your letter at that point. The customer will ultimately buy what he wants, not what you want to sell him. Your purpose in writing a sales letter is to show him what you are selling is what he wants. Writing Tips Make it clear to your reader how he will benefit from the service or product you are writing about. ? Be personal; use the words “you” and “your” in the letter. ? Be clear in your description of the product or service. ? Bring in a reference to someone you both know in common, if suitable. Prepare the reader for your future call or visit. This is your sale, so don’t leave the initiative entirely to the reader to take the next step. Sample Sales Letter ISLAND LONG DISTANCE YOU CAN CUT YOUR COMPANY'S LONG DISTANCE PHONE EXPENS