实用商务英语写作教程chapter 3 Memos (4).pptVIP

Business English Writing By Lee Haihong Sales Letters Topics Covered Opening Body Closing AIDA Opening Statement of problem Unusual offer Surprising question Appeal to normal desire 6 Sales Letters Body Benefits of products Free trial use Price guarantee 6 Sales Letters Closing Remember, this offer is only open for two weeks. If you’re not completely satisfied, return the mattress with on obligation. Just complete the enclosed certificate, put it into the pre-paid postage envelope, and you will receive your Peerless embossed paperweight within two weeks. 6 Sales Letters A I D A 02 INTEREST 03 DESIRE 01 ATTENTION 04 ACTION 6 Sales Letters * 01 ATTENTION The consumer becomes aware of a category, product or brand usually through advertising. 6 Sales Letters * 02 INTEREST The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle. 6 Sales Letters * 03 DESIRE The consumer develops a favorable disposition towards the brand. 6 Sales Letters * 04 ACTION The consumer forms a purchase intention, shops around, engages in trial or makes a purchase. 6 Sales Letters A I D A in writing a sales letter 02 To arouse the reader’s interest 03 To arouse the reader’s desire 01 To draw the reader’s attention 04 To urge the readers to take actions 6 Sales Letters How to arouse the reader’s interest? * Why do people need the product or service you are providing? What problems can your product or service solve? What purchase motivation does your reader have? What are the USPs of your product or service? 6 Sales Letters * Example * * The End