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1、 the features of sales promotion letters; how to structure a letter for promoting a new product; how to structure a letter for regaining old clients; how to structure a letter of follow-up; how to use the common expressions in this type of letter. Discuss the following questions 1)Can you recall rea
2、ding any sales promotion letters, and what are their features? 2) How many types of sales promotion letters can you think of? 3)What are the most impressive expressions from sales promotion letters? 1 1 A direct form of advertising, aiming at selling certain kinds of goods or services to selected ty
3、pes of customers so as to expand business. By this means, enterprises can draw potential customers attention and interest, convince them that they can benefit from the products or services offered, and thereby arouse their motivation to buy. A sales promotion letter Classification Ordinary sales let
4、ters which aim at gaining new customers； Revivers which are not to acquire new customers but to retain or regain old ones； Follow-ups which express regret or surprise that no order has been received and discreetly inquire into the reason. Example: ordinary sales promotion letters Dear Sirs, Were enc
5、losing you with this letter a copy of our illustrated catalogue and price list for our Power Brand Shavers. The superior quality of our products helped us to acquire a sales volume of US$ 3 560 000 in New York last month, and the number is expected to increase this month. Moreover, our products are
6、well known and universally acknowledged in UK, Italy, Spain, France, the Netherlands and many other European countries. Our recent market survey reveals that consumers are also very satisfied with the design of our products, which is not only visually attractive but also easy to be held. Apart from
7、the excellent quality and the attractive designs, the quality of Power Brand Shavers can be guaranteed within 3 years after purchase, which is absolutely impossible for the similar products. We are confident that a trial order would convince you that this line can also be popular in Germany. In orde
8、r to help you to push the sales, we can allow a special discount of 5% on any order received by the end of July. We would welcome your earliest orders. Yours faithfully, Example: reviversExample: revivers Dear Sirs, Looking back through our records, we found with regret that from 2000 to 2008 you bo
9、ught from us a large quantity of video recorders in Model VR-108 and 109, but during the year 2009 we did not have the pleasure of an order from you, which confuses us a lot. We would highly appreciate it if you could tell us the reason directly, no matter what it is. Enclosed is our latest catalogu
10、e, from which you may note that there has been an overall improvement in Model VR-108. The revised Model VR-108 possesses a bigger memory card, a smaller figure, longer stand-by time and higher definition while the price remains unchanged. These features will help you to gain most wage-earners. Feed
11、back from our customers shows that the improvements in Model VR-108 help their sales volume increase sharply. Although weve got enough orders, we sincerely hope we can conclude transactions with your company considering the friendly cooperative relationship for the past eight years. Take a moment to
12、 fill in the enclosed order form and we are sure to deliver the goods you need promptly. Your favorable response is awaited. Truly yours, Example: follow-ups Dear Sirs, We wrote to you on January 22 in reply to your enquiry for air-conditioners. However, up to the present, we have not had the pleasu
13、re of your reply. Your silence leads us to think that there must be something that prevents you from making further enquiries. Perhaps it is because the catalogue we sent you shows only the standard type of air-conditioners, and it is quite probable that you could not find the products you were look
14、ing for. Now we enclose a copy of our recently published booklet showing a wide range of household electric appliance being handled by us. They all command ready sales for their durability and energy saving property. If any of the items illustrated in the booklet interests you, please do not hesitat
15、e to let us know. We sincerely hope to conclude some satisfactory transactions with you in the near future. Yours faithfully, Sales promotion letter: essential steps To attract attention To attract attention To arouse interest and create To arouse interest and create desire. desire. To carry convict
16、ions.To carry convictions. To offer inducements.To offer inducements. Rules for writing a circular: (1) keep the letter short, otherwise it may not be read; (2) catch the readers interest in the opening paragraph; (3) give the letter an attractive look and make it as personal as possible. Principles for writing followPrinciples for writing follow-
