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1、Sales LettersjIn this module, you are expectedModule : Sales LettersObjectivesto know the format and the content of a sales letter and highlight the selling points included in a sales letter; to write a satisfactory sales letter with correct layout,complete contents and attractive unique selling poi
2、nts.Sales LettersAmong the propaganda campaign activities of the new round promotion for latest winter clothing, a sales letter to potential customers is an effective and least expensive way. Qiu Xiaoyun was demanded to compose a sales letter to the retailer outlet to promote the latest winter cloth
3、ing and she felt something improper and awkward about her first draft. So help her to revise and improve the following version to a successful sales letter.TaskYour Try1Sales LettersDear Sirs,Zhejiang Sunshine Cashmere Co. Ltd. is a modern cashmere garment company. Our company has become a professio
4、nal cashmere producer in the high competitive cashmere garments markets.Our companys policy is “To build a bright tomorrow with top quality”. We are strong at designing and developing. We have a valuable experts team engaging in designing the most fashionable colors and styles. Also we have very str
5、ict quality control system supervising all over the production lines. Our styles include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural super material as well. TaskYour Try1Sales LettersIts simple but nob
6、le, calm and confident style of our latest winter clothing stands for the best choice of those consumers who have good cultivation and fashion taste.We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products needs.Yours Sincerely,Qiu Xia
7、oyunQiu XiaoyunSecretary of General ManagerTaskYour Try1Sales LettersWhat are the basic contents included in a sales letter?What is the appropriate tone applied in a sales letter? Could you sum up some tips to attract the readers (potential customers) attention when designing and writing a sales let
8、ter?You are divided into several groups and each group analyzes the problems with the sales letter in the previous task and how you improve them in your revised version. Discuss and compare each others version with attention to the following hints. Notes:What is the function of a sales letter?Commun
9、icative Activity2Is there any problem in this sales letter?If yes, please state them clearly.Sales Letters Is there any problem in this sales letter? If yes, please state them clearly. The problems of this letter are as follows:In general, it hasnt followed the principle of a sales letter and lacked
10、 the key selling points so that it is more like a company/product introduction than a sales letter.As for the main contents of a sales letter, it is incomplete in getting attention and arousing interests in the beginning and persuading action in the end.Besides, the tone of a sales letter should be
11、persuasive and personal while this one is too plain and general. Communicative Activity2Sales Letters2. What is the function of a sales letter?The purpose and function of a sales letter is to expand business, to persuade the reader (the potential customer) to buy what the sellers are able to supply
12、(goods or service). 3. What are the basic contents included in a sales letter?Usually a good sales letter follows the IDPA formula: interest, description, proof and action. Arouse the readers interest, make a good description and offer proof or benefits to be able to provide using the recommended pr
13、oducts or service, and then last but not least persuade or motivate customers to take action with provided access.Communicative Activity2Sales Letters4. What is the appropriate tone applied in a sales letter? The letter of a successful sales letter should be polite, personal and considerate for your
14、 reader (potential customer). So adopt you-attitude and try to create an atmosphere of intimate personal relationship and get your readers feel you are in their shoes. 5. Could you sum up some tips to attract the readers (potential customers) attention when designing and writing a sales letter?To av
15、oid being thrown into waste-paper baskets without being reading, the sales letter must be greatly characteristic and attractive. In language, it should be short, simple and easy to understand, direct and practical in describing the products and proofs. In appearance, the sales letter is better desig
16、ned with a new style and dont ignore the letterhead. Communicative Activity2Sales LettersSample AnalysisZhejiang Sunshine Cashmere Co., Ltd. No.25 Kangtai RoadHuzhou，Zhejiang Province, ChinaTel: 86-572-3177777Fax: 86-572-3177888 Dear Sirs, Charm Defined by You! Do you want to take a business opportunity in this winter? With our Sunshine latest season multi-color cashmere clothing, give you or your honored customers a reserved
