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1、Chapter 9 Sales Letters,推销信,Persuasive writing:,Purpose: to expand business, to persuade the reader to buy what the sellers are able to supply. Usually, sales letters are written in the indirect approach since they are directed to customers or potential customers without invitation. You should make
2、the readers realize that not only the product or service is good, but it is good for them (linked to certain needs of the reader). The need for entertainment / socializing / knowledge / fame / safety / health / comfort / more free time ,Donts in Sales Letters,1. Dont exaggerate. A truth needs no str
3、etching. You fool only yourself. 2. Dont belittle your reader. Be frank and polite to him or her. 3. Dont ballyhoo. Thunder is only a big noise; a bolt of lightning gets attention. 4. Dont speak ill of your competitors. Show the reader what you can do, not what others cannot do.,1. Language Characte
4、ristics,The modern trend is towards making the letters more personal and tries to represent the offer from the point of view of the buyer, not the seller. 1) Attractiveness in Both Language and Content Our new products possess a very attractive appearance as well as novel designs. The discount offer
5、ed by the manufacturer makes the machines much more affordable. After a few minutes instruction, your office workers, too, can begin making perfect copies in six seconds or less; if you need ten such copies a day, the $500 you spend for the machine can be saved in three months.,2) Smooth Flow Sandra
6、 wrote a letter. It was addressed to Chick. He manages the financial section. (NG) Sandra wrote a letter to Chick, the manager of the financial section. The purchasing department head has ordered new computers to expedite work in the billing department. The purchasing department head expects the com
7、puter to arrive next month. (NG) The purchasing department head has ordered new computers to expedite work in the billing department and expects them to arrive next month.,3) Avoidance of Slangs, Clichs and Jargons The managers new report stinks. (be of poor quality) Sidney has been the hottest sale
8、sperson. (most successfully) The sales manager stuck to the guns at the meeting. (maintained his position) The people in the personnel department are beating their heads against the wall. (being frustrated) The committee will interface next week. (meet) Nova Scotia is beyond our shipping parameters.
9、 (boundaries) Or: We dont ship to Nova Scotia.,2. Main Content,Four essential elements: arouse interest; create desire; carry conviction; induce action. 1) Getting the Prospects Attention or Curiosity INCOME TAXES WILL GO UP 10 PERCENT, the papers are saying. You know what that means for those in ou
10、r business. Our city spends more for alcohol than for education! What if the boss came to your desk and said, “Were going to increase production by 13 percent this week”? A penny saved is a penny earned. Would you like to reduce your rising domestic fuel costs?,Why not enjoy the colorful spring by j
11、oining our tourist group after a busy winter? Just imagine how comfortable it will be when you stretch out your tired limbs on our newly developed White-Cloud water bed? “The common cold causes other illnesses, but a bottle of COLD medicine at hand helps you solve your problem completely,” says a pr
12、ominent doctor from the National Medical Research Center. Pentium- the Cadillac of the computer world! When John was a teenage boy, he was afraid of being asked to answer questions in class; when he became a young man, he was nervous of making speeches at meetings; when he is now in his sixties, suc
13、h a problem is over, and he looks always confident in his oral communications. If you feel interested in asking why, our specially written book will offer you the answer.,2) Introducing the Product or Service and Arousing Sustained Interest (paving the way) Strained eyes affect human relationships.
14、Thats one thing the Westview Association of Office Managers learned from their six-month survey of office lighting conditions. For light that is easy on the eyes, theyre switching to BAs Kold Kathode. When you flip on your Kold Kathode lights, you get These rugs have been made from carefully selecte
15、d wool. The silken hair we used is at least ten inches long. As you know, the longer the raw wool, the greater the strength of the yarn. In addition, it is hard-wearing and does not soil easily. You will find that the consignment supports our claim to sell the best rugs of this kind at a reasonable
16、price at any time, to any persons. Our Figure Master calculator weighs only 1 ounce. It is as heavy as a flashlight. As to its size, the dimensions are 3 by 2 by inches - only slightly bigger than a playing card. That is why people prefer to bring one wherever they go. It easily fits their purse or jacket pocket.,Our recent researches and tests have showed that rooms with our newly-developed Energy Savers stay warmer and require 20 percent less fuel than tho
