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1、,Unit Eight Sales and Contract,大学核心商务英语写作教程,Main Theme,Direct marketing (sending a sales letter) is the most effective way to market your products and find new buyers. The sales letter that you send represents your company. If it looks good, you look good. If it looks bad, you look bad. If there are
2、 mistakes in the letter, then the quality of your product is questioned. It is important that your sales letter looks nice and is effective in order to induce the customers action of purchase. In external trade, the business contract is the symbol of achievement of the partnership for both sides. A
3、contract is generally a formal written agreement, having the force of law, between two or more people or groups. There are many kinds of contracts such as employment contract, extension-of-employment contract, business contract, etc. It stipulates the rights and duties of both sides.,Exploring the T
4、opic,1. What are the three types of Sales Letters? Direct mail letters Retail letters Sales promotion letters,2. What do you think a contract should consist of? Title Body Date Place Signature, etc.,3. Can you list some kinds of contracts? Sales Contract Employment Contract Lease Contract Technology
5、 Transfer Contract Insurance Contract Supply Contract,I. Introduction,II. How to Write a sales letter?,III. Sales Letter Samples,IV. Writing Practice,Section I Sales Letters,I. Introduction,Letters written expressly to sell a product or service are sales letters. The sales letter is a form of advert
6、isement. Its main purpose is to expand business by selling a particular kind of goods or services to selected types of customers. A sales letter is written in order to persuade the readers that they need what you are trying to sell, and therefore persuade them to buy it. To achieve the purpose effec
7、tively, a good sales letter must follow the principles known as AIDA, namely, 1) to catch the readers Attention, 2) to arouse their Interest, 3) to stipulate their Desire, 4) to induce their Action of purchase.,What are the three types of sales letters ?,They are: direct mail letters, retail letters
8、 and sales promotion letters. Direct mail letters are sent to sell your product or service to a target buyer; retail letters aim to provide necessary information about a sale or a special offer; while sales promotion letters are to urge the reader to enquire about what you have to supply.,The design
9、ing of a sales letter demands a style different from any other types of business writing, because the sales letter is regarded as a silent salesman who should bring every piece of relevant information about your product and service to the prospective buyer. In other words, your sales letter should b
10、e clear and complete. Meanwhile, you have to make sure that your letter should not be so long that it becomes boring.,II. How to Write a Sales Letter?,Effective sales letters generally have four paragraphs and are arranged in the following manner: Paragraph 1: Attracting Attention A recent research
11、study showed that the readers generally spend seven seconds looking at a sales letter to determine if they are interested or not. If within that 7 seconds you have convinced the reader that you have a product they would like to buy and resell, then they will continue reading. Otherwise the letter go
12、es into the trash.,Effective sales letters generally have four paragraphs and are arranged in the following manner: Paragraph 2: Building Interest and Desire Once you have the readers attention you must give the basic details. Your goal is to show that you have a reliable product that the importer c
13、an buy from you and then easily resell in your city for a profit.,Effective sales letters generally have four paragraphs and are arranged in the following manner: Paragraph 3: Convincing the Reader At this point you have the readers interest and have given the basics. This paragraph tells the import
14、er the benefits of buying your product. Here you show the buyer how he/she will benefit from buying your product.,Effective sales letters generally have four paragraphs and are arranged in the following manner: Paragraph 4: Request for Action This paragraph is short and has only one function: tell t
15、he buyers how to get more information. It is very important that you put your web site address in this last paragraph and encourage the reader to go there to see more about your products.,How to Write the Perfect Sales Letter,Create a short, powerful headline. Start the body of the letter with a pol
16、ite but personal tone. Give a convincing answer. Shoot holes in your competitors offers. Summarize. Add the clincher.,Three Types of Sales Letter -Direct Mail Letters,The elements of an effective direct mail letter: 1. Whats the best way of getting the readers attention so that he/she will want to read on? 2. When I have the readers attention, how can I create genuine interest in my product? 3. Once I have created interest, how can I persuade the reader
