sales-letters推銷信教學講解課件

SalesLetters

SalesLetters

Inthismodule,youareexpectedObjectivestoknowthecontentandhighlightthesellingpointsincludedinasalesletter;towriteasatisfactorysalesletterwithcorrectlayout,completecontentsandattractiveuniquesellingpoints.2Inthismodule,youareex

Amongthepropagandacampaignactivitiesofthenewroundpromotionforlatestwinterclothing,asaleslettertopotentialcustomersisaneffectiveandleastexpensiveway.QiuXiaoyunwasdemandedtocomposeasaleslettertotheretailertopromotethelatestwinterclothingandshefeltsomethingimproperandawkwardaboutherfirstdraft.Sohelphertoreviseandimprovethefollowingversiontoasuccessfulsalesletter.TaskYourTry13AmongthepropaDearSirs,ZhejiangSunshineCashmereCo.Ltd.isamoderncashmeregarmentcompany.Ourcompanyhasbecomeaprofessionalcashmereproducerinthehighcompetitivecashmeregarmentsmarkets.Ourcompany’spolicyis“Tobuildabrighttomorrowwithtopquality”.Wearestrongatdesigninganddeveloping.Wehaveavaluableexperts’teamengagingindesigningthemostfashionablecolorsandstyles.Alsowehaveverystrictqualitycontrolsystemsupervisingallovertheproductionlines.OurstylesincludeT-shirt,pullover,outwear,underwear,skirtset,pantsset,scarfandshawletc.inpurecashmereandinmulberrysilkandotherpurenaturalsupermaterialaswell.4DearSirs,4Itssimplebutnoble,calmandconfidentstyleofourlatestwinterclothingstandsforthebestchoiceofthoseconsumerswhohavegoodcultivationandfashiontaste.Wesincerelyinviteinterestedpartiestocontactusforfurtherinformationandtofulfillanyofyourcashmereproductsneeds.YoursSincerely,QiuXiaoyunSecretaryofGeneralManager5Itssimplebutnoble,calmNecessaryKnowledgeFormatContentsLanguageTipsforwriting6NecessaryKnowledgeFormat6Yourname

Address

DateMr.(orMs.)_______(ifyouhaveacontactname)

Companyname

AddressofthecompanyDearMr.(orMs.)______,BodySincerely,SignatureTypednameEnclosures[documentsyouhaveenclosed,ifany]Format7Yourname

Address

DateFormagettingattentionwithaquestion,orstatementtocreatesuspensearousinginterestwiththeadvantageofyourproductorserviceprovingbenefitsoftheproductorservicemotivatingactionofplacinganorderSample8gettingattentionwithaquestContentsParaI----Gettingattentionwithaquestion,orstatementtocreatesuspenseParaII----ArousinginterestwiththeadvantageofyourproductorserviceParaIII----ProvingbenefitsoftheproductorserviceParaIV----Motivatingactionofplacinganorder9ContentsParaI----GettingatReferenceExpressionsReferenceExpressions10ReferenceExpressionsReferenceVocabularyDevelopmentProductpromotionFavorablepriceEnjoygoodreputationGreatdemandforProfit-makingopportunityhighestqualityWell-knownSuperior/highperformanceNewdesignReasonable/exceptionalpriceFinequalityAfeelingofluxuryNewly-developedImpressiveprofitModestinvestmentReasonablypriced11VocabularyDevelopmentProductVocabularyDevelopmentServicepromotionExtendspecialoffertoConvenientLongperiodofserviceHighdegreeofreliabilityExcellentserviceHighlypraisedandappreciatedGoodafter-saleserviceThewindowofopportunity12VocabularyDevelopmentServiceSampleSentencesWehavebeenexportingvariouselectricappliancesformanyyearsandhaveenjoyedgoodreputationamongourcustomers.Whynotenjoythecolorfulspringbyjoiningourtouristgroupafterabusywinter?Wouldyoubeinterestedinacarwhichrunsonneitherconventionalgasnorelectricpower?Wouldyouliketoreduceyourrisingdomesticfuelcosts?Wouldn’titbemagicto...NameyourfavoriteGrannycookieandwina$30giftcertificate!Gettingattention13SampleSentencesWehavebeeneSampleSentencesActnowandgeta$50rebate!WeatVoiceTechwouldliketoofferyouanewproductthatwouldhelpyouimproveyourworkefficiency.Mercury808digitaltelephoneisahighperformanceinstrumentforaneasilyaffordableprice.OurproductsarebeingretailedinleadingdepartmentstoresthroughoutEurope.Ourproductsappealtoawideage-group.Gettingattention14SampleSentencesActnowandgeSampleSentencesDreadcleaningupthedirtywindowsofyourhouse?Wewilldoitforyouatapriceyoucan'taffordtopassup!HowtobecomeaCitizenoftheWorldwithoutleavingthecomfortofyourhome?We'llmakeitpossibleforyou!Unlikeotherproducts,ourproductissuperiorintermsofperformance,physicalfeaturesandetc.Arousinginterest15SampleSentencesDreadcleaningSampleSentencesAdiscountof2%onthetotalvaluewillbegrantedifyoucouldmakepaymentwithin15daysofdelivery.Theyare20%lowerincostcomparedwithourpreciousonesandothercompetitors.Iamcertainthatyouwillbeinterestedinournewtoothpaste.Arousinginterest16SampleSentencesAdiscountofSampleSentencesThelargememoryofourhandheldPCwillallowyoutorunthelatest,mostsophisticatedsoftware.Nomoreneedforaseparatefaxmachine.Ourhigh-speedmodemprovideshassle-freeonlineaccess.WithourDX200DigitalPhone,you'llgetthewholeworldatyourfingertips!Tocelebratetheopeningofournewstore,we'lltake10%offanyitemyoupurchasebeforeMay31.Provingbenefits

17SampleSentencesThelargememoSampleSentencesWe'llofferyoualimitednumbertobesoldat15%belowlistprices.Onthesesalesweshallallowyouaspecialdiscountof10%.Youwillreceiveaspecialdiscountof15%,anoffertobemaintaineduntilMay31./thisofferisgoodthroughMay31.Provingbenefits

18SampleSentencesWe'llofferyoSampleSentencesTotakeadvantageofthisspecialoffer,CALLNOW!Toorder,calltoday1-800-000-0000.GoaheadandwinamoststylishEleganzaWatchofyourchoice!Hurry!ThecontestendsMay31.Actnow!ThisofferendsMay31.ThisofferendsMay31andwillnotberepeated.Motivatingaction19SampleSentencesTotakeadvantSampleSentencesIfyouarenotcompletelysatisfied,return…touswithnoobligation.Youpaynothingunlessyouaretotallysatisfied.Noquestionsasked.simplyreturntheproductwithin30daysandwewillrefundyourmoneyinfull.Trythisproductfor15days.Thengobacktoyourold…Weguaranteeyouwon’twanttogoback.Fillintheenclosedorderfromandreturnitwithacheck,wewilleffecttheshipmentimmediatelyuponthereceiptofyourorder.Motivatingaction20SampleSentencesIfyouarenotTipsforwritingAnalyzethereaderIdentifyandlimityouraudienceFindoutexactlywhattheneedsofthisgroupareDeterminepreciselywhatyouwantyourreaderstodoafterreadingyourletter.Knowtheproductorservice21TipsforwritingAnalyzethereEmphasizebenefits

Themostoff-puttingwordsis‘I’butthemosteffectiveoneis‘You’IcantrainyourservicerepsinthelatestsatisfactiontechniquesYourcustomercomplaintratiowilldropbytrainingyourrepsinthelatestcustomersatisfactiontechniquesUnderstatetheprice,unlessitisanobviousbargainEnclosemoredetails22Emphasizebenefits22

DearSirs,ZhejiangSunshineCashmereCo.Ltd.isamoderncashmeregarmentcompany.Ourcompanyhasbecomeaprofessionalcashmereproducerinthehighcompetitivecashmeregarmentsmarkets.Ourcompany’spolicyis“Tobuildabrighttomorrowwithtopquality”.Wearestrongatdesigninganddeveloping.Wehaveavaluableexperts’teamengagingindesigningthemostfashionablecolorsandstyles.Alsowehaveverystrictqualitycontrolsystemsupervisingallovertheproductionlines.OurstylesincludeT-shirt,pullover,outwear,underwear,skirtset,pantsset,scarfandshawletc.inpurecashmereandinmulberrysilkandotherpurenaturalsupermaterialaswell.Task23DearSirs,Task23Itssimplebutnoble,calmandconfidentstyleofourlatestwinterclothingstandsforthebestchoiceofthoseconsumerswhohavegoodcultivationandfashiontaste.Wesincerelyinviteinterestedpartiestocontactusforfurtherinformationandtofulfillanyofyourcashmereproductsneeds.

YoursSincerely,QiuXiaoyunSecretaryofGeneralManagerTask24Itssimplebutnoble,calm

Whatarethebasiccontentsincludedinasalesletter?Whatistheappropriatetoneappliedinasalesletter?Couldyousumupsometipstoattractthepotentialcustomers’attentionwhendesigningandwritingtheletter?Notes:Whatisthefunctionofasalesletter?Isthereanyprobleminthissalesletter?25WhatarethebasiccontIsthereanyprobleminthissalesletter?Didn’tfollowtheprincipleofasalesletterLackedthekeysellingpoints(morelikeacompany/productintroductionthanasalesletter)BeincompleteingettingattentionandarousinginterestsinthebeginningandpersuadingactionintheendBetooplainandgeneralinthetone(asaleslettershouldbepersuasiveandpersonal)

Summary

!26Isthereanyprobleminthiss2.Whatisthefunctionofasalesletter?toexpandbusiness,topersuadethepotentialcustomertobuywhatthesellersareabletosupply(goodsorservice)272.Whatisthefunctionofa3.Whatarethebasiccontentsincludedinasalesletter?IDPAformula:interest,description,proofandactionArousethereader’sinterestmakeagooddescriptionofferprooforbenefitstobeabletoprovideusingtherecommendedproductsorservicepersuadeormotivatecustomerstotakeactionwithprovidedaccess283.Whatarethebasiccontents4.Whatistheappropriatetoneappliedinasalesletter?

Bepolite,personalandconsiderateAdoptyou-attitudeTrytocreateanatmosphereofintimatepersonalrelationshipGetyourreadersfeelyouareintheirshoes294.Whatistheappropriateton5.Couldyousumupsometipstoattractthepotentialcustomers’attentionwhendesigningandwritingasalesletter?BegreatlycharacteristicandattractiveBeshort,simpleandeasytounderstand,directandpracticalindescribingtheproductsandproofs.Begooddesignedinappearancewithanewstyleanddon’tignoretheletterhead.305.CouldyousumupsometipsSampleAnalysisZhejiangSunshineCashmereCo.,Ltd.No.25KangtaiRoadHuzhou，ZhejiangProvince,ChinaTel:86-572-3177777Fax:86-572-3177888

DearSirs,CharmDefinedbyYou!Doyouwanttotakeabusinessopportunityinthiswinter?WithourSunshinelatestseasonmulti-colorcashmereclothing,giveyouoryourhonoredcustomersareservedluxuriouscharminthiswarmwinter!Arousereaders’interests31SampleAnalysisZhejiangSunsSampleAnalysisWearepleasedtointroduceournewseasonalcashmereclothingproductsandfeelsureyouwillfindinterestedaboutthem.Asaprofessionalcashmereproducerinthehighcompetitivecashmeregarmentsmarkets,wearestrongatdesigninganddevelopingthemostfashionablecolorsandstyles.ThewinterclothingseriesincludeT-shirt,pullover,outwear,underwear,skirtset,pantsset,scarfandshawletc.inpurecashmereandinmulberrysilkandotherpurenaturalsupermaterialaswell.Itssimplebutnoble,calmandconfidentstyleisthebestchoiceofthoseconsumerswhohavegoodcultivationandfashiontaste.Thedemandforitisskyrocketinginbothdomesticandforeignmarkets.

Offertheproductdescription32SampleAnalysisWearepleaseSampleAnalysisOwingtothehighquality,simpledesignsanddelicatedetailsofourproducts,weareconvincedthattheywillbewelcomedinyourmarketandwithjointefforts,businessandmutualbenefitsbetweenuswillwitnessarapiddevelopment.Whywait?Comeandplaceyourorderrightnowasaspecialdiscountof25%willbeofferedonlyduringthispromotionalmonth.Youcanconsultmoredetailedinformationaboutourproductsintheenclosedlatestcatalogue.Wishtohaveyourearlyreply.YoursSincerely,QiuXiaoyunBusinessAssistanttoGeneralManagerEnc:catalogueforourlatestwinterclothingseriesandpricelistConvincethebenefitsPersuadeanaction33SampleAnalysisOwingtothe【Directions】Rewritethefollowingsentencesinamoreattractiveandpersuasiveway.1.Youwillbeinterestedinournewtoothbrush.Wouldyouliketoknowwhichtoothbrushmostdentistsuse?2.TheMacroPrinter2006isbetterthanotherprintersinthesamepricerangeMacroPrinter2006:HeadandShouldersabovethecompetition!3.TheSUNSHINEcashmeresweateriscomfortableTheSUNSHINEcashmeresweater–socomfortablethatyouwon’tfeelyou’rewearingit.4.TheCDBurnerXPisreliable.ScientifictestshowsthatCDBurnerXPisuptotwiceasreliableasotherleadingbrands.Practices34【Directions】RewritethefolloSalesLetters

SalesLetters

Inthismodule,youareexpectedObjectivestoknowthecontentandhighlightthesellingpointsincludedinasalesletter;towriteasatisfactorysalesletterwithcorrectlayout,completecontentsandattractiveuniquesellingpoints.36Inthismodule,youareex

Amongthepropagandacampaignactivitiesofthenewroundpromotionforlatestwinterclothing,asaleslettertopotentialcustomersisaneffectiveandleastexpensiveway.QiuXiaoyunwasdemandedtocomposeasaleslettertotheretailertopromotethelatestwinterclothingandshefeltsomethingimproperandawkwardaboutherfirstdraft.Sohelphertoreviseandimprovethefollowingversiontoasuccessfulsalesletter.TaskYourTry137AmongthepropaDearSirs,ZhejiangSunshineCashmereCo.Ltd.isamoderncashmeregarmentcompany.Ourcompanyhasbecomeaprofessionalcashmereproducerinthehighcompetitivecashmeregarmentsmarkets.Ourcompany’spolicyis“Tobuildabrighttomorrowwithtopquality”.Wearestrongatdesigninganddeveloping.Wehaveavaluableexperts’teamengagingindesigningthemostfashionablecolorsandstyles.Alsowehaveverystrictqualitycontrolsystemsupervisingallovertheproductionlines.OurstylesincludeT-shirt,pullover,outwear,underwear,skirtset,pantsset,scarfandshawletc.inpurecashmereandinmulberrysilkandotherpurenaturalsupermaterialaswell.38DearSirs,4Itssimplebutnoble,calmandconfidentstyleofourlatestwinterclothingstandsforthebestchoiceofthoseconsumerswhohavegoodcultivationandfashiontaste.Wesincerelyinviteinterestedpartiestocontactusforfurtherinformationandtofulfillanyofyourcashmereproductsneeds.YoursSincerely,QiuXiaoyunSecretaryofGeneralManager39Itssimplebutnoble,calmNecessaryKnowledgeFormatContentsLanguageTipsforwriting40NecessaryKnowledgeFormat6Yourname

Address

DateMr.(orMs.)_______(ifyouhaveacontactname)

Companyname

AddressofthecompanyDearMr.(orMs.)______,BodySincerely,SignatureTypednameEnclosures[documentsyouhaveenclosed,ifany]Format41Yourname

Address

DateFormagettingattentionwithaquestion,orstatementtocreatesuspensearousinginterestwiththeadvantageofyourproductorserviceprovingbenefitsoftheproductorservicemotivatingactionofplacinganorderSample42gettingattentionwithaquestContentsParaI----Gettingattentionwithaquestion,orstatementtocreatesuspenseParaII----ArousinginterestwiththeadvantageofyourproductorserviceParaIII----ProvingbenefitsoftheproductorserviceParaIV----Motivatingactionofplacinganorder43ContentsParaI----GettingatReferenceExpressionsReferenceExpressions44ReferenceExpressionsReferenceVocabularyDevelopmentProductpromotionFavorablepriceEnjoygoodreputationGreatdemandforProfit-makingopportunityhighestqualityWell-knownSuperior/highperformanceNewdesignReasonable/exceptionalpriceFinequalityAfeelingofluxuryNewly-developedImpressiveprofitModestinvestmentReasonablypriced45VocabularyDevelopmentProductVocabularyDevelopmentServicepromotionExtendspecialoffertoConvenientLongperiodofserviceHighdegreeofreliabilityExcellentserviceHighlypraisedandappreciatedGoodafter-saleserviceThewindowofopportunity46VocabularyDevelopmentServiceSampleSentencesWehavebeenexportingvariouselectricappliancesformanyyearsandhaveenjoyedgoodreputationamongourcustomers.Whynotenjoythecolorfulspringbyjoiningourtouristgroupafterabusywinter?Wouldyoubeinterestedinacarwhichrunsonneitherconventionalgasnorelectricpower?Wouldyouliketoreduceyourrisingdomesticfuelcosts?Wouldn’titbemagicto...NameyourfavoriteGrannycookieandwina$30giftcertificate!Gettingattention47SampleSentencesWehavebeeneSampleSentencesActnowandgeta$50rebate!WeatVoiceTechwouldliketoofferyouanewproductthatwouldhelpyouimproveyourworkefficiency.Mercury808digitaltelephoneisahighperformanceinstrumentforaneasilyaffordableprice.OurproductsarebeingretailedinleadingdepartmentstoresthroughoutEurope.Ourproductsappealtoawideage-group.Gettingattention48SampleSentencesActnowandgeSampleSentencesDreadcleaningupthedirtywindowsofyourhouse?Wewilldoitforyouatapriceyoucan'taffordtopassup!HowtobecomeaCitizenoftheWorldwithoutleavingthecomfortofyourhome?We'llmakeitpossibleforyou!Unlikeotherproducts,ourproductissuperiorintermsofperformance,physicalfeaturesandetc.Arousinginterest49SampleSentencesDreadcleaningSampleSentencesAdiscountof2%onthetotalvaluewillbegrantedifyoucouldmakepaymentwithin15daysofdelivery.Theyare20%lowerincostcomparedwithourpreciousonesandothercompetitors.Iamcertainthatyouwillbeinterestedinournewtoothpaste.Arousinginterest50SampleSentencesAdiscountofSampleSentencesThelargememoryofourhandheldPCwillallowyoutorunthelatest,mostsophisticatedsoftware.Nomoreneedforaseparatefaxmachine.Ourhigh-speedmodemprovideshassle-freeonlineaccess.WithourDX200DigitalPhone,you'llgetthewholeworldatyourfingertips!Tocelebratetheopeningofournewstore,we'lltake10%offanyitemyoupurchasebeforeMay31.Provingbenefits

51SampleSentencesThelargememoSampleSentencesWe'llofferyoualimitednumbertobesoldat15%belowlistprices.Onthesesalesweshallallowyouaspecialdiscountof10%.Youwillreceiveaspecialdiscountof15%,anoffertobemaintaineduntilMay31./thisofferisgoodthroughMay31.Provingbenefits

52SampleSentencesWe'llofferyoSampleSentencesTotakeadvantageofthisspecialoffer,CALLNOW!Toorder,calltoday1-800-000-0000.GoaheadandwinamoststylishEleganzaWatchofyourchoice!Hurry!ThecontestendsMay31.Actnow!ThisofferendsMay31.ThisofferendsMay31andwillnotberepeated.Motivatingaction53SampleSentencesTotakeadvantSampleSentencesIfyouarenotcompletelysatisfied,return…touswithnoobligation.Youpaynothingunlessyouaretotallysatisfied.Noquestionsasked.simplyreturntheproductwithin30daysandwewillrefundyourmoneyinfull.Trythisproductfor15days.Thengobacktoyourold…Weguaranteeyouwon’twanttogoback.Fillintheenclosedorderfromandreturnitwithacheck,wewilleffecttheshipmentimmediatelyuponthereceiptofyourorder.Motivatingaction54SampleSentencesIfyouarenotTipsforwritingAnalyzethereaderIdentifyandlimityouraudienceFindoutexactlywhattheneedsofthisgroupareDeterminepreciselywhatyouwantyourreaderstodoafterreadingyourletter.Knowtheproductorservice55TipsforwritingAnalyzethereEmphasizebenefits

Themostoff-puttingwordsis‘I’butthemosteffectiveoneis‘You’IcantrainyourservicerepsinthelatestsatisfactiontechniquesYourcustomercomplaintratiowilldropbytrainingyourrepsinthelatestcustomersatisfactiontechniquesUnderstatetheprice,unlessitisanobviousbargainEnclosemoredetails56Emphasizebenefits22

DearSirs,ZhejiangSunshineCashmereCo.Ltd.isamoderncashmeregarmentcompany.Ourcompanyhasbecomeaprofessionalcashmereproducerinthehighcompetitivecashmeregarmentsmarkets.Ourcompany’spolicyis“Tobuildabrighttomorrowwithtopquality”.Wearestrongatdesigninganddeveloping.Wehaveavaluableexperts’teamengagingindesigningthemostfashionablecolorsandstyles.Alsowehaveverystrictqualitycontrolsystemsupervisingallovertheproductionlines.OurstylesincludeT-shirt,pullover,outwear,underwear,skirtset,pantsset,scarfandshawletc.inpurecashmereandinmulberrysilkandotherpurenaturalsupermaterialaswell.Task57DearSirs,Task23Itssimplebutnoble,calmandconfidentstyleofourlatestwinterclothingstandsforthebestchoiceofthoseconsumerswhohavegoodcultivationandfashiontaste.Wesincerelyinviteinterestedpartiestocontactusforfurtherinformationandtofulfillanyofyourcashmereproductsneeds.

YoursSincerely,QiuXiaoyunSecretaryofGeneralManagerTask58Itssimplebutnoble,calm

Whatarethebasiccontentsincludedinasalesletter?Whatistheappropriatetoneappliedinasalesletter?Couldyousumupsometipstoattractthepotentialcustomers’attentionwhendesigningandwritingtheletter?Notes:Whatisthefunctionofasalesletter?Isthereanyprobleminthissalesletter?59WhatarethebasiccontIsthereanyprobleminthissalesletter?Didn’tfollowtheprincipleofasalesletterLackedthekeysellingpoints(morelikeacompany/productintroductionthanasalesletter)BeincompleteingettingattentionandarousinginterestsinthebeginningandpersuadingactionintheendBetooplainandgeneralinthetone(asaleslettershouldbepersuasiveandpersonal)

Summary

!60Isthereanyprobleminthiss2.Whatisthefunctionofasalesletter?toexpandbusiness,topersuadethepotentialcustomertobuywhatthesellersareabletosupply(goodsorservice)612.Whatisthefunctionofa3.Whatarethebasiccontentsincludedinasalesletter?IDPAformula:interest,description,proofandactionArousethereader’sinterestmakeagooddescriptionofferprooforbenefitstobeabletoprovideusingtherecommendedproductsorservicepersuadeormotivatecustomerstotakeactionwithprovidedaccess623.Whatarethebasiccontents4.Whatistheappropriatetoneappliedinasalesletter?

Bepolite,personalandconsiderateAdoptyou-attitudeTrytocreateanatmosphereofintimatepersonalrelationshipGetyourreadersfeelyouareintheirshoes634.Whatistheappropriateton5.Couldyousumupsometipstoattractthepotentialcustomers’attentionwhendesigningandwritingasalesletter?BegreatlycharacteristicandattractiveBeshort,simpleandeasytounderstand,directandpracticalindescribingtheproductsandproofs.Begooddesignedinappearancewithanewstyleanddon’tignoretheletterhea