19.销售信函(案例-项目化)X.pptVIP

商务英语写作 Business English Writing 文学院 2012 Business English Writing 商务英语写作 主讲人 栾述文 中国石油大学文学院 Business English Writing 商务英语写作 主讲人 栾述文 中国石油大学文学院 文学院 2012 第十九讲 Sales Letters 销售信函 文学院 2012 Unit 10-1 Sales Letters 10.1.1 Writing Skills 10.1.1.1 Getting Attention In sales letters, make impression on the goods you wish to promote. Try to catch the readers interest in the opening paragraph. Use various techniques to convince receivers to put aside what they are doing or thinking about and consider your sales letter. The beginning sentence must suggest a relationship between the receiver and the product, service, or idea, which must pave the way for the remainder of the sales letter. The sentence following the first sentence should grow naturally. If the receivers do not see the relationship between the first sentence and the sales appeal, they may react negatively to the whole message by thinking they have been tricked into reading. 文学院 2012 Unit 10-1 Sales Letters 10.1.1 Writing Skills 10.1.1.1 Getting Attention Attention-Getting Devices: ? A personal experience; ? A solution to a problem; ? A startling announcement; ? A what-if opening; ? A question; ? A story; ? A proverb or quote from a famous person; ? A split sentence. (See course book pp.183-184) 文学院 2012 Unit 10-1 Sales Letters 10.1.1 Writing Skills 10.1.1.1 Getting Attention Sentence Menu for Getting Attention: Why not enjoy the colorful spring by joining our tourist group after a busy winter? Would be interested in a car which runs on neither conventional gas nor electric power? Wouldnt it be magic to … ? Have you ever felt anything quite as soft and quiet