外贸函电课件作者赵银德FBC-2ndEdition-Unit07销售促销.ppt

Unit 7 Sales Promotion 销售促销 7.1 Introduction（简介） 目的：掌握如何撰写一封有效的促销信函。 必须具有以下四个特征：吸引注意（Attention），激发兴趣（Interest），产生购买欲望（Desire）和导致购买行动（Action）。促销信函应以诱人的开头来吸引对方的注意力，然后，通过介绍产品或服务的特征（Feature）、优势（Advantage）和利益（Benefit）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。 一般说来，在撰写促销信函时，应注意以下问题： （1）促销信函不可冗长，应以简短为上，否则会给人以负担。 （2）在介绍产品或服务的特征、优势和利益时，语言要清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉。 （3）促销信函的口吻要有亲切感，多使用敬称。 （4）要使对方明了能从你所推荐的产品或服务中受益。 （5）促销信函不仅在外观上要吸引人，而且信函一开头就要能引起读者的兴趣。 7.2 Writing Skills（写作技巧） 促销信函的写作步骤及常见表达方式： 7.3 Specimen Letters（样函） Letter 1：Product promotion Dear Mr. Jones, As you may know, considerable interest was shown in our new product following its recent introduction into overseas markets. We believe you may be interested in personally evaluating its outstanding qualities, and have taken the liberty of1 forwarding under separate air shipment2 directly to your attention. Customers who have ordered this highly innovative machine on a trial basis3 have praised its unique features, especially its completely automated operation, and have placed repeated orders4. By integrating this revolutionary new machine into your manufacturing system we feel sure5 your production volume can be substantially increased. We are looking forward to your reply. Very truly yours, Robin Williams Letter 2：A reply to Letter 1 Dear Mr. Williams, We are delighted to receive your letter of introducing your new product and the sample. We are very interested in the machine feature, such as the ease of operating and production efficiency. We are pleased to place a trial order with you. We expect to place further and large orders with you in the near future. Enclosed please find the detailed requirements. Kindly confirm acceptance of our order by return.