商务英语写作第七章.ppt

商务英语写作 ___Chapter Seven Sales letters Most common letters: The inquiry letter The acknowledgement letter The response letter The complaint letter The adjustment letter The application letter The acceptance letter What are the needs of the people ……? The need for entertainment The need for safety The need socializing The need for knowledge The need for comfort The need for fame The need for more free time 1.What is the aim of sales letter? The sales letter make the readers realize that not only the product or service is good , but it is good for them. 3. The general plan for sales letters 1.Getting attention or curiosity. 2.Proving benefits to inspire the customer’s desire. 3.To encourage action. 见Sample 7-3 Tips for writing successful sales letters Analyze the reader. Know the product or service. Emphasize benefits. Understate the price, unless it is an obvious bargain. Enclose more details. Useful notes: 跟踪信 follow – up letters 经验丰富的新闻记者 a seasoned news reporters 卖点 selling point 再次订货 repeat order 免费电话号码 toll – free number 待命的 to be on call for Arousing the prospective customer’s interest Ask a question Refer to audience members Refer to recent happenings Use a dramatic story Stress importance of topic Use a quotation Cite a little-known fact or statistic 1). The Opening The first paragraph you should grab the interest of readers, and to encourage them to read on. Have you ever thought about investing in the Stock Exchange, but then dismissed the idea because of the size of your investment? If you die, who will feed your family? If you own a dog, you have a responsibility to keep it clean and fit! 2). The Body The body should keep the reader’s interest and create in the reader’s mind a need for your product or service. Give the detailed information. 2). The Body to be healthy to be wealthy to have a safe future to be comfortable to be better than others to be attractive to the opposite sex Dire