世纪商务英语写作训练Lesson-4-Sales-Letters.pptVIP

Lesson 4 Sales Letters 销售函 Focuses of Lesson 4 Guidelines in writing a sales letter Four steps in writing a sales letter Samples Useful sentence patterns Practice Lead-in Read the following twoppt, then conclude some focuses of the introduction to sales letter. Lead-in Sales letters is persuasive writing. The purpose is to get someone to do something, for example, to persuade consumers to grant the request or to spend time, money, etc. Usually, sales letters are written in the indirect approach since they are directed to consumers or potential customers without invitation. When writing a sales letter, you must demonstrate that the action you suggest serves the needs of the readers. In other words, you should make the readers realize that not only the product or service is good, but it is good for them. Lead-in In preparing sales letters, however, you should first of all determine the central selling points and benefits. Selling points means the most attractive features of a product or service; consumer benefits mean particular advantages buyers will realize from those features. We can identify selling points and benefits by analyzing the product and the potential buyers. How to Write a Sales Letter A well-written sales letter usually consists of the following four steps: 1.To get the customers’ attention or curiosity As a business writer, you’re advised to begin a sales letter with a question, a quotation or a statement. For example: Do you know why Chinese food is one of the best in the world? Why not enjoy the colorful spring by joining the Rainbow Tourist Group after a completely busy winter? How to Write a Sales Letter Mark Twain said, “ The secret to success is – find out where the people are going and get there first.” We have followed this wise saying. “We find delight in the beauty and happiness of children.”—Ralph Waldo Emerson. What do you want for your children? A better world? A happier life?