大学核心商务英语写作教程课件王正元 ISBN9787566300324 PPTunit 8.ppt

Main Theme Direct marketing (sending a sales letter) is the most effective way to market your products and find new buyers. The sales letter that you send represents your company. If it looks good, you look good. If it looks bad, you look bad. If there are mistakes in the letter, then the quality of your product is questioned. It is important that your sales letter looks nice and is effective in order to induce the customers’ action of purchase. In external trade, the business contract is the symbol of achievement of the partnership for both sides. A contract is generally a formal written agreement, having the force of law, between two or more people or groups. There are many kinds of contracts such as employment contract, extension-of-employment contract, business contract, etc. It stipulates the rights and duties of both sides. Exploring the Topic 1. What are the three types of Sales Letters? Direct mail letters Retail letters Sales promotion letters 2. What do you think a contract should consist of? Title Body Date Place Signature, etc. 3. Can you list some kinds of contracts? Sales Contract Employment Contract Lease Contract Technology Transfer Contract Insurance Contract Supply Contract I. Introduction  Letters written expressly to sell a product or service are sales letters. The sales letter is a form of advertisement. Its main purpose is to expand business by selling a particular kind of goods or services to selected types of customers. A sales letter is written in order to persuade the readers that they need what you are trying to sell, and therefore persuade them to buy it. To achieve the purpose effectively, a good sales letter must follow the principles known as AIDA, namely, 1) to catch the readers’ Attention, 2) to arouse their Interest, 3) to stipulate their Desire, 4) to induce their Action of purchase. What are the three types of sales letters ? They are: direct mail letters, retail letters and sales promotion letters. D