商务英语写作Chapter

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1、SalesLettersPages110-129ChapterSevenContentsAboutSaleslettersStepsandGuidelinesofwritingsaleslettersTipsofDon’tsSampleAnalysisUsefulSentencePatternsExercisesAboutSaleslettersSalesletterispersuasivewriting.Thepurposeistogetsomeonetodosomething,usuallytobu

2、ytheproductorservice.Usuallysalesletterarewrittenintheindirectapproachsincetheyaredirectedtocustomersorpotentialcustomerswithoutinvitation.Whenwritingasalesletter,youmustdemonstratethattheactionyousuggest(buytheproductorservice)servetheneedsofthereaders.

3、Theseneedsmayinclude:TheneedforentertainmentTheneedforsafetyTheneedforsocializingTheneedforhealthTheneedforknowledgeTheneedforcomfortTheneedforfameTheneedformorefreetimeSatisfyingthoseorotherneedsmaycreateintereststothereaders.Ifyourproductorserviceprove

4、stobegoodenough,itshouldbelinkedtocertainneedthathasalreadybeenfeltbythereaders.Inotherwords,youshouldmakethereadersrealizethatnotonlytheproductorserviceisgood,butalsoitisgoodforthem.FourstepsofwritingsalesletterTogetthecustomers’attentionorcuriosity.You

5、needtothinkaboutinwhatlogical,appropriatewayyoucanwinalittlefavorwithreaderatthestart—enoughthatheorsheiswillingtoreadon.Toarouseinterest.Youneedtopresentconvincingevidenceofthevalueoftheproduct,service,orideasothatyouraudiencewilldevelopadeeperandmoresu

6、stainedinterestthatheorshehadatthestart.Inthisstage,youarenottryingtomakethesale—simplypavingtheway..FourstepsofwritingsalesletterToinspirethecustomers’desire.Desirecomesasthenaturalresultofincreasedinterest.Makethereaderseehimselforherselfenjoyingtheben

7、efitsofyourproductsorservice.Yourreaderwantswhatyouhavetosell.Toencourage/motivateaction.Thatmeansconfidentlyaskingfortheaudience’scooperationandspecifying(stateexplicitlyorindetails)actionstobetakenbytheaudience.Notes:Inpreparingsalesletter,youshouldfir

8、stofalldeterminethecentralsellingpointsandbenefits.SellingpointmeansthemostattractivefeaturesofaproductorserviceCustomerbenefitsmeanparticularadvantagesbuyerswillrealizefromthosefeatures.Sellingpointsandbenefitscanbeidenti