CPK Training data

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1、3.1.4SalesPromotionStudyGuide1.BriefintroductionofsalesletterSalesletter,asaparticularkindofcommercialletter,itspurposeistopersuadeyourcustomers(namelythebuyerorimporter)topurchaseyourproductsorservicessuppliedbyyourcompanyoryoursuppliers.Agoodsalesletterwillhelpyoutomakepro

2、fits,expandyourbusinessscopeandraisethecommercialimageandreputationofyourcompanywhileapoorsalesletterwillprobablymakeyousufferfromaheavylossofordersandopportunities.2.HowtowriteagoodsalesletterInordertoachieveyourfinalaims,wemightaswelladopttheso-called“AIDA”principle,thatis

3、:◆Catchthepotentialbuyers'Attentionbyintroducingyourproduct.◆ArousetheirInterestbycomparingthesimilarproducts.◆StimulatetheirDesirebyofferingfashionableterms.◆InducethemtotakeActionofpurchaseyourproduct.AttentionInterestDesireActionWhenwritingasalesletter,itisimportanttohave

4、agoodattitude(“YouAttitude”)inordertosellyourproductorservice,becausethereaderwillwanttoknowwhytheyshouldspendtheirvaluabletimereadingtheletter.Therefore,youneedtoprovideclear,specificinformationthatwillexplaintothereaderwhytheyshouldbeinterestedinbuyingyourproductorservice.

5、Agoodsaleslettersusuallyhavethefollowingessentialwritingstrategies:◆Catchthereader'seye:itisverycrucialinasaleslettertoattractthereader’sattention,oryouwillprobablyfailtoseeyourproductorservice.◆Describetheproductorserviceyouaretryingtosell.◆Convinceyourreaderthatyourclaimsa

6、reaccurate:supportyourcommentswithresearchandfacts.◆Givethereaderopportunitiestolearnmoreaboutyourproductorservice:youcanprovidethereadersomenecessaryinformation,suchasaphonenumber,aWebsiteaddress,anE-mail,orsomeotherwayforthemtoseekoutinformationontheirown.SentenceStructure

7、sandExamplesStructure1taketheopportunitytointroduce…(借此机会介绍)Wetaketheopportunitytointroduceourcompanyastheleadingexportersdealingwithanimalsby-productsinourarea.我们借此机会介绍我公司是当地规模最大的经营畜产品出口的公司。Structure2takethelibertyofdoing…（冒昧做某事）Wehavetakenthelibertyofsendingsomesamplesofou

8、rproductstoyouandhopeyouwillbeinterestedinthem.我们冒昧地向你们寄送了一些我们公司产品的样品，希望你方能