促销信函

33 Jingda South Road, Zhangjing Town
Wuxi, Jiangsu,China
3rd June, 2003
Geneva Chamber of Commerce
Dear Sirs,
We understand from The Swiss Business Guide for China that your organization is helping Swiss firms to seek investment opportunities in China and business cooperation with Chinese partners. We are writing to establish business relations with you and we are willing to attract Swiss companies' investment to Jiangsu Province.
We are seeking foreign investment for capital construction, such as improving tap water system and highway construction. We invite Swiss companies with most favorable polices to set up their firms in any form in these fields.
Our committee provides advice and assistance to firms seeking to export their services or goods to foreign countries and import goods and services from abroad. We can also provide companies with information on the world market and business opportunities as well as organizing trade missions, seminars and business briefings.
Should you have any questions, please feel free to contact us. For our credit standing, please refer to the following bank: Bank of China
Thank you for your attention and looking forward to your prompt reply.
Yours faithfully,
Li Long Li Long
Director
Letter 5：Recommending products
Dear Sir or Madam:
One will certainly feel pleased with ladies’ dresses that are beautiful in pattern, elegant in style and reasonable in prices. These are just the characteristics of our ladies’ dresses for export.
The range of our ladies’ dresses is extensive. They are all made of selected fabrics and deliberately designed, cut, stitched and trimmed.
A catalogue has been enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotations.
Yours sincerely,
Helen Chang
Dear Sirs,
We understand your company from Beijing Daily that you are the main importer of electrical appliance, and you want to purchase presently fanners.
Therefore, we are glad to inform you that we produce all kinds of fanners, they are of good quality and function. All of them must be checked up strictly. It is worth introducing LingKong Brand fanner which has been improved a lot recently. We are sure that it can be sold well in your market. We want to establish business relations with your firm and make efforts together to expand our business.
For our credit standing, please refer to the following bank: Branch Bank of Guangzhou of Bank of China.
Thank you for your attention and looking forward to your prompt reply.
Yours faithfully,
Zhanfei Zhanfei
Director 敬启者：我方从《北京日报》上得知贵公司是家用电器的主要进口商，目前贵方想购买电风扇。

因此，我方非常高兴地告诉贵方，我厂生产各种电风扇，产品质量和性能都经过严格检验，特别是近期生产的“凌空”风扇有许多改进之处，深信它会畅销贵方市场。

我想通过与贵公司建立业务关系，共同努力，扩大我们的业务范围。

关于我方的资信情况，请向中国银行广州分行查询。

期盼贵方早日回复！
谨上
Week 10th Sales of Promotion
1.Introduction
Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!).
销售促销
1. Introduction（简介）
目的：掌握如何撰写一封有效的促销信函。

必须具有以下四个特征：吸引注意（Attention），激发兴趣（Interest），产生购买欲望（Desire）和导致购买行动（Action）。

促销信函应以诱人的开头来吸引对方的注意力，然后，通过介绍产品或服务的特征（Feature）、优势（Advantage）和利益（Benefit）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。

一般说来，在撰写促销信函时，应注意以下问题：
（1）促销信函不可冗长，应以简短为上，否则会给人以负担。

（2）在介绍产品或服务的特征、优势和利益时，语言要清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉。

（3）促销信函的口吻要有亲切感，多使用敬称。

（4）要使对方明了能从你所推荐的产品或服务中受益。

（5）促销信函不仅在外观上要吸引人，而且信函一开头就要能引起读者的兴趣。

SAMPLE1
Dear Sirs,
Re: Old Price to Favour Old Client
Thank you very much and your order No.392.
Unfortunately, in common with other suppliers, our prices have risen since you placed an order with us two years ago. This is due to the rising cost of raw materials. However, you will be pleased to hear that we have decided to supply your current order at the old price as you used to be our regular client. I will keep you fully informed about the progress of your order.
Yours sincerely,
Words and Phrases:
1. in common with other suppliers 与其他的供应商一样
2. This is due to the rising cost of raw materials. 这是由于原材料价格上涨所致
3 ．I will keep you fully informed about the progress of your order. 我会随时通知你有关订单的执行进展情况。

敬启者：
主题：老定价优惠老客户
非常感谢你和你的第392号订单。

不幸的是，和其他供应商一样，自从你2年前向我们订购后，我们的价格已经上涨。

这是由于原材料价格上涨所致。

不过，你会高兴得知，我们已经决定按照老定价向你供应这批订货，因为你曾是我们的老客户。

我会随时通知你有关订单的执行进展情况。

你真诚的XXX
SAMPLE 2
Dear Customer,
Re: NEVER W ASH PANS AGAIN
We said it and we mean it: NEVER W ASH PANS AGAIN! You can now do all your cooking in beautiful Ceramic Ware—cook and serve food in the same lovely dishes! Boil, fry, roast, bake—do it all in Ceramic Ware. Freeze food in the same dishes, if you wish. These beautiful utensils, made of the same amazing ceramic used in missile cones, can go from freezer to stove to table. You then slip them into the dishwasher or the sink with the other dishes. Never slave at scouring pans again.
Come and see Ceramic Cookware Demonstrated in Big Store's Housewares Department
Wednesday, Thursday, Friday
April 10th, 11th, and 12th
Handle these Ceramic cook-and-serve pieces. Test and try them yourself. You'll be impressed by their practical and beautiful design, and more important of all the surprisingly reasonable prices.
Yours truly,
译文：
亲爱的顾客：
主题：再也不用洗锅盘了
我们当真这么说；再也不用洗锅盘了！现在您可以用漂亮的搪瓷器皿从事各种烹调——用同一件漂亮的器皿烹调和盛放食物。

煮、煎、烤、烘，搪瓷器皿样样都行。

如果您愿意，还可以在该器皿内冰冻食物。

这些漂亮的器皿用制造导弹外壳的特殊材料制成，能够从冰箱内取出，放上火炉，再端上餐桌。

您随后将它们放入洗碗机或者洗涤槽同其他碟子放在一起就行了。

再也无须费神擦拭。

请来大商店的家用器皿部观看搪瓷器皿的展销周三、周四、周五4月10日、11日、12日接受一下这些能烹调和盛放食物的器皿，亲手试试。

您会对它们实用而又漂亮的设计留下深刻印象，而最重要的是它那令人惊诧的合理价格。

你真诚的XXX
2.Specimen Letters（样函）
Letter 1：Product promotion
Dear Mr. Jones,
As you may know, considerable interest was shown in our new product following its recent introduction into overseas markets. We believe you may be interested in personally evaluating its outstanding qualities, and have taken the liberty of forwarding under separate air shipment directly to your attention.
Customers who have ordered this highly innovative machine on a trial basis have praised its unique features, especially its completely automated operation, and have placed repeated orders. By integrating this revolutionary new machine into your manufacturing system we feel sure your production volume can be substantially increased.
We are looking forward to your reply.
Very truly yours,
Robin Williams
Letter 2：A reply to Letter 1
Dear Mr. Williams,
We are delighted to receive your letter of introducing your new product and the sample. We are very interested in the machine feature, such as the ease of operating and production efficiency. We are pleased to place a trial order with you. We expect to place further and large orders with you in the near future. Enclosed please find the detailed requirements.
Kindly confirm acceptance of our order by return.
Yours sincerely,
Rob Jones
Letter 3：Offering a discount
Dear Sir or Madam,
We are glad to have your letter of inquiry forwarded to us by the Chamber of Commerce.
We wish to inform you that we are the largest manufacturing of cigarette lighters in China with a history of over 30 years. Our products are well-known for their superior quality and prompt shipment. The quality and prices compare favorably with those of other makes.
We deem it to your advantage to push the sales of our products in your market. We are prepared to give you a 10% quantity discount if your order exceeds 10 000 pieces. We are sure that you will find a ready sale of our products.
We are looking forward to hearing from you soon.
Yours faithfully,
Ming Wang
Letter 4：A reply to Letter 3
Dear Mr. Wang,
Thank you so much for your introduction and the discount you offered. We find both quality and prices satisfactory and are pleased to give you an order for 20 000 pieces on the understanding that they will be supplied from current stock. We hope to find a good market for these cigarette lighters.
Please send us your confirmation of sales in duplicate.
Yours faithfully,
Rob Lee
Letter 5：Recommending products
Dear Sir or Madam:
One will certainly feel pleased with ladies’ dresses that are beautiful in pattern, elegant in style and reasonable in prices. These are just the characteristics of our ladies’ dresses for export.
The range of our ladies’ dresses is extensive. They are all made of selected fabrics and deliberately designed, cut, stitched and trimmed.
A catalogue has been enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotations.
Yours sincerely,
Helen Chang
Letter 6：A reply to Letter 5
Dear Miss Chang,
Referring to your mail, we regret to have to disappoint you.
We just gave an order of ladies dress and don’t expect further orders for at least six months. We trust that you would be kind enough to understand our difficulty and excuse us. Nevertheless, we are still looking forward to your offer after six months.
Yours sincerely,
Cyrille Guiilot 3. Focal Words（焦点词汇）
charge
v. 收费，索要，把……记帐，使承担，指控，使充满
He is charged 5 dollars for mending a pair of shoes.
The new appointed manager is charged with heavy responsibility.
n. 费用，掌管，责任，指控，负荷
Samples will be sent free of charge.
The manager assumes full charge of the business.
chargeable: adj. 可以控诉的，应付费的，应由某人负责的These expenses are chargeable on him.
concern
v. 涉及，使关心
This negotiation is concerned with the payment terms.
The businessman is concerned for the discount.
n. 利害关系，关心
It is a matter of utmost concern.
He has shown his concern for the quality.
concerned: adj. 有关的，关切的
All parties concerned should attend the meeting.
concerning: prep. 关于
Please inform me concerning this matter.
draw
v. 抽出，汲取，开立（票据），草拟
Samples are drawn from the bales at random.
The water is drawn from the well.
We are going to draw the L/C within this week.
They will draw a document next week.
n. 抽签，有吸引力的事物，平局
This business is a great draw.
The game ended in a draw.
drawee: n. 受票人，汇票付款人
drawer: n. 抽屉，开票人，汇票发票人
pay
v. 支付，有利
How much do you pay for it?
It will pay to do that business.
n. 工资，薪金
equal pay for equal work
payment: n. 支付，付款
Both sides have agreed on the payment terms.
payable: adj. 可付的，应付的
payer: n. 付款人
payee: n. 收款人
stipulate
v. 规定，订定
It is stipulated that the payment should be made within a month.
We regret to find that the goods are not packed as stipulated.
stipulation: n. 规定，条款，项目
The transaction is settled down with the stipulation of direct shipment.
eful Sentences（实用语句）
1. Our goods are moderate in price, about 10% lower than our competitors’.
2. Our products have been enjoying fast sales in Europe.
3. Being moderate in price, excellent in craftsmanship, and unique in design, our products are very popular with the young.
4. The quality and prices of our products compare favorably with those you are now using.
5. We are giving you the first chance in view of your previous substantial orders, but we should appreciate a prompt reply.
6. We give you this special discount for the order with the view of developing the business relations between us.
7. To encourage you to place orders with us, we would allow for a 3% special discount for any order received at the end of September.
8. As this product is now in great demand, we would recommend you to accept this offer as soon as possible.
9. We deem it to your advantage to avail yourselves of our offer.
10. We believe that the above terms are acceptable to you and await your final order with keen interest.
11. In view of the huge demand of this product, we should advise you to work fast and place an order with us as soon as possible.。