商务英语写作第七章
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商务英语写作
___Chapter Seven Sales letters
Most common letters:
The inquiry letter The acknowledgement letter The response letter The complaint letter The adjustment letter The application letter The acceptance letter
What are the needs of the people ……?
The need for entertainment The need for safety The need socializing The need for knowledge The need for comfort The need for fame The need for more free time
1.What is the aim of sales letter?
The sales letter make the readers realize that not only the product or service is good , but it is good for them.
3. The general plan for sales letters
1.Getting attention or curiosity. 2.Proving benefits to inspire the customer’s desire. 3.To encourage action.
见Sample 7-3
Tips for writing successful sales letters
Analyze the reader. Know the product or service. Emphasize benefits. Understate the price, unless it is an obvious bargain. Enclose more details.
Useful notes:
跟踪信 follow – up letters 经验丰富的新闻记者 a seasoned news reporters 卖点 selling point 再次订货 repeat order 免费电话号码 toll – free number 待命的 to be on call for
Arousing the prospective customer’s interest
Ask a question Refer to audience members Refer to recent happenings Use a dramatic story Stress importance of topic Use a quotation Cite a little-known fact or statistic
1). The Opening
The first paragraph you should grab the interest of readers, and to encourage them to read on.
Have you ever thought about investing in the Stock Exchange, but then dismissed the idea because of the size of your investment? If you die, who will feed your family? If you own a dog, you have a responsibility to keep it clean and fit!
2). The Body
The body should keep the reader’s interest and create in the reader’s mind a need for your product or service. Give the detailed information.
2). The Body
to be healthy to be wealthy to have a safe future to be comfortable to be better than others to be attractive to the opposite sex
Directions:
Our product will never disappoint our customers thanks to its excellent performance and exhibits fine quality, and above all a feeling of luxury offered by no other product of a similar type.
3). The Closing
Make the reader act !
Money-back guarantees Free samples Trail periods Payment plans
3). The Closing
If you are not completely satisfied, then return the alarm clock with no obligation. Remember, this offer is only open for two days. By sending the card before May 24, you will obtain a special discount of 5% at our introductory stage.
Exercises:
请现在就来租车, 让我们带走你旅途的烦恼。 Reserve your car now and let us take the worry out of your travel arrangements.
Exercises:
我们热情欢迎您参加本届时装展,我们最新 的羊绒衫系列在38号展台展出. You are cordially invited to this session of fashion show, in which our latest collection of cashmere sweaters is displayed at No.38 exhibition stand.
Exercises:
有了这“世界各国百科全书”,你所有的问题 都解决了,所有问题的答案都在这部书里.
All your troubles are over with the “Worldwide Encyclopedia” which has all the answers you will ever need.
Exercises:
感谢贵公司的友好合作,请填写附件中的调查问 卷,并发给我方,以便我们了解贵公司客户的满意 度. Thank you for your friendly cooperation. Please fill in the questionnaire attached, and send it back to us in order for us to be informed of your customer’s satisfaction.
Writing a sales letter
Situation:
As the summer school holiday approaches, your company Sweet Treat decided to promote the company’s homemade ice cream to the parents. Please Write a persuasive sales letter for the company.
Sweet Treat Ice Cream Dear Customer: Your kids are home from school for summer and you can hear them screaming. And what are they scream for? ICE CREAM, naturally! Don’t disappoint them! Come into Sweet Treat. Our famous HOMEMADE ice cream can’t be beaten! You will never taste anything this creamy and delicious. And it is all made right in our store so you are guaranteed the freshest ice cream you have ever had.
Visit us before August 25 and you can join our Kids Club – buy nine cones or cups and get the tenth free. With summer already heating up, it is an opportunity you won’t want to pass up. So if you are tired of all the screaming, stop by Sweet Treat today. Faithfully yours,
___Chapter Seven Sales letters
Most common letters:
The inquiry letter The acknowledgement letter The response letter The complaint letter The adjustment letter The application letter The acceptance letter
What are the needs of the people ……?
The need for entertainment The need for safety The need socializing The need for knowledge The need for comfort The need for fame The need for more free time
1.What is the aim of sales letter?
The sales letter make the readers realize that not only the product or service is good , but it is good for them.
3. The general plan for sales letters
1.Getting attention or curiosity. 2.Proving benefits to inspire the customer’s desire. 3.To encourage action.
见Sample 7-3
Tips for writing successful sales letters
Analyze the reader. Know the product or service. Emphasize benefits. Understate the price, unless it is an obvious bargain. Enclose more details.
Useful notes:
跟踪信 follow – up letters 经验丰富的新闻记者 a seasoned news reporters 卖点 selling point 再次订货 repeat order 免费电话号码 toll – free number 待命的 to be on call for
Arousing the prospective customer’s interest
Ask a question Refer to audience members Refer to recent happenings Use a dramatic story Stress importance of topic Use a quotation Cite a little-known fact or statistic
1). The Opening
The first paragraph you should grab the interest of readers, and to encourage them to read on.
Have you ever thought about investing in the Stock Exchange, but then dismissed the idea because of the size of your investment? If you die, who will feed your family? If you own a dog, you have a responsibility to keep it clean and fit!
2). The Body
The body should keep the reader’s interest and create in the reader’s mind a need for your product or service. Give the detailed information.
2). The Body
to be healthy to be wealthy to have a safe future to be comfortable to be better than others to be attractive to the opposite sex
Directions:
Our product will never disappoint our customers thanks to its excellent performance and exhibits fine quality, and above all a feeling of luxury offered by no other product of a similar type.
3). The Closing
Make the reader act !
Money-back guarantees Free samples Trail periods Payment plans
3). The Closing
If you are not completely satisfied, then return the alarm clock with no obligation. Remember, this offer is only open for two days. By sending the card before May 24, you will obtain a special discount of 5% at our introductory stage.
Exercises:
请现在就来租车, 让我们带走你旅途的烦恼。 Reserve your car now and let us take the worry out of your travel arrangements.
Exercises:
我们热情欢迎您参加本届时装展,我们最新 的羊绒衫系列在38号展台展出. You are cordially invited to this session of fashion show, in which our latest collection of cashmere sweaters is displayed at No.38 exhibition stand.
Exercises:
有了这“世界各国百科全书”,你所有的问题 都解决了,所有问题的答案都在这部书里.
All your troubles are over with the “Worldwide Encyclopedia” which has all the answers you will ever need.
Exercises:
感谢贵公司的友好合作,请填写附件中的调查问 卷,并发给我方,以便我们了解贵公司客户的满意 度. Thank you for your friendly cooperation. Please fill in the questionnaire attached, and send it back to us in order for us to be informed of your customer’s satisfaction.
Writing a sales letter
Situation:
As the summer school holiday approaches, your company Sweet Treat decided to promote the company’s homemade ice cream to the parents. Please Write a persuasive sales letter for the company.
Sweet Treat Ice Cream Dear Customer: Your kids are home from school for summer and you can hear them screaming. And what are they scream for? ICE CREAM, naturally! Don’t disappoint them! Come into Sweet Treat. Our famous HOMEMADE ice cream can’t be beaten! You will never taste anything this creamy and delicious. And it is all made right in our store so you are guaranteed the freshest ice cream you have ever had.
Visit us before August 25 and you can join our Kids Club – buy nine cones or cups and get the tenth free. With summer already heating up, it is an opportunity you won’t want to pass up. So if you are tired of all the screaming, stop by Sweet Treat today. Faithfully yours,