外贸英语函电第八章促销

c)Give the letter an attractive look and make it as personal as possible. 信的外观要有吸引力， 尽可能使信的语气象私人交往
Besides sales letters and revivers, ‘followup’letters are often used in sales promotion.
这类信比较短；有些公司用印好的格式，填上具 体内容。一封私人形式的信显然将会获得更好的效果， 而写这种信即使麻烦一点也是值得的。
Specimen letter
P124 Letter-1（a sales letter） P125 Letter-2（the reviver） P126 Letter-3（a follow-up letter）
与推销信十分相近的是振兴信（reviver）， 其目的不是去获得新客户而是保持老客户或 再取信于老客户。他们是具有销售潜力的主 要买户。
Sales letters and revivers are often written in the form of a “Circular”.Since circulars are traditionally supposed to find their way into the waste-paper basket without being read, it is essential that in drafting a circular the following rules should be oberved:
推销信和振兴信通常用“通函”的形式 撰写。由于通函平素被人们当作不值一顾就 被扔进废纸篓，因此在拟写通函时务必遵循 下列规则:
a) Keep the letter short, otherwise it may not
be read.
信要短。
b)Catch the reader’s interest in the opening paragraph. 在开头一段就得抓住读者的兴 趣
Letter-writing Guide
A few points are to be noted in writing sales letters, i.e. the Three Don’ts: I. Do not write a sales letter that sounds like a contract.A promise made in a sales letter is held to be binding according to the law of some countries. II. Do not make a false statement in a sales letter, including price, quality or performance capability of a product. III. Do not use a person’s name or other identity in a sales letter without permission. This is a matter concerning invasion of privacy.
撰写推销信的当代趋向，是使信函含有更多 私人交往的气氛。一位写推销信的能手会设法按 买户的观点而不是卖户的观点来报盘。
A good sales letter consists of four essential elements; it must 一封好的推销信应包括下 列4点
a. arouse interest
b. create desire
c. carry conviction d. induce action
A close relative of the sales letter is the Reviver, the puepose of which is not to acquire new customers but to retain or regain old ones. They are the backbones of sales potential.
只要有可能，在随访信中提出一些对推销有利的新 观点和论据是有益的，而信的结尾宜再次表示希望客 户会不失时机的利用先前报盘的有利条件。
Some follow-up letters are quite short; some forms use printed forms in which the details are filled in.But it is obvious that a personal letter, as always, will be more effective and well worth the trouble.
这种信可提到客户过去的询价以及公司过去提出过 的报盘。在信中可以对一直没有订单表示惊讶或遗憾， 并谨慎的询问一下原因。
It is useful, wherever possible, to put forward in the follow-up letter new points and arguments favourable to the promotion of sales, and the letter will end with the repeated hope that the customer will take advantage of the offer.
除了推销信和振兴ห้องสมุดไป่ตู้之外，在推销方面常用“随访 信”。
A follow-up letter will refer to the customer’s enquiry and to the offer the firm has previously made; it will express regret or surprise that no order has been received and discreetly inqurie into the reason.
Unit Eight Sales Promotion
Points for attention Specimen letter Letter-writing guide Exercises
Points for attention
The modern trend in sales letter writing is towards making the letters more personal. A good sales letter writer tries to represent the offer from the point of view of the buyer, not the seller.