商务英语写作Unit5SalesLetters

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1、Unit5SalesLetters1ObjectivesTolearnsomesamplesTomastersomeguidelinesforwritingsaleslettersTolearnsomeusefulexpressions2IntroductionSaleslettersplayanimportantpartinthesalesprocess.Asalesletterisamarketingtoolthatpromotesgoodsorservice.Itsobjectiveistop

2、ersuadethereadertobuywhattheletteroffers.AllwinningsalesletterssucceedbyfollowingtheAIDAformula.AIDAstandsfor"Attention,Interest,DesireandAction."31)Togetthereader'sattentionwithahard-hittingleadparagraph2)Tohookthereader'sinterest3)Tocreateadesire4)To

3、calltoactionAIDAFormular4AttentionThelettermustgetthereader'sattentionwithahard-hittingleadparagraphthatgoesstraighttothepointoroffersanelementofintrigue.Asaleslettermustcapturethereader'sattentionimmediatelyoritwon'tgetread.AIDAFormular5InterestYouwan

4、ttohookthereader'sinterest.Thisisusuallyaclearstatementofthereader'sproblems,needsorwants.What'snew?What'sinitforthereader?Remember,thereaderisn'tinterestedinyouoryourproducts.Theyareinterestedinwhatyoucandoforthem.AIDAFormular6DesireThelettershouldcre

5、ateadesire.Thedesiretoeliminateorminimizethepotentialforfuturelossorthedesiretogainsomething(prestige,moretime,moreprofits,etc.).Provideacompellingreasontobuyfromyouinsteadofyourcompetition.Thisiscalledyour"USP"or"UniqueSellingProposition".It'sauniquea

6、dvantagethatcustomersgetonlyiftheybuyfromyou.AIDAFormular7ActionYoursalespiecemusthaveacalltoaction.Youmustaskyourcustomertodotheactionthatyouwant,whetheritistobuyortoclickonawebsite.Explainhowandmakeitsoeasyforthemtodoso(asmanypaymentmethodsaspossible

7、)thattheywillfeelleftoutordisappointediftheydon't.AIDAFormular8GuidelinesforWriting•Createashort,powerfulheadline.•Writeaneffectiveopeningtocapturethereader'sattention.•Bespecificinpraisingyourproduct.•Emphasizestrongpoints.•Offerspecialtermstoencourag

8、ethereadertotakeaction.•Keepitpersonalandconversational.•Includetestimonialsfromcustomers.•Keepittoonepage.•Makeiteasyforthereadertorespond9UsefulExpressions1.For30years,VortexhasbeenaleadingmanufacturerofofficeequipmentinEastAsia.2.Voi