商务英语函电Unit11SalesLetter

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1、UnitElevenSalesLettersPartOne:TeachingAims&Requirements:1.Helpstudentstoknowtheformatandthecontentofasalesletterandhighlightthesellingpointsincludedinasalesletter;2.Helpstudentstolearnandmasterkeywords,phrasesandsentencepatternsaboutsalespromotion;3.Helpstudentstowriteasatisfacto

2、rysalesletterwithcorrectlayout,completecontentsandattractiveuniquesellingpoints.PartTwo:BackgroundKnowledgeI.ThedefinitionofasalesletterⅡ.SalesLetterStructure•Header/Title•UniqueSellingProposition•Benefit•Testimonial•Bonuses•Guarantee•Summary1.Header/TitleAreYouStillSufferingFrom

3、_________?AreYouMakingTheseSameMistakes?AtLast!The(credibilityindicatorlike"Bestselling"or"AsseenonOprah")SystemThatIsRevolutionizing___________SaveYourself30%on_________ByFollowingThisSimpleStepsHowIWentFrom(loser)to(winner)inJust2Weeks!HowTo(CookThaiFood)LikeThe(Locals)56Ways__

4、__________SavesYouTime,WorkandMoney.2.UniqueSellingPropositionDiscoveryourcompetitor'sweaknessesanddemonstratethemtoyourprospects.toshowthecustomerthatyouhaveadeepunderstandinginthisareaandyouareanexpertonthesubject.3.BenefitToensureyou'relistingbenefitsinsteadoffeatures,thenaddt

5、heword"which"afterit:whateverfollowsisabenefit.Forexample:Timersetting,whichsavesyouthehassleofgettingupinthemiddleofthenighttoturnitoff.4.TestimonialRatherthansingingyourownpraises,whynotletyoursatisfiedcustomersoraratingscompanydoitforyou?Forexample:PleaseaskMr.Li,yournext-door

6、neighbourwhathehasgainedfromourbestservice.5.BonusesThebonusisallaboutperceivedvalue;manypeopleinfactbuyproductsforthebonusesthemselves!Ifyou'reofferingane-bookonCajuncooking,offeravideothatdemonstrateshowtomakeroux,andseveralotherCajunsauces.Howaboutrecipesforcocktailsthatarefam

7、ousintheSouth?AlistofthebestrestaurantsinNewOrleans?Alloftheseareeasytocreateanddramaticallyimprovethevalueofyourproduct.6.GuaranteeOfferingaguaranteeof30or60daysandallowingafullrefundifcustomersarenotsatifiedwiththeproduct.7.SummaryIntroduceafinalparagraphthatmentions(a)thespecf

8、icactiontaken,(b)thereceiver’srewardfort