SALES LETTERS 销售信函PPT课件

On the other hand, saying something like, “I’ll be at your office at 8:00a.m. Monday morning to collect your donation” is both presumptuous and demanding.
2. Limit your paragraphs to only a few sentences; one-sentence paragraphs are not unusual in sales letters
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3. Introduce your product or service, focusing on its most attractive features (limit these to two or three). Use facts and figures whenever possible to back up your claims; people are much less likely to believe you when your claims are unsubstantiated or exaggerated.
The tone of the sales letter is usually excited and very focused upon the reader
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The following is a list of guidelines for writing an effective sales letter
People are more likely to read something they can quickly scan through, as opposed to long, difficultCONT...

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Lead-in
Read the following two-page ppt, then conclude some focuses of the introduction to sales letter.
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Lead-in
❖ Sales letters is persuasive writing. The purpose is to get someone to do something, for example, to persuade consumers to grant the request or to spend time, money, etc. Usually, sales letters are written in the indirect approach since they are directed to consumers or potential customers without invitation.
How to Write a Sales Letter
I’m going to let you in on my secret. This secret could make you hundreds of extra dollars per week.
We are very pleased to announce the release of our new style cotton T-shirts.
Lesson 4 Sales Letters 销售函
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Focuses of Lesson 4
❖ Guidelines in writing a sales letter ❖ Four steps in writing a sales letter ❖ Samples ❖ Useful sentence patterns ❖ Practice

4. Discuss both tangible and intangible benefits to the reader. Tangible benefits include tax breaks or memberships for donations; intangible benefits would be prestige, exposure, and goodwill.
Try to convince the reader that he or she should act now; if you fail to do this, the reader will probably put the letter away and never get around to responding.
For example, if your university needs a new computer room, and you need a donation of equipment, describe the computer room and how it would function for the students’ benefit
Your letters should be inductively, or indirectly, organized
You want to state your case before asking for anything
Three different types of letters are persuasive in nature.
Because most sales letters are massproduced, writers often attempt a personal, friendly tone to offset the fact that these letters are unable to target an individual reader.

Your child can see vivid moving pictures of this year’s birthday party ---- and from a machine so easy to use that your child can operate it. Watch the child lift the Komcord combination video recorder. See how easy? We kept the weight down to four pounds by using an allaluminum case. Let the youngster set it on a coffee table, chair, or kitchen table ---- easily. Now swing the film gate open and insert film. All you have to do is keep the film in front of the groove embossed on the frame. See how easily you can turn the pitch ---- control knob for the range of sound you like best. And notice the clear, sharp pictures you get because of the powerful 750 ---- watt bulb.

2) Introducing the Product or Service and Arousing Interest and Desire to Buy
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