资源描述
,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit Eleven,Sales Letters,Part One:Teaching Aims&Requirements,:,1.Help students to know the format and the content of a sales letter and highlight the selling points included in a sales letter;,2.Help students to learn and master key words,phrases and sentence patterns about sales promotion;,3.Help students to write a satisfactory sales letter with correct layout,complete contents and attractive unique selling points.,Part Two:Background Knowledge,I.The definition of a sales letter,.,Sales Letter Structure,Header/Title,Unique Selling Proposition,Benefit,Testimonial,Bonuses,Guarantee,Summary,1.,Header/Title,Are You Still Suffering From _?,Are You Making These Same Mistakes?,At Last!The(credibility indicator like Bestselling or As seen on Oprah)System That Is Revolutionizing _,Save Yourself 30%on _ By Following This Simple Steps,How I Went From(loser)to(winner)in Just 2 Weeks!,How To(Cook Thai Food)Like The(Locals),56 Ways _Saves You Time,Work and Money.,2.,Unique Selling Proposition,Discover your competitors weaknesses and demonstrate them to your prospects.,to show the customer that you have a deep understanding in this area and you are an expert on the subject.,3.,Benefit,To ensure youre listing benefits instead of features,then add the word which after it:whatever follows is a benefit.For example:,Timer setting,which saves you the hassle of getting up in the middle of the night to turn it off.,4.,Testimonial,Rather than singing your own praises,why not let your satisfied customers or a ratings company do it for you?For example:,Please ask Mr.Li,your next-door neighbour what he has gained from our best service,.,5.,Bonuses,The bonus is all about perceived value;many people in fact buy products for the bonuses themselves!If youre offering an e-book on Cajun cooking,offer a video that demonstrates how to make roux,and several other Cajun sauces.How about recipes for cocktails that are famous in the South?A list of the best restaurants in New Orleans?All of these are easy to create and dramatically improve the value of your product.,6.,Guarantee,Offering a guarantee of 30 or 60 days and allowing a full refund if customers are not satified with the product.,7.,Summary,Introduce a final paragraph that mentions,(a)the specfic action taken,(b)the receivers reward for taking action,(c)an inducement for taking action quickly.It also presents the action as easy to take.,To sum up,a good sales letter follows the IDPA formula:interest,description,proof and action.Arouse the readers interest,make a good description and offer proof or benefits to be able to provide using the recommended products or service,and then last but not least persuade or motivate customers to take action with provided access.,Part Three:Sample Letters(1),Study of Useful Words&Phrases,1.stand for=be a symbol of,represent or mean,e.g.,Twenty years stands for a long period in ones life.,二十年在人的一生里意味着一个很长的时期。,2.Seize/take an opportunity抓住、利用时机，e.g.,In the second half of 2002,it meant it could turn the marketing tap on fast when it saw an opportunity to take share from rivals.,这也意味着在2002年下半年有时机从竞争对手那里夺取份额时，公司能迅速展开营销攻势。,3.demand n.&v.,要求、需求,e.g.,a great demand for sth.=Sth.in great demand,On demand,1)When presented for payment:,即期票据，见票即付的票据：,a note payable,on demand,.,一张见票即付的票据,2)When needed or asked for:,有求必应，处于被需要或被请求的时刻：,Fed the baby,on demand,无微不至地照料小孩,【说明】,demand,用作动词时，后接不定式,不能接动名词,;,被要求的人作为宾语时用,of,引出，例如：,I demanded an answer of him.,我要求他答复。后面从句中的动词用虚拟语气，例如：,I demand that one of you(should)go there at once.,我要求你们中间一人立即到那里去,!(,美国用法省略,should),4.at a discount 折价,减价发行,低于面值的价格;没有销路,不被尊重,吃不开,The traditional ways of doing business is now at a discount in future market.传统的生意经现在在期货市场吃不开了。,prompt cash discount 现货折扣,purchase discount购置折扣,进货折扣,quantity discount数量折扣,大量购置折扣,sales discount销售折扣,sample discount样品折扣,wholesale discount批发折扣,discount of accounts receivable应收帐款的短期贴现信贷,discount on bills bought购入票据的贴现,Part Three:Sample Letters(2),Study of Useful Words&Phrases,1.property n.something owned;asset财产，财产权,The city is developing rapidly and property in the center is becoming more expensive.,这个城市在飞速开展，市中心的房地产价格越来越昂贵。,properties n.pl of property,always means attributes,nature or performances属性，特性 e.g.,Certain plants have medicinal(healing)properties.某些植物具有药物效用。,2.provision n.stipulation,supply or sth.supplied e.g.,Both sides have to act according to the provisions of the agreement.,双方都应按照协议条款规定办事。,Particular attention must be paid to the provision of cooking fuel.,必须特别注意燃料的供给。,We set o
展开阅读全文