资源描述
SalesLettersPages110-129,ChapterSeven,Contents,AboutSaleslettersStepsandGuidelinesofwritingsaleslettersTipsofDontsSampleAnalysisUsefulSentencePatternsExercises,AboutSalesletters,Salesletterispersuasivewriting.Thepurposeistogetsomeonetodosomething,usuallytobuytheproductorservice.Usuallysalesletterarewrittenintheindirectapproachsincetheyaredirectedtocustomersorpotentialcustomerswithoutinvitation.,Whenwritingasalesletter,youmustdemonstratethattheactionyousuggest(buytheproductorservice)servetheneedsofthereaders.Theseneedsmayinclude:TheneedforentertainmentTheneedforsafetyTheneedforsocializingTheneedforhealthTheneedforknowledgeTheneedforcomfortTheneedforfameTheneedformorefreetime,Satisfyingthoseorotherneedsmaycreateintereststothereaders.Ifyourproductorserviceprovestobegoodenough,itshouldbelinkedtocertainneedthathasalreadybeenfeltbythereaders.Inotherwords,youshouldmakethereadersrealizethatnotonlytheproductorserviceisgood,butalsoitisgoodforthem.,Fourstepsofwritingsalesletter,Togetthecustomersattentionorcuriosity.Youneedtothinkaboutinwhatlogical,appropriatewayyoucanwinalittlefavorwithreaderatthestartenoughthatheorsheiswillingtoreadon.Toarouseinterest.Youneedtopresentconvincingevidenceofthevalueoftheproduct,service,orideasothatyouraudiencewilldevelopadeeperandmoresustainedinterestthatheorshehadatthestart.Inthisstage,youarenottryingtomakethesalesimplypavingtheway.,Fourstepsofwritingsalesletter,Toinspirethecustomersdesire.Desirecomesasthenaturalresultofincreasedinterest.Makethereaderseehimselforherselfenjoyingthebenefitsofyourproductsorservice.Yourreaderwantswhatyouhavetosell.Toencourage/motivateaction.Thatmeansconfidentlyaskingfortheaudiencescooperationandspecifying(stateexplicitlyorindetails)actionstobetakenbytheaudience.,Notes:Inpreparingsalesletter,youshouldfirstofalldeterminethecentralsellingpointsandbenefits.SellingpointmeansthemostattractivefeaturesofaproductorserviceCustomerbenefitsmeanparticularadvantagesbuyerswillrealizefromthosefeatures.Sellingpointsandbenefitscanbeidentifiedbyanalyzingtheproductandthepotentialbuyers.,TipsofDonts,Dontexaggerate.Atruthneedsnostretching.Thereaderknowsyouaretakinghimforaride.Youfoolonlyyourself.Dontbelittleyourreader.Befrankandpolitetohimorher.Youhavetounderstandthatthepersonhumiliatedisneveryourfriendorclient.,Dontballyhoo.Thunderisonlyabignoise;aboltoflightninggetsattention.Dontspeakillofyourcompetitors.Showthereaderswhatyoucando,notwhatotherscannotdo.,SampleAnalysis,Thefollowingtwolettersarewrittenaccordingtothewritingprinciplesmentionedabove.Nowreadthelettersandtrytofigureouthowtheprinciplesareappliedtothem.Thequestionafterthelettersmighthelpyouaccomplishthetask.,1.Whatisthepurposeofeachletter?2.Howdotheauthorsachievetheirpurposes?3.Aretheletterswrittenindirectorderorindirectorder?4.Listtheoutlinesoftheletters5.Howdoestheauthororganizeeachoftheletters?6.Howdotheauthorsgetthereadersattention?7.Identifythecharacteristicsoftheletters.8.Dotheclosingsapplytotheruleofmotivatingactions?9.Sumuptherequirementsforasalesletter.,
展开阅读全文