2020年SALESLETTERS销售信函.ppt

PERSUASIVE LETTERS
These documents require much thought and effort because you are trying to convince someone to do something such as buying a product or service, donating time or money, or replacing damaged or defective merchandise.
*
SALESLETTERS销售信函
*
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.
1. The Sales letter
2. The Persuasive letter
3. Persuasive claim letters
*
SALESLETTERS销售信函
*
With all three types of persuasive letters, certain guidelines apply:
1. Gain the reader’s attention
2. Define the problem and the proposed solution(in general terms)
3. Explain how the reader can help
4. End with an action-oriented close
*
SALESLETTERS销售信函
*
SALES
The sales letter is an open solicitation for a company’s products or services.
Because most sales letters are mass-produced, writers often attempt a personal, friendly tone to offset the fact that these letters are unable to target an individual reader.
People are more likely to read something they can quickly scan through, as opposed to long, difficult paragraphs
*
SALESLETTERS销售信函
*
SALES CONT...
Other devices used in sales letters are bold style, lists, capitalization, exclamation points, and lots of numbers and figures.
The tone of the sales letter is usually excited and very focused upon the reader
*
SALESLETTERS销售信函
*
The following is a list of guidelines for writing an effective sales letter
1. Begin with an attention-getting statement. Often attention-getters are phrased as questions (“When was the last time…?”), as startling facts (“Did you know that…?”), or as anecdotes (“You’re walking to lunch one day, when…”)
2. Limit your paragraphs to only a few sentences; one-sentence paragraphs are not unusual in sales letters
*
SALESLETTERS销售信函
*
CONT…
3. Introduce your product or service, focusing on its most attractive features (limit these