SALES LETTERS 銷售信函.ppt

1、SALES LETTERS,PERSUASIVE WRITING,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.,Your letters should be inductivel

2、y, 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,With all three types of persuasive letters, certain guidelines apply:,1. Gain the rea

3、ders 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,SALES,The sales letter is an open solicitation for a companys products or services. Because most sales letters are mass-produced, writers often att

4、empt 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,SALES CONT.,Other devices used in sales letters are bold style, lists, capi

5、talization, exclamation points, and lots of numbers and figures. The tone of the sales letter is usually excited and very focused upon the reader,The following is a list of guidelines for writing an effective sales letter,1. Begin with an attention-getting statement. Often attention-getters are phra

6、sed as questions (“When was the last time?”), as startling facts (“Did you know that?”), or as anecdotes (“Youre walking to lunch one day, when”) 2. Limit your paragraphs to only a few sentences; one-sentence paragraphs are not unusual in sales letters,CONT,3. Introduce your product or service, focu

7、sing 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. 4. Talk about what your product or service can do for the reader. Mainta

8、in a focus on your reader. Use lots of action verbs and colorful adjectives and adverbs.,CONT,5. Use repetition to emphasize your point 6. Next, discuss price. Unless a low price is one of your best selling points, wait to discuss it until the middle or end of your letter. Compare your price against

9、 those of your competitors. If your price is higher, focus on the greater benefits your product has to offer as opposed to those of your competitors.,CONT,7. Finally motivate your reader to act immediately. Be clear as to how the reader can begin to enjoy your product, and be sure that what youre as

10、king the reader to do is easy and immediate. 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.,PERSUASIVE REQUEST,A persuasive request differs from a sales letter in that you are not tryi

11、ng to sell something, but are trying to persuade someone to donate time, money, products, or services. The organization of the persuasive request is also somewhat different, as is the tone.,PERSUASIVE REQUESTS CONT,Paragraphs will be longer and more focused. You will want to avoid excitable tone and

12、 attention-grabbing graphics of the sales letter Overall, the tone will be more formal than a sales letter. Not stuffy or pretentious.,Here is a list of guidelines for the persuasive request:,1. Begin with an attention-getter relevant to the subject at hand. 2. Describe the problem and the possible

13、solution. It is best if you outline the solution in general terms rather than specifically targeting the reader early in the letter. 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

14、benefit,CONT,3. Next, focus on how the reader can help with the problem. Remember to target the readers concerns rather than your own; they may be different 4. Discuss both tangible and intangible benefits to the reader. Tangible benefits include tax breaks or memberships for donations; intangible b

15、enefits would be prestige, exposure, and goodwill.,CONT,Your close should be action-oriented. Set up the next step in the process. Be assertive without being obnoxious. For example, if you close by simply saying, “I hope to hear from you soon,” you probably wont. But if you say, “Ill contact you nex

16、t week to get your feelings on this matter,” you let the reader know that youre serious about his or her help. On the other hand, saying something like, “Ill be at your office at 8:00a.m. Monday morning to collect your donation” is both presumptuous and demanding.,PERSUSIVE CLAIMS,Most companies res

17、pond positively to an initial claims letter, either because the product is under warranty or simply because its more economically feasible to grant the customers request that to refuse and risk losing a customer. However, you might find yourself in a situation where your product is no longer covered

18、 by a warranty, yet you feel that the damage or defect is in no way your fault, and you want satisfaction. If this is the case, the direct approach might not work to your advantage. Instead, try the indirect approach by explaining your situation before asking for action,Use the following guidelines

19、to write a persuasive claims letter:,1. Use a neutral beginning by explaining what happened in general terms. Avoid an accusing tone. You should compliment the company if youve been happy with it in the past. Your opening might sound something like this: “We have used Delilah luggage for years and h

20、ave come to expect a reliable and durable product. However, recently we purchased a large, soft-sided suitcase from your Topper line that had a rip in the lining. We didnt discover the rip until we had the suitcase for a month-and-a-half. When we took the suitcase back to Winans Department store, wh

21、ere we had purchased it, the salespeople claimed that it was too late to get a refund, and they were unable to replace it because they were out of stock,”,CONT,2. In the body paragraphs, provide more details, such as dates, model numbers, serial numbers, and names. 3. State your case factually; accuse no one, even if you feel that youve been taken advantage of. 4. Confidently request exactly what you woul