1、Sales Letters 2 In this module,you are expectedObjectivesto know the content and highlight the selling points included in a sales letter;to write a satisfactory sales letter with correct layout,complete contents and attractive unique selling points.3 Among the propaganda campaign activities of the n
2、ew round promotion for latest winter clothing,a sales letter to potential customers is an effective and least expensive way.Qiu Xiaoyun was demanded to compose a sales letter to the retailer to promote the latest winter clothing and she felt something improper and awkward about her first draft.So he
3、lp her to revise and improve the following version to a successful sales letter.Task Your Try14 Dear Sirs,Zhejiang Sunshine Cashmere Co.Ltd.is a modern cashmere garment company.Our company has become a professional cashmere producer in the high competitive cashmere garments markets.Our companys poli
4、cy is“To build a bright tomorrow with top quality”.We are strong at designing and developing.We have a valuable experts team engaging in designing the most fashionable colors and styles.Also we have very strict quality control system supervising all over the production lines.Our styles include T-shi
5、rt,pullover,outwear,underwear,skirt set,pants set,scarf and shawl etc.in pure cashmere and in mulberry silk and other pure natural super material as well.5 Its simple but noble,calm and confident style of our latest winter clothing stands for the best choice of those consumers who have good cultivat
6、ion and fashion taste.We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products needs.Yours Sincerely,Qiu Xiaoyun Secretary of General Manager6Necessary KnowledgenFormat nContentsnLanguagenTips for writing7 Your name Address Date Mr.(or
7、 Ms.)_(if you have a contact name)Company name Address of the company Dear Mr.(or Ms.)_,Body Sincerely,Signature Typed name Enclosures documents you have enclosed,if any8getting attention with a question,or statement to create suspensearousing interest with the advantage of your product or servicepr
8、oving benefits of the product or servicemotivating action of placing an order9ContentsnPara I-Getting attention nwith a question,or statement to create suspensenPara II-Arousing interest nwith the advantage of your product or servicenPara III-Proving benefits of the product or servicenPara IV-Motiva
9、ting action of placing an order10Reference ExpressionsReference Expressions11Vocabulary DevelopmentProduct promotionFavorable priceEnjoy good reputationGreat demand forProfit-making opportunityhighest qualityWell-knownSuperior/high performanceNew designReasonable/exceptional priceFine qualityA feeli
10、ng of luxuryNewly-developedImpressive profitModest investmentReasonably priced12Vocabulary DevelopmentService promotionExtend special offer toConvenientLong period of serviceHigh degree of reliabilityExcellent serviceHighly praised and appreciatedGood after-sale serviceThe window of opportunity13Sam
11、ple SentencesnWe have been exporting various electric appliances for many years and have enjoyed good reputation among our customers.nWhy not enjoy the colorful spring by joining our tourist group after a busy winter?nWould you be interested in a car which runs on neither conventional gas nor electr
12、ic power?nWould you like to reduce your rising domestic fuel costs?nWouldnt it be magic to.nName your favorite Granny cookie and win a$30 gift certificate!Getting attention14Sample SentencesnAct now and get a$50 rebate!nWe at VoiceTech would like to offer you a new product that would help you improv
13、e your work efficiency.nMercury 808 digital telephone is a high performance instrument for an easily affordable price.nOur products are being retailed in leading department stores throughout Europe.nOur products appeal to a wide age-group.Getting attention15Sample SentencesnDread cleaning up the dir
14、ty windows of your house?We will do it for you at a price you cant afford to pass up!nHow to become a Citizen of the World without leaving the comfort of your home?Well make it possible for you!nUnlike other products,our product is superior in terms of performance,physical features and etc.Arousing
15、interest16Sample SentencesnA discount of 2%on the total value will be granted if you could make payment within 15 days of delivery.nThey are 20%lower in cost compared with our precious ones and other competitors.nI am certain that you will be interested in our new toothpaste.Arousing interest17Sampl
16、e SentencesnThe large memory of our handheld PC will allow you to run the latest,most sophisticated software.nNo more need for a separate fax machine.Our high-speed modem provides hassle-free online access.nWith our DX200 Digital Phone,youll get the whole world at your fingertips!nTo celebrate the o
17、pening of our new store,well take 10%off any item you purchase before May 31.Proving benefits 18Sample SentencesnWell offer you a limited number to be sold at 15%below list prices.nOn these sales we shall allow you a special discount of 10%.nYou will receive a special discount of 15%,an offer to be
18、maintained until May 31./this offer is good through May 31.Proving benefits 19Sample SentencesnTo take advantage of this special offer,CALL NOW!nTo order,call today 1-800-000-0000.nGo ahead and win a most stylish Eleganza Watch of your choice!nHurry!The contest ends May 31.nAct now!This offer ends M
19、ay 31.nThis offer ends May 31 and will not be repeated.Motivating action20Sample SentencesnIf you are not completely satisfied,return to us with no obligation.nYou pay nothing unless you are totally satisfied.nNo questions asked.simply return the product within 30 days and we will refund your money
20、in full.nTry this product for 15 days.Then go back to your old We guarantee you wont want to go back.nFill in the enclosed order from and return it with a check,we will effect the shipment immediately upon the receipt of your order.Motivating action21Tips for writingSAnalyze the readernIdentify and
21、limit your audiencenFind out exactly what the needs of this group arenDetermine precisely what you want your readers to do after reading your letter.SKnow the product or service 22SEmphasize benefits nThe most off-putting words is I but the most effective one is YounI can train your service reps in
22、the latest satisfaction techniques nYour customer complaint ratio will drop by training your reps in the latest customer satisfaction techniquesnUnderstate the price,unless it is an obvious bargainnEnclose more details23 Dear Sirs,Zhejiang Sunshine Cashmere Co.Ltd.is a modern cashmere garment compan
23、y.Our company has become a professional cashmere producer in the high competitive cashmere garments markets.Our companys policy is“To build a bright tomorrow with top quality”.We are strong at designing and developing.We have a valuable experts team engaging in designing the most fashionable colors
24、and styles.Also we have very strict quality control system supervising all over the production lines.Our styles include T-shirt,pullover,outwear,underwear,skirt set,pants set,scarf and shawl etc.in pure cashmere and in mulberry silk and other pure natural super material as well.Task24 Its simple but
25、 noble,calm and confident style of our latest winter clothing stands for the best choice of those consumers who have good cultivation and fashion taste.We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products needs.Yours Sincerely,Qiu
26、Xiaoyun Secretary of General Manager Task25 What are the basic contents included in a sales letter?What is the appropriate tone applied in a sales letter?Could you sum up some tips to attract the potential customers attention when designing and writing the letter?Notes:What is the function of a sale
27、s letter?Is there any problem in this sales letter?26Is there any problem in this sales letter?Didnt follow the principle of a sales letter Lacked the key selling points(more like a company/product introduction than a sales letter)Be incomplete in getting attention and arousing interests in the begi
28、nning and persuading action in the endBe too plain and general in the tone(a sales letter should be persuasive and personal)Summary !272.What is the function of a sales letter?nto expand business,to persuade the potential customer to buy what the sellers are able to supply(goods or service)283.What
29、are the basic contents included in a sales letter?nIDPA formula:interest,description,proof and actionnArouse the readers interestnmake a good description noffer proof or benefits to be able to provide using the recommended products or servicenpersuade or motivate customers to take action with provid
30、ed access294.What is the appropriate tone applied in a sales letter?nBe polite,personal and considerate nAdopt you-attitude nTry to create an atmosphere of intimate personal relationship nGet your readers feel you are in their shoes 305.Could you sum up some tips to attract the potential customers a
31、ttention when designing and writing a sales letter?nBe greatly characteristic and attractivenBe short,simple and easy to understand,direct and practical in describing the products and proofs.nBe good designed in appearance with a new style and dont ignore the letterhead.31 Sample AnalysisZhejiang Su
32、nshine Cashmere Co.,Ltd.No.25 Kangtai Road Huzhou，Zhejiang Province,China Tel:86-572-3177777 Fax:86-572-3177888 Dear Sirs,Charm Defined by You!Do you want to take a business opportunity in this winter?With our Sunshine latest season multi-color cashmere clothing,give you or your honored customers a
33、reserved luxurious charm in this warm winter!Arouse readers interests32 Sample AnalysisWe are pleased to introduce our new seasonal cashmere clothing products and feel sure you will find interested about them.As a professional cashmere producer in the high competitive cashmere garments markets,we ar
34、e strong at designing and developing the most fashionable colors and styles.The winter clothing series include T-shirt,pullover,outwear,underwear,skirt set,pants set,scarf and shawl etc.in pure cashmere and in mulberry silk and other pure natural super material as well.Its simple but noble,calm and
35、confident style is the best choice of those consumers who have good cultivation and fashion taste.The demand for it is skyrocketing in both domestic and foreign markets.Offer the product description33 Sample AnalysisOwing to the high quality,simple designs and delicate details of our products,we are
36、 convinced that they will be welcomed in your market and with joint efforts,business and mutual benefits between us will witness a rapid development.Why wait?Come and place your order right now as a special discount of 25%will be offered only during this promotional month.You can consult more detail
37、ed information about our products in the enclosed latest catalogue.Wish to have your early reply.Yours Sincerely,Qiu XiaoyunBusiness Assistant to General ManagerEnc:catalogue for our latest winter clothing series and price listConvince the benefitsPersuade an action34【Directions】Rewrite the followin
38、g sentences in a more attractive and persuasive way.1.You will be interested in our new toothbrush.nWould you like to know which toothbrush most dentists use?2.The Macro Printer 2006 is better than other printers in the same price rangenMacro Printer 2006:Head and Shoulders above the competition!3.The SUNSHINE cashmere sweater is comfortable nThe SUNSHINE cashmere sweater so comfortable that you wont feel youre wearing it.4.The CDBurnerXP is reliable.nScientific test shows that CDBurnerXP is up to twice as reliable as other leading brands.Practices
