商务英语写作7.pptx

外语教学与研究出版社外语教学与研究出版社 Purpose:topersuadel Usuallywrittenintheindirectorder.lYoushouldmakethereadersrealizethatnotonlytheproductorserviceisgood,butitisgoodfor them.外语教学与研究出版社外语教学与研究出版社 Howtowriteasalesletter?Firstofall,youshoulddeterminethecentralsellingpointsandbenefits.lSellingpoints:themostattractivefeaturesofaproductorservice.lConsumerbenefits:particularadvantagesbuyerswillrealizefromthosefeatures.外语教学与研究出版社外语教学与研究出版社 Stepsforwritingasalesletter1.Togetthecustomersattentionorcuriosity.2.Toarouseinterest.3.Toinspirethecustomersdesire.4.Toencourageaction.外语教学与研究出版社外语教学与研究出版社 DontsinSalesLetterslDontexaggerate.lDontbelittleyourreader.lDontballyhoo(哗众取宠，大吹大擂哗众取宠，大吹大擂).lDontspeakillofyourcompetitors.外语教学与研究出版社外语教学与研究出版社 SecuringActionlHavingconvincedyourreaderthatyourproductorserviceisworththeprice,youwanttogetactionbeforethereaderhasachangeofmind,beforeforgetfulnessdefeatsyou,beforethemoneygoesforsomethingelsebeforeanyofthethingsthatcouldhappendohappen.Therefore,agoodpersuasiveclosingisessential.外语教学与研究出版社外语教学与研究出版社 SecuringAction Agoodactionclosingshouldincludethefollowingfourpoints:1)clearlystatewhatactionyouwishthereadertotake.2)makethatactioneasythroughfacilitatingdevicesandcarefulwording.3)datetheactionifpossibleandappropriate.4)provideareaderbenefitasstimulusforaction.外语教学与研究出版社外语教学与研究出版社 1)clearlystatewhatactionyouwishthereadertotake.lShouldthereaderorderyourproductorservice?Callyourofficetosetupanappointment?Filloutaform?Visitalocaldealershiporstoretoseeademonstration?Invitethevisitofasalesrepresentative?Onfinishingyourletter,yourreadershouldknowjustexactlywhatyouwantdoneandhowitshouldbedone.lAttimes,youmayhavetonametwoactionsandaskthereadertotakeoneortheother.Ifyoupossiblycan,avoiddoingso.Somepeoplefacedwithachoiceresolvetheirdilemmabydoingnothing.外语教学与研究出版社外语教学与研究出版社 2)makethatactioneasythroughfacilitatingdevicesandcarefulwording lFacilitatingdevices:orderblanks,ordercards,andpostcardsorenvelopesalreadyaddressedandrequiringnopostageremovesomeoftheworkintakingaction.Also,yourphonenumber(withareacodeandextension)areusefulifyouwantthereadertocallyou.Finally,stateyourofficehoursandlocationifyouwantthereadertocometoseeyouinperson.Referencestothesefacilitatingdevicespreferablydirectingthereadertousethemreassurethereaderthatwhatyouareaskingissimpleandrequireslittletimeandeffort.外语教学与研究出版社外语教学与研究出版社 lCarefulwording:throughcarefulwording,youcanalsoemphasizethatwhatyouareaskingthereadertodoissimple.WriteandletusknowyourchoicesuggestsmoreworkthanCheckyourcolorchoiceontheenclosedcard“;justcheck,simplyinitialarealsoexamplesofwordingthatsuggesteaseandrapidityindoingsomething.Suchwordinghelpsreducereaderreluctancetotakeaction.外语教学与研究出版社外语教学与研究出版社 3)datetheactionifpossibleandappropriate lNamethedatewheneveryouneedthereadersresponsebyacertaintime.Tactfullytellthereaderwhyyouneeditthenperhapstomeetthedeadlineforasale.外语教学与研究出版社外语教学与研究出版社 4)provideareaderbenefitasstimulusforactionlAlwaysmentionsomebenefit(s)thereaderwillgainbypromptaction.Suchareminderofthedesirabilityofyourproductorservicecomesappropriatelyattheendingofyourletter.Itnotonlyprovidesmotivationforthereader,butitalsohasdecidedpsychologicalvalueaswellbecauseitemphasizesservice.外语教学与研究出版社外语教学与研究出版社 Readthesalesletterl“BeforeVersion”lDiscussthefollowingquestions:1)Isthisagoodsalesletter?2)Whataretheimproperpoints?3)Howtoimprovethesalesletter?lNowreadthe“AfterVersion”,andcomparewithyourversion.Dearsirormadam,Wegreatlyappreciateyourrequestforinformationonbrokeringbusinessnotes.PoserInvestmentsisactivelyseekingbusinessbrokersacrossthecountrywhorecognizewhatatremendousopportunitythereisinconvertingtheirclientsbusinessnotesintocash.Overtwohundredthousandnotesarecreatedannually.Ourcompanytrulystandsaloneinthefieldofpurchasingseller-financednotes.Overthepastfifteenyears,wehavebuiltareputationofhonestyandintegritythatiswellknowninbusinessandfinancialcircles.WhatseparatesusfromothercompaniesisthatwebuyONLYbusinessnotes-andwebuythemwithourownfunds.WearemembersofboththeInternationalAssociationofBusinessBrokersandtheBusinessOpportunityCouncilofCalifornia.Notmanycompaniesinourprofessioncansaythat.Youareinvitedtojoinournationwidenetworkofbrokersandstartearninglucrativereferralfees(介绍费介绍费)rightaway.Iwillpersonallybehandlingallofyourneedsandansweringyourquestions.Pleasecallanytime.Ihopetohearfromyousoon.Sincerely,POSERINVESTMENTS,INC.JaniceGaylord,AssociateDearsirormadam,REFERRALFEESFROMUS,LARGERCOMMISSIONSFROMYOURCLIENTSAsabusinessbroker,youundoubtedlyknowthatovertwohundredthousandseller-financedbusinessnotesarecreatedeveryyearwhenbusinessesareboughtandsold.Butyoumaynotappreciatethefullextentoftheopportunityforadditionalprofitsrepresentedbythatfact.PoserInvestments,Inc.,isthenationslargestpurchaserofbusinessnotes.Everyweekoftheyearwepayoutreferralfeestobusinessbrokerswho,byreferringclientstous,helptheclientsobtainalumpsumofcashforotherwisenon-liquidbusinessnotes.Byshowingyourclientshowtoobtaincashfortheirbusiness,younotonlyearnourreferralfees,youalsoincreaseyourcommissionsbyclosingsalesthathanginthebalanceovertheissueofcash.Whatdistinguishesusfromothercompaniesisthatwebuyonlybusinessnoteswithourownfunds.Additionally,wearemembersofboththeInternationalAssociationofBusinessBrokersandtheBusinessOpportunityCouncilofCalifornia.Notmanycompaniesinourprofessioncansaythat.Enclosedisabookletthatshouldanswermostofyourquestionsabouthowworkingwithuscanlandextramoneyinyourbankaccountfromourreferralfeesandhelpearnadditionalcommissionsfromgratifiedbusinesssellerswhocannowfullyenjoytheirretirementorfinancethepurchaseofanewbusinessthroughyou.Ilookforwardtohearingfromyou.Sincerely,JaniceGaylord,AssociatePoserInvestments,Inc.P.S.Pleasenotethatthereisnocostforyouoryourclienttocallouroffice,andhavemeoutlinetheavailableoptionsforaspecificbusiness-notesituation,orformetoansweranyofyourquestionsabouthowwemightworktogether.Socallme,JaniceGaylord,at1-800-333-1527today!