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1、 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:themostattract
2、ivefeaturesofaproductorservice.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 DontsinSalesLetter
3、slDontexaggerate.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,beforethemone
4、ygoesforsomethingelsebeforeanyofthethingsthatcouldhappendohappen.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)makethatactioneasythroughfacilitatingdevicesandcaref
5、ulwording.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?I
6、nvitethevisitofasalesrepresentative?Onfinishingyourletter,yourreadershouldknowjustexactlywhatyouwantdoneandhowitshouldbedone.lAttimes,youmayhavetonametwoactionsandaskthereadertotakeoneortheother.Ifyoupossiblycan,avoiddoingso.Somepeoplefacedwithachoiceresolvetheirdilemmabydoingnothing.外语教学与研究出版社外语教学与
7、研究出版社 2)makethatactioneasythroughfacilitatingdevicesandcarefulwording lFacilitatingdevices:orderblanks,ordercards,andpostcardsorenvelopesalreadyaddressedandrequiringnopostageremovesomeoftheworkintakingaction.Also,yourphonenumber(withareacodeandextension)areusefulifyouwantthereadertocallyou.Finally,s
8、tateyourofficehoursandlocationifyouwantthereadertocometoseeyouinperson.Referencestothesefacilitatingdevicespreferablydirectingthereadertousethemreassurethereaderthatwhatyouareaskingissimpleandrequireslittletimeandeffort.外语教学与研究出版社外语教学与研究出版社 lCarefulwording:throughcarefulwording,youcanalsoemphasizeth
9、atwhatyouareaskingthereadertodoissimple.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)datetheact
10、ionifpossibleandappropriate 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.Suchareminderofthe
11、desirabilityofyourproductorservicecomesappropriatelyattheendingofyourletter.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)Wh
12、ataretheimproperpoints?3)Howtoimprovethesalesletter?lNowreadthe“AfterVersion”,andcomparewithyourversion.Dearsirormadam,Wegreatlyappreciateyourrequestforinformationonbrokeringbusinessnotes.PoserInvestmentsisactivelyseekingbusinessbrokersacrossthecountrywhorecognizewhatatremendousopportunitythereisinc
13、onvertingtheirclientsbusinessnotesintocash.Overtwohundredthousandnotesarecreatedannually.Ourcompanytrulystandsaloneinthefieldofpurchasingseller-financednotes.Overthepastfifteenyears,wehavebuiltareputationofhonestyandintegritythatiswellknowninbusinessandfinancialcircles.Whatseparatesusfromothercompan
14、iesisthatwebuyONLYbusinessnotes-andwebuythemwithourownfunds.WearemembersofboththeInternationalAssociationofBusinessBrokersandtheBusinessOpportunityCouncilofCalifornia.Notmanycompaniesinourprofessioncansaythat.Youareinvitedtojoinournationwidenetworkofbrokersandstartearninglucrativereferralfees(介绍费介绍费
15、)rightaway.Iwillpersonallybehandlingallofyourneedsandansweringyourquestions.Pleasecallanytime.Ihopetohearfromyousoon.Sincerely,POSERINVESTMENTS,INC.JaniceGaylord,AssociateDearsirormadam,REFERRALFEESFROMUS,LARGERCOMMISSIONSFROMYOURCLIENTSAsabusinessbroker,youundoubtedlyknowthatovertwohundredthousands
16、eller-financedbusinessnotesarecreatedeveryyearwhenbusinessesareboughtandsold.Butyoumaynotappreciatethefullextentoftheopportunityforadditionalprofitsrepresentedbythatfact.PoserInvestments,Inc.,isthenationslargestpurchaserofbusinessnotes.Everyweekoftheyearwepayoutreferralfeestobusinessbrokerswho,byref
17、erringclientstous,helptheclientsobtainalumpsumofcashforotherwisenon-liquidbusinessnotes.Byshowingyourclientshowtoobtaincashfortheirbusiness,younotonlyearnourreferralfees,youalsoincreaseyourcommissionsbyclosingsalesthathanginthebalanceovertheissueofcash.Whatdistinguishesusfromothercompaniesisthatwebu
18、yonlybusinessnoteswithourownfunds.Additionally,wearemembersofboththeInternationalAssociationofBusinessBrokersandtheBusinessOpportunityCouncilofCalifornia.Notmanycompaniesinourprofessioncansaythat.Enclosedisabookletthatshouldanswermostofyourquestionsabouthowworkingwithuscanlandextramoneyinyourbankacc
19、ountfromourreferralfeesandhelpearnadditionalcommissionsfromgratifiedbusinesssellerswhocannowfullyenjoytheirretirementorfinancethepurchaseofanewbusinessthroughyou.Ilookforwardtohearingfromyou.Sincerely,JaniceGaylord,AssociatePoserInvestments,Inc.P.S.Pleasenotethatthereisnocostforyouoryourclienttocallouroffice,andhavemeoutlinetheavailableoptionsforaspecificbusiness-notesituation,orformetoansweranyofyourquestionsabouthowwemightworktogether.Socallme,JaniceGaylord,at1-800-333-1527today!
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