Contentofasalesletter（销售函的内容）Thecontentaneffectivesalesletterusuallyinvolvesthefollowingfour parts: first, getting attention.To be eye-catching,the writer has to make the bestofhis orher imagination,whichcan bean interestingphrase,a promiseof freegifts,orasurprising offer, second,arousing interest.The uniqueness of the product or service is thekey tothis step. The product or service should stand out from others with its own characteristics; third,proving benefits.Supporting details such asfavorable comments from a third-party,names ofawardswon,evidencethat showthebenefitsof theproductsor servicewill beprovided;forthmotivating action.Inducing an action of buying is the ultimate goal of a sales letter.Convenientcontact information, gifts, discounts or other incentives can be provided to motivate theconsumers.Task1Directions: Reading and Comprehension1.A sales letter is awritingA.routineB.persuasiveC.requesting2.Which type of sales letters is more likely to go into “junk mail"?A.unsolicited sales lettersC. soft-sell lettersB.solicited sales3. Soff-sell letters are usually enjoyable to the reader with a lot of effectiveA.promotionalmaterialsB.announcementC.information4. Theof the product or service should be highly emphasized to arouse the audience'sinterest.A, uniquenessB. priceC. short-comings5. The final step ofan effective sales letter lies inA.getting attentionB. proving benefitsC.motivating actionCI.FormattingCase l:SalutationDear Sir or MadamGreetingsGood day! Hope everything goes fine with you.I am Andy Wongfrom"Jieyang JiqingGroup,oneof thefirstmoverfor stainless steel cutleryand cookware business in China since 1989.Icome to you with very good news and trust you willlike it.IntroductionOur company has internal sales competition in March, so we getvery attractive discountpromotionwithattachedproduct list(mosthot-sellers)If youorder andpaydepositbeforeMarch3oth,thenyouwill get:1.5%discount lower than normal selling price (as attached fixed price)Special offers2.1/4MOQthannormalMOQ11
11 Content of a sales letter （销售函的内容）The content an effective sales letter usually involves the following four parts: first, getting attention. To be eye-catching, the writer has to make the best of his or her imagination, which can be an interesting phrase, a promise of free gifts, or a surprising offer; second, arousing interest. The uniqueness of the product or service is the key to this step. The product or service should stand out from others with its own characteristics; third, proving benefits. Supporting details such as favorable comments from a third-party, names of awards won, evidence that show the benefits of the products or service will be provided; forth, motivating action. Inducing an action of buying is the ultimate goal of a sales letter. Convenient contact information, gifts, discounts or other incentives can be provided to motivate the consumers. Task 1 Directions: Reading and Comprehension. 1.A sales letter is a writing. A. routine B. persuasive C. requesting 2.Which type of sales letters is more likely to go into “junk mail”? A. unsolicited sales letters B. solicited sales C. soft-sell letters 3. Soft-sell letters are usually enjoyable to the reader with a lot of effective . A. promotional materials B. announcement C. information. 4. The of the product or service should be highly emphasized to arouse the audience’s interest. A. uniqueness B. price C. short-comings 5. The final step of an effective sales letter lies in . A. getting attention B. proving benefits C. motivating action Ⅲ. Formatting Case 1: Dear Sir or Madam , Good day! Hope everything goes fine with you. I am Andy Wong from “Jieyang Jiqing Group”, one of the first mover for stainless steel cutlery and cookware business in China since 1989. I come to you with very good news and trust you will like it. Our company has internal sales competition in March, so we get very attractive discount promotion with attached product list(most hot -sellers) . If you order and pay deposit before March 30 th , then you will get : 1. 5% discount lower than normal selling price (as attached fixed price). 2. 1/4 MOQ than normal MOQ Special offers Introduction Greetings Salutation
NormallyourMOQis2000dozforcutleryand2000setsforcookware.Nowis500dozforcutleryand500setsforcookware3.FullpaymentrefundedifcaseofbadqualityproblemIt isaverygoodchancetogetthemostcompetitiveprice,small MOQtrial orderandwithverynice quality guarantee.Please be kindly to check the price list and back your comments. Anything referring price,quantity,service,please feel freeto tellme for prompt solution.The promotion is special and onlyfor this March.It is our pleasure to serve you and welcome to become one of our ViP customers from this March.Look forward to your replyPolite ending and expectationYours,Andy WongTask2Directions:Readthesampleandanswerthefollowingquestions.1. Who is the recipient ?2.What isthecompetitivebackground of thecompany?3.Whatfavorabletermsareofferedbythecompany?4.Howdoesthecompanytrytomotivateaction?Notes注释sets n.套movern.先行者stainless steel cutlery不锈钢餐具competitiveprice具竞争力的价格cookwaren.烹饪用具trialorder试订单internal salescompetition内部销售竞赛qualityguarantee质量保证discountpromotion折扣促销pricelist价格表MOQ最小订单量，起订量commentsn.意见，评论dozn.打，十二个VIPcustomerVIP贵宾Case 2:Dear Julie,YoualreadytrustEagleBrokeragetoprovideyourinsurancesolutions.NowIwantto introduceEagle's sistercompanyNet-Thing and its family ofproducts designed tokeepyou connected toyournetworkofcustomersandemployeesGetting attention,withaquestion ora statementtocreate suspense.Here's an introduction to what Net-Thing can do for your business.12
12 Normally our MOQ is 2000doz for cutlery and 2000sets for cookware. Now is 500doz for cutlery and 500sets for cookware. 3. Full payment refunded if case of bad quality problem. It is a very good chance to get the most competitive price, small MOQ trial order and with very nice quality guarantee. Please be kindly to check the price list and back your comments. Anything referring price, quantity, service, please feel free to tell me for prompt solution. The promotion is special and only for this March. It is our pleasure to serve you and welcome to become one of our VIP customers from this March. Look forward to your reply. Yours, Andy Wong Task 2 Directions: Read the sample and answer the following questions. 1. Who is the recipient ? 2. What is the competitive background of the company ? 3. What favorable terms are offered by the company ? 4. How does the company try to motivate action ? Case 2: Dear Julie, You already trust Eagle Brokerage to provide your insurance solutions. Now I want to introduce Eagle's sister company Net-Thing and its family of products designed to keep you connected to your network of customers and employees. Here’s an introduction to what Net-Thing can do for your business. Notes 注释 mover n.先行者 sets n. 套 stainless steel cutlery 不锈钢餐具 competitive price 具竞争力的价格 cookware n. 烹饪用具 trial order 试订单 internal sales competition 内部销售竞赛 quality guarantee 质量保证 discount promotion 折扣促销 price list 价格表 MOQ 最小订单量，起订量 comments n.意见，评论 doz n.打，十二个 VIP customer VIP 贵宾 Polite ending and expectation Getting attention, with a question or a statement to create suspense
WebPutthebestfaceonyourbusiness,andcreatepracticaltoolsforyourstaff:withdesignFlashanimation,interactivedatabases,e-commerce,orelegantbrochure-style sites.Then choose Net-Thing's marketing tools to attract customers to your site.WebStore your web site on Net-Thing's servers, and ensure that your site is workinghostingeven when your staff goes home.Net-Thing provides high speed Internetconnections-Tls and ISDN.Need email?Net-Thing can provide as many uniqueemail accounts as you can use.CellCell phones are used today for email and other digital, wireless tasks.Your staffphonescan even access data online from one wireless device.Net-Thing incorporates thenewtechnologies our clients want.Arousinginterest,withtheadvantagesofyourproductOservice.With a long history of solid growth and great service,you can rely on Net-Thing to be here asyourbusinessgrows.Bestof all you canfeel secureknowingthatyou areusingonetrustedteamforyourintegratedbusinesssolutionProving benefits, with emphasis onyour special points.Pleasecall todaytofind out howwe can help.Don'tforgettoask howNet-Thing can enhanceyourweb-designpackage,withourmarketingand searchengineregistration services.Motivatingaction,withSincerelyencouragementforfurthercontactsHarry WagnerPresident, Net-ThingP.S. Use the enclosed valuable Net-Thing coupons to cut your costs and start saving today!Task3Directions: Read the sample and summarize the writing process.Step 1:Step 2:Step 3:Step 4:Notes注释sistercompany姐妹（兄弟）公司servern.服务器networkn.网，网络Internetconnections网络连接flashanimationflash动画access data online 在线数据访间interactivedatabases交互数据库wirelessdevice无线设备e-commerce电子商务incorporatev.包含，拥有elegantbrochure-style精美的宣传册风格solidgrowth稳定增长greatservice高效服务marketingtools营销工具13Net-Thing网事（专营店）registrationservices注册服务
13 Web design Put the best face on your business, and create practical tools for your staff: with Flash animation, interactive databases, e-commerce, or elegant brochure-style sites. Then choose Net-Thing's marketing tools to attract customers to your site. Web hosting Store your web site on Net-Thing’s servers, and ensure that your site is working even when your staff goes home. Net-Thing provides high speed Internet connections—T1s and ISDN. Need email? Net-Thing can provide as many unique email accounts as you can use. Cell phones Cell phones are used today for email and other digital, wireless tasks. Your staff can even access data online from one wireless device. Net-Thing incorporates the new technologies our clients want. With a long history of solid growth and great service, you can rely on Net-Thing to be here as your business grows. Best of all you can feel secure knowing that you are using one trusted team for your integrated business solution. Please call today to find out how we can help. Don't forget to ask how Net-Thing can enhance your web-design package, with our marketing and search engine registration services. Sincerely Harry Wagner President, Net-Thing P.S. Use the enclosed valuable Net-Thing coupons to cut your costs and start saving today! Task 3 Directions: Read the sample and summarize the writing process. Step 1: Step 2: Step 3: Step 4: Notes 注释 sister company 姐妹（兄弟）公司 server n. 服务器 network n.网，网络 Internet connections 网络连接 flash animation flash 动画 access data online 在线数据访问 interactive databases 交互数据库 wireless device 无线设备 e-commerce 电子商务 incorporate v. 包含，拥有 elegant brochure-style 精美的宣传册风格 solid growth 稳定增长 marketing tools 营销工具 great service 高效服务 Net-Thing 网事（专营店） registration services 注册服务 Arousing interest, with the advantages of your product or service.Proving benefits, with emphasis on your special points. Motivating action, with encouragement for further contacts
IV.UsefulExpressions1.Words and PhrasesWordsimportv./n.进口n.进口商importerexportv./n.出口n.出口商exportermanufacturev.生产；制造manufacturern.生产商；制造商v./n.供应；提供suppliern.供应商supplyinvoicen.发票n.合同contractcataloguen.目录Phrases吸引人的设计bewell-knownfor....以...闻名attractive designbe highly praised and appreciatedexcellentservice优质服务受高度肯定与赞赏forone'sreference供某人参考greatdemandfor...对....需求很大give/grant/offer someone a...discountgoodafter-saleservice良好的售后服务给打折highquality高质量highdegreeofreliability高信赖度inthemarketfor想要购买latestmodel最新的型号modestinvestment适度投资newdesign新颖设计newly-developed新开发的profit-makingopportunity盈利机会reasonablypriced合理定价reasonableprice合理价格superior/highperformance高性能trial order试购/订单takeanopportunity利用机会variouskindsof各种各样的2.Sentence Structures(1)We are taking the liberty of sendingyou...我们冒味地给您发送takethelibertyofdoing...擅自做某事，冒味做某事；e.g.Wetakethe liberty of introducing ourselves现冒味地作自我介绍。Maywestopbyandofferyou...?我们能否登门拜访并向您提供...?(2)Wearewritingto introduceourselvestoyouas acompany specializing in..(3)我们写此信向您介绍我们公司，我们公司专营…。bespecializingin..专业从事....e.g.We arespecializing in the exports of Chinesefoodstuff and wish to express ourdesiretotrade with you in this line我们专业从事中国食品出口，希望能与贵公司在这个行业建立贸易关系。(I）Whatweareofferingisanopportunityto...我们向您提供...的机会。an opportunityto..的机会e.g. It would give us an opportunity to redeploy our resources.这将给我们一个重新配置资源的机会。(2)Theenclosedbrochurewillgiveadetaileddescriptionof it.14
14 Ⅳ.Useful Expressions 1.Words and Phrases Words import v./n.进口 importer n.进口商 export v./n.出口 exporter n.出口商 manufacture v.生产；制造 manufacturer n.生产商；制造商 supply v./n.供应；提供 supplier n.供应商 invoice n. 发票 contract n. 合同 catalogue n. 目录 Phrases attractive design 吸引人的设计 be well-known for . 以.闻名 be highly praised and appreciated excellent service 优质服务 受高度肯定与赞赏 for one’s reference 供某人参考 great demand for. 对.需求很大 give/grant/offer someone a . discount good after-sale service 良好的售后服务 给打折 high quality 高质量 high degree of reliability 高信赖度 in the market for 想要购买 latest model 最新的型号 modest investment 适度投资 new design 新颖设计 newly-developed 新开发的 profit-making opportunity 盈利机会 reasonably priced 合理定价 reasonable price 合理价格 superior/high performance 高性能 take an opportunity 利用机会 trial order 试购/订单 various kinds of 各种各样的 2.Sentence Structures (1) We are taking the liberty of sending you. 我们冒昧地给您发送. take the liberty of doing . 擅自做某事，冒昧做某事； e.g. We take the liberty of introducing ourselves. 现冒昧地作自我介绍。 (2) May we stop by and offer you .? 我们能否登门拜访并向您提供.？ (3) We are writing to introduce ourselves to you as a company specializing in . 我们写此信向您介绍我们公司，我们公司专营.。 be specializing in. 专业从事. e.g. We are specializing in the exports of Chinese foodstuff and wish to express our desire to trade with you in this line. 我们专业从事中国食品出口, 希望能与贵公司在这个行业建立贸易关系。 (1) What we are offering is an opportunity to . 我们向您提供.的机会。 an opportunity to. .的机会 e.g. It would give us an opportunity to redeploy our resources. 这将给我们一个重新配置资源的机会。 (2) The enclosed brochure will give a detailed description of it
随寄小册子有详细的产品介绍。adetaileddescriptionof...关于.....的详细描述。e.g.Their review should be consulted for a more detailed description of the work他们的评论可作为这项工作详细记述的参考。(3)We are able to offer you very favorable prices on...我们可以给你提供…·的优惠价。favorableprice优惠价格e.g.Favorable prices are offered before26th,Oct.Only!优惠价仅限10月8号前。(4)Thedemandfor...isskyrocketinginourcountry.对...的需求猛涨。thedemandfor..对的需求。e.g. Surging imports will add to the demand for hard currency.进口激增将增加对硬通货的需求。(5)Ifyouwanttoknowmoreinformation,youcanvisitourwebsite..想要了解更多的信息，请登录我们的网站……(6)We'd liketo establish directbusinesswith...onthebasis ofequalityand mutual benefit我方愿意与.在平等互利的基础上建立贸易关系。equalityandmutualbenefit平等互利e.g. We trade on the principle of equality and mutual benefit.我们按平等互利的原则进行贸易（7）Wearelookingforwardtoyourreplysoon。我们期待您早日答复。CV.StrategyThis means a study of the reader's need. Human beings haveTips for Writing Successful Sales Lmany needs in life. Some are social, e.g. friendship, some arepersonal, e.g.self-respect, some are about our body,e.g.foodsome are about our mind, e.g. a sense of securityAnalyze the reader分析读者This refers to a thorough understanding of what is being sold. Itis devastating for a sales letter to give wrong specifications ofKnow the productthe product or service. The mistake may even ruin the sellingorservice.了解产品once and for all.Though features are what make the product or service different fromEmphasizebenefits.others, its benefits, especially those that could he counted in money,突出优势that usually win the readers heart. That's why many sales letterwriters still prefer to use the word “free"Understate thepriceunless it is an obviousPricemeans money to be paid for instead ofbenefits to be gained frombargain.明确价格the product or service.To reduce the negative effect of a price, put itafter benefits.Enclose more details.提供细节Supplements will shed more light on the product or service. But it isunwise to refer to such enclosures early in the letter, as this willinterrupt the readerfrom readingon
15 随寄小册子有详细的产品介绍。 a detailed description of. 关于.的详细描述。 e.g. Their review should be consulted for a more detailed description of the work. 他们的评论可作为这项工作详细记述的参考。 (3) We are able to offer you very favorable prices on. 我们可以给你提供.的优惠价。 favorable price 优惠价格 e.g. Favorable prices are offered before 26 th , Oct . Only! 优惠价仅限 10 月 8 号前。 (4) The demand for.is skyrocketing in our country. 对.的需求猛涨。 the demand for. 对的需求。 e.g. Surging imports will add to the demand for hard currency. 进口激增将增加对硬通货的需求。 (5) If you want to know more information, you can visit our website . 想要了解更多的信息，请登录我们的网站.。 (6) We’d like to establish direct business with. on the basis of equality and mutual benefit. 我方愿意与.在平等互利的基础上建立贸易关系。 equality and mutual benefit 平等互利 e.g. We trade on the principle of equality and mutual benefit. 我们按平等互利的原则进行贸易. (7) We are looking forward to your reply soon. 我们期待您早日答复。 Ⅴ. Strategy Price means money to be paid for instead of benefits to be gained from the product or service. To reduce the negative effect of a price, put it after benefits. Supplements will shed more light on the product or service. But it is unwise to refer to such enclosures early in the letter, as this will interrupt the reader from reading on. Enclose more details. 提供细节 Understate the price, unless it is an obvious bargain.明确价格 Though features are what make the product or service different from others, its benefits, especially those that could he counted in money, that usually win the readers' heart. That's why many sales letter writers still prefer to use the word “free”. Emphasize benefits. 突出优势 Tips for Writing Successful Sales Letters Analyze the reader. 分析读者 This means a study of the reader's need. Human beings have many needs in life. Some are social, e.g. friendship; some are personal, e.g. self-respect; some are about our body, e.g. food; some are about our mind, e.g. a sense of security. Know the product or service.了解产品 This refers to a thorough understanding of what is being sold. It is devastating for a sales letter to give wrong specifications of the product or service. The mistake may even ruin the selling once and for all