SALESLETTERS销售信函.ppt

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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 inductively,

2、or indirectly,organizedYou want to state your case before asking for anythingThree different types of letters are persuasive in nature.1.The Sales letter2.The Persuasive letter3.Persuasive claim letters,With all three types of persuasive letters,certain guidelines apply:,1.Gain the readers attention

3、2.Define the problem and the proposed solution(in general terms)3.Explain how the reader can help4.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 attempt a personal,friend

4、ly 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,capitalization,exclamation point

5、s,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 phrased as questions(“When was the la

6、st 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,focusing on its most attractive features(limit t

7、hese 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.Maintain a focus on your reader.Use lots of action verbs

8、 and colorful adjectives and adverbs.,CONT,5.Use repetition to emphasize your point6.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 those of your competitors.If your price is higher,focus o

9、n 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 asking the reader to do is easy and immediate.Try to convince the

10、 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 trying to sell something,but are trying to persuade someone to donate

11、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 attention-grabbing graphics of the sales letterOverall,the tone will be

12、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 solution.It is best if you outline the solution in general terms rather than sp

13、ecifically 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 benefit,CONT,3.Next,focus on how the reader can help with the problem.Remember to ta

14、rget the readers concerns rather than your own;they may be different4.Discuss both tangible and intangible benefits to the reader.Tangible benefits include tax breaks or memberships for donations;intangible benefits would be prestige,exposure,and goodwill.,CONT,Your close should be action-oriented.S

15、et 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 next week to get your feelings on this matter,”you let the reader know that youre serious about his or he

16、r 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 respond positively to an initial claims letter,either because the product is under warranty or simply because i

17、ts 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 by a warranty,yet you feel that the damage or defect is in no way your fault,and you want satisfaction.If this

18、 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 to write a persuasive claims letter:,1.Use a neutral beginning by explaining what happened in general terms.Avoid an

19、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 have come to expect a reliable and durable product.However,recently we purchased a large,soft-sided suitcase from your Topp

20、er 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,where we had purchased it,the salespeople claimed that it was too late to get a refund,and they were unable to replace it because

21、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 would like done.Let the reader know ho

22、w you feel without using an angry tone.You can express your feelings of disappointment,dismay,or anger if theyre expressed calmly.,CONT,State when you would like to hear back from the company,or give a date by when you need your request granted.If possible,end with a goodwill statement to indicate y

23、our continued good faith in the company.,WHATS THAT?!.GROUP WORK!OHH YEAHH!,Last day of letters!Ok.Your group needs to write three letters with proper format and proper headings.Turn these letters in the same way as last week,by email.Each letter on a different page.3 letters are:1.Sales letter or Persuasive letter2.Persuasive Request3.Persuasive Claims,