商务英语写作（修订版）第九章课件.pptx

高等学校英语拓展系列教程

Chapter9SalesLetters销售函

ChapterContentsofthischapterI.Introduction9SalesLettersII.SampleAnalysisIII.SampleContrastIV.UsefulPatternsandSentencesV.TheAIDAModel(additional)

Chapter9I.IntroductionThepurposeofsalesletteristogeneratesales,forexample,topersuadeaconsumertospendsometimeormoneyonsomething.Usually,saleslettersarewrittentactfully,notstatingthepurposeattheverybeginning,sincetheyaredirectedtocustomersorpotentialcustomerswithoutinvitation.SalesLetters

Chapter9I.IntroductionWhenwritingasalesletter,youmustconvinceyourreaderthattheactionyousuggest(buyingtheproductorservice)serveshis/herneeds.Theseneedsmayinclude:Theneedforentertainment,Theneedforsafety,Theneedforsocializing,Theneedforhealth,TheneedforknowledgeSalesLetters

Chapter9I.IntroductionSatisfyingthoseneedsmayarousethereader’sinterest.Moreimportantly,youshouldmakethereaderrealizethattheproductorserviceyourecommendisespeciallygoodforhim/her.SalesLetters

Chapter9Togetthereader’sattentionorarousehis/hercuriosity.Youneedtothinkinwhatwayyoucanwinthereader’sfavoratthebeginningsothathe/sheiswillingtoreadon.Toarousethereader’sinterest.Youneedtopresentconvincingevidencetoprovethevalueoftheproductorservice,sothatyourreaderwilldevelopadeeperandmoresustainedinterestthanhe/shehadatthebeginning.Atthisstage,youarenottryingtomakethesale,instead,youarepavingtheway.Followthefollowingstepsinwriting:I.IntroductionSalesLetters

Chapter9Toinspirethereader’sdesiretobuy.Stronginterestusuallyresultinadesiretobuytherecommendedproductorservice.Makethereaderseehimself/herselfenjoyingyourproductorservice.Toencourageactions.Thatmeansconfidentlyaskingforthereader’scooperationandspecifyingtheactionstobetaken.Followthefollowingstep