商务英语写作-9-销售函PPT文件格式下载.ppt

商务英语写作-9-销售函PPT文件格式下载.ppt

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2022/10/231BUSINESSWRITING商务英语写作商务英语写作2022/10/232Chapter9SalesLetters销售函LectureMapCompanyLogoSampleLettersWritingStepsExercisesDryCleaningCold-weatherServicePrincipleLetterCorrectionSampleLettersnpersuasivewritingnindirectapproachppSalesLetters2022/10/235IntroductionnSalesletterispersuasivewriting.Thepurposeistogetsomeonetodosomething,forexample,topersuadeconsumerstogranttherequestortospendtime,money,etc.nUsually,saleslettersarewrittenintheindirectapproachsincetheyaredirectedtocustomersorpotentialcustomerswithoutinvitation.2022/10/236PersuasivestrategiesnWhenwritingasalesletter,youmustdemonstratethattheactionyousuggest（buyingtheproductorservice）servestheneedsofthereaders.nTheseneedsmayinclude:

@#@Theneedforentertainment;@#@Theneedforsafety;@#@Theneedforsocializing;@#@Theneedforhealth;@#@Theneedforknowledge;@#@Theneedforcomfort;@#@Theneedformorefreetime;@#@Theneedforfame.2022/10/237Awell-writtensalesletterusuallyconsistsofthefollowingfoursteps:

@#@AIDAplannAttentionTogetthecustomersattentionorcuriosity.nInterestToarouseinterest.nDesireToinspirethecustomersdesire.nActionToencourageaction.2022/10/238AIDA模式的含义模式的含义nAIDA模式也称“爱达”公式，是国际推销专家海英兹姆戈得曼（HeinzMGoldmann）总结的推销模式,是西方推销学中一个重要的公式，它的具体函义是指一个成功的推销员必须把顾客的注意力吸引或转变到产品上，使顾客对推销人员所推销的产品产生兴趣，这样顾客欲望也就随之产生，尔后再促使采取购买行为，达成交易。

@#@AIDA是四个英文单词的首字母。

@#@A为Attention，即引起注意；@#@I为Interest，即诱发兴趣；@#@D为Desire，即刺激欲望；@#@最后一个字母A为Action，即促成购买。

@#@PersuasiveOutline:

@#@PersuasiveOutline:

@#@whenthereceivermustbepersuadedwhenthereceivermustbepersuadedBeginwithanattention-getterrelatedtothereceiversneedsADDIAAChapter8CreatedesiretorespondpositivelybypresentingconvincingevidenceofthevaluetobegainedIntroducetheproduct,service,orideaandcreateinterestbystatingspecificreaderbenefitsEncourageactionbymakingiteasyandrestatingthemainbenefit2022/10/2310SteponeGetAttentionEstablishingthestrategyforpersuasion2022/10/2311AttentiongettingdevicesnApersonalexperiencenAsolutiontoaproblem（outstandingfeature/benefit）nAstartlingannouncementnAwhatifopeningnAquestionnAstory2022/10/2312AttentiongettingdevicesnAproverborquotefromafamouspersonnAsplitsentencenAnanalogynOtherattentiongetterincludeagift,anofferorabargain,orcommentonanenclosedproductsample2022/10/2313AttentionGettersShould.nIntroducearelationshipbetweenthereceiverandtheproduct,service,orideanFocusonacentralsellingfeaturethataddressesthereceiversneedsnUseanoriginalapproachChapter82022/10/2314SteptwoArouseInterestIntroducingtheProduct,service,orIdea2022/10/2315IntroductionSectionShould.nTransitionlogicallyfromtheattentiongetternUseaction-orientedlanguagethathelpsthereceiversensebenefitstobegainedfromproduct,service,orideanStressacentralsellingpointthataddressesthereceiversneedsChapter82022/10/2316TransitionlogicallyfromtheattentiongetterPoorexampleEmployeesappreciateacompanythatprovidesasafeworkenvironment.TheAdcockHumanResourcesAssociationhasbeenconducingasurveyforthelastsixmonths.Theirprimaryaimistoimprovethesafetyofofficeworkenvironment.2022/10/2317Useaction-orientedlanguagePoorexampleTheClassicFormtreadmillIpoweredbyatwohorse-powermotor.Thepatentedelectroniccontrolsystemfeaturesadigitaldisplayscreenwithvariablespeedandpausecontrols.2022/10/2318Useaction-orientedlanguageGoodexampleAsyoustepontheClassicFormtreadmilltobeginyourworkout,youwillimmediatelyenjoythesmooth,evenmovement.Nomorejarringstartsandstopsofothertreadmill.Thatsbecauseouruniqueelectroniccontrolcenterputsyouintotalcontrolofyourworkout.AllyouhavetodoispresstheONbuttontostartacceleratingtoyourdesiredspeed,whichyoucaneasilymonitoronthecleardigitaldisplay.Gettingtired/JustpressCOASTtoreducethespeed.2022/10/2319TransitionlogicallyfromtheattentiongetterGoodexampleEmployeesappreciateacompanythatprovidesasafeenvironment.ThatsonethingtheAdcockHumanResourcesassociationlearnedfromitssix-monthsurveyofthesafetyoftheofficeenvironment.Foraddedprotectionfromradiationemission,morecompaniesarepurchasingthe.2022/10/2320StepthreeInspireDesireCreatethereadersdesiretorespondpositivelyDesirenuseobjectivelanguagenprovidetestimonialconviction2022/10/2322StepfourMotivateActionEncouragingactionbymakingiteasyandrestatingthemainbenefit2022/10/2323SecuringActionnHavingconvincedyourreaderthatyourproductorserviceisworththeprice,youwanttogetactionbeforethereaderhasachangeofmind,beforeforgetfulnessdefeatsyou,beforethemoneygoesforsomethingelsebeforeanyofthethingsthatcouldhappendohappen.Therefore,agoodpersuasiveclosingisessential.2022/10/2324SecuringActionAgoodactionclosingshouldincludethefollowi