文档介绍：Chapter 9 Sales Letters
推销信
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Persuasive writing:
Purpose: to expand business, to persuade the reader to buy what the sellers are able to supply.
Usually, sales letters are written in the indirect approach since they are directed to customers or potential customers without invitation.
You should make the readers realize that not only the product or service is good, but it is good for them (linked to certain needs of the reader).
The need for entertainment / socializing / knowledge / fame / safety / health / comfort / more free time …
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Don’ts in Sales Letters
1. Don’t exaggerate.
A truth needs no stretching. You fool only yourself.
2. Don’t belittle your reader.
Be frank and polite to him or her.
3. Don’t ballyhoo.
Thunder is only a big noise; a bolt of lightning gets attention.
4. Don’t speak ill of your competitors.
Show the reader what you can do, not what others cannot do.
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1. Language Characteristics
The modern trend is towards making the letters more personal and tries to represent the offer from the point of view of the buyer, not the seller.
1) Attractiveness in Both Language and Content
Our new products possess a very attractive appearance as well as novel designs.
The discount offered by the manufacturer makes the machines much more affordable.
After a few minutes’ instruction, your office workers, too, can begin making perfect copies in six seconds or less; if you need ten such copies a day, the $500 you spend for the machine can be saved in three months.
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2) Smooth Flow
Sandra wrote a letter. It was addressed to Chick. He manages the financial section. (NG)
Sandra wrote a letter to Chick, the manager of the financial section.
The purchasing department head has ordered new computers to expedite work in the billing department. The purchasing department head expects the computer to arrive next month. (NG)
The purchasing department head has ordered new computers to expedi