商务英语函电Unit_11_Sales_Letter教材教学课件.ppt

;Part One: Teaching Aims Requirements:;Part Two: Background Knowledge;1. Header/Title Are You Still Suffering From _________? Are You Making These Same Mistakes? At Last! The (credibility indicator like Bestselling or As seen on Oprah) System That Is Revolutionizing ___________ Save Yourself 30% on _________ By Following This Simple Steps How I Went From (loser) to (winner) in Just 2 Weeks! How To (Cook Thai Food) Like The (Locals) 56 Ways ____________Saves You Time, Work and Money. ;2. Unique Selling Proposition Discover your competitors weaknesses and demonstrate them to your prospects. to show the customer that you have a deep understanding in this area and you are an expert on the subject. 3. Benefit To ensure youre listing benefits instead of features , then add the word which after it: whatever follows is a benefit. For example: Timer setting, which saves you the hassle of getting up in the middle of the night to turn it off. ;4. Testimonial Rather than singing your own praises, why not let your satisfied customers or a ratings company do it for you? For example: Please ask Mr. Li, your next-door neighbour what he has gained from our best service. 5. Bonuses The bonus is all about perceived value; many people in fact buy products for the bonuses themselves! If youre offering an e-book on Cajun cooking, offer a video that demonstrates how to make roux, and several other Cajun sauces. How about recipes for cocktails that are famous in the South? A list of the best restaurants in New Orleans? All of these are easy to create and dramatically improve the value of your product.;6. Guarantee Offering a guarantee of 30 or 60 days and allowing a full refund if customers are not satified with the product. 7. Summary Introduce a final paragraph that mentions (a) the specfic action taken, (b) the receiver’s reward for taking action, (c) an inducement for taking action quickly. It also presents the action as easy to take.;;4. at a discount 折价, 减价发行, 低于面值