商务英语函电教程 Unit 5 [武汉理工].ppt

Unit Five Sales Promotion Learning Objectives To understand the importance of Sales Promotion To grasp the writing strategy -----AIDA General View Sales promotion is a kind of advertising which aims to sell particular kinds of goods or services to general and selected customers and thus expand business. Basically, letters of this kind fall into two categories: Sales letter follow-up letter Sales letters are written to introduce your products to your clients, to encourage your clients to place more orders with you, or to urge them to make a prompt purchase decision when they are hesitating to do so. A follower-up letter is written when the seller fails to receive the expected order or inquiry after sending the information asked for. The purpose is to resume a business relationship, by providing further information, recapping important points, reiterating the benefit of a product or service. As to the aim of effective sales letters, like all kinds of advertisements, AIDA theory, abbreviated from Attention, interest, Desire and Action, has been mentioned. In short, the seller wishes to capture the customers’ attention, arouse their great interest in the products being sold, then create customers’ desire to buy the very products, and at last urge them to take action of purchasing. For this reason, sales letters have to be letters of persuasion. In such a letter, the writer may express regret or even surprise that no order has been received and discreetly inquire into the reason. Meanwhile, the writer can also introduce some new selling points or arguments favorable to the promotion of sales. Guidelines for writing The common structures of both sales letters and follow-ups are composed of three essential parts. 1. Structures and points in writing sales letters To accomplish the AIDA aim as mentioned before, the following rules should be observed at the same time in sales letter writing. 1) I