salesletter推銷信得寫(xiě)作方法實(shí)用教案

1、 第1頁(yè)/共24頁(yè)第一頁(yè)，共25頁(yè)。Definition A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as A form of direct mail in which an advertiser sends a letter to a potential customer. It is d

2、istinct from other direct mail techniques, such as the distribution of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based.第2頁(yè)/共24頁(yè)第二頁(yè)，共25頁(yè)。 It is typically used for products or services wh

3、ich, due to their price, are a considered purchase at medium or high value (typically tens to thousands of dollars). A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to beco

4、ming a customer.第3頁(yè)/共24頁(yè)第三頁(yè)，共25頁(yè)。 Since the advent of the internet, the sales letter has become an integral part of internet marketing, and typically takes the form of an email or webpage. Its very important for us to learn how to write a sales letter. 第4頁(yè)/共24頁(yè)第四頁(yè)，共25頁(yè)。Basic Standards Identify and l

5、imit your audience Use reader phychology Dont be a bore or a boast Use words that appeal to the readers sense Be ethnical第5頁(yè)/共24頁(yè)第五頁(yè)，共25頁(yè)。AIDA formula Attention Interest Desire Action 第6頁(yè)/共24頁(yè)第六頁(yè)，共25頁(yè)。 Attention: get the readers attention Users want quick and easy things. You have to grab prospectiv

6、e attention and it should be impressive enough to attract them to read further. Comliment your reader Apeal to the readers ego, but not using false praises.Six techniques:第7頁(yè)/共24頁(yè)第七頁(yè)，共25頁(yè)。 Offer a gift lure readers by saving money or getting a second product at half price. Ask a question that your r

7、eader(s) will want to see answered. Avoid general questions,would you like to make money?. An sales letter on Workwell softwell,Do you know how much money your company loses from repetitive strain injury?第8頁(yè)/共24頁(yè)第八頁(yè)，共25頁(yè)。 Introduce a comparison compare your product or service with conventional or st

8、andard ones, announce a change link your sales offer to a current event that will positively affect your prospective buyer Use a how-to statement we can show you how to increase your plant growth up to 91%/This is how to provide nourishing lunches for less than eighty cents a person第9頁(yè)/共24頁(yè)第九頁(yè)，共25頁(yè)。

9、Interest :highlight the productsappeal the sales letter on Workwell software. Workwell can solve your problems with its easy-to-use Exercise Program Software that will automatically monitor the time employees spend at their computers and also measure keyboard activity. After each hour (or the specif

10、ied number of keystrokes),Workwell software will take your employees through a series of exercises that will help prevent carpal tunnel syndrome（腕管綜合癥）and strains.第10頁(yè)/共24頁(yè)第十頁(yè)，共25頁(yè)。Desire :show the customer the products application Descriptions that emphasize efficiency,usefulness convenience and ec

11、onomy Special features that make your product or service more attractive. Testimonials（證明書(shū)） or endorsements(認(rèn)可(rnk)） from previous customers or specialists. Guarantees,warranties,services or special considerations that will make your customers life easier or happier, free home deliveriessupply the r

12、ight evidence第11頁(yè)/共24頁(yè)第十一頁(yè)，共25頁(yè)。 mention the costs unobtrusively（不冒失(mo shi)地） Relate prices,charges or fees to benefits. Virtually maintenance free,your Reel Shutters（鋼百葉窗） also offer substantial savings in energy costs by reducing your loss through radiation by as much as 65%.and that lowers your

13、utility bills by 35%.第12頁(yè)/共24頁(yè)第十二頁(yè)，共25頁(yè)。Action :ending with a specific request for action Respond and be rewarded is the basic message of the last section of your letter. Tell readers exactly what you want to do and by when. link benefits the customers will receive to their responses.第13頁(yè)/共24頁(yè)第十三頁(yè)，共

14、25頁(yè)。 Authorize a deduction Visit your business Take a test drive Participate in a meeting Fill out a pledge card (質(zhì)?？ǎ?Respond via the internet Sign an order blank Return a form by providing a stamped and addressed envelope第14頁(yè)/共24頁(yè)第十四頁(yè)，共25頁(yè)。Appreciation:Sales Letter Music Album August 5th, 2008 Dec

15、ember 05, 2005 Dear Reader: Did you know that FRH Magazine was also involved in music? This might surprise you, but your favorite magazine actually has CARE FOR YOU, a music especially made for you. Ask a question to arouse interest To create curiosity and meet publics needs.第15頁(yè)/共24頁(yè)第十五頁(yè)，共25頁(yè)。 The

16、albums content and sentimental.Clarify the benefits of the product. pure listening pleasures-point out the musics role played in life We call the album CARE FOR YOU because whenever you need music to calm you, to lift your spirits, or just to enjoy, heres where it will be. Heres music that offers ho

17、urs and hours of pure listening pleasures music to unwind with at the end of a busy day. 第16頁(yè)/共24頁(yè)第十六頁(yè)，共25頁(yè)。 Heres music for those Heres music for those quieter times when youre quieter times when youre with with someone special, in a someone special, in a reflective mood, sipping reflective mood, s

18、ipping cocktails at twilight, having cocktails at twilight, having intimate dinner or intimate dinner or entertaining a small group entertaining a small group of friends.of friends.Here are 25 Here are 25 exquisitely exquisitely melodic melodic songs from the songs from the sentimental to the sentim

19、ental to the soothingsoothing including including: : Make examples to display the elegance of the music-suitable for the upper and middle class in the leisure time第17頁(yè)/共24頁(yè)第十七頁(yè)，共25頁(yè)。 Because of You, It Might be You, Save the Last Dance for me, Hello its Me, Stand by Me, Ive Been Loving You Too Long,

20、 When I Need You All superb performances and arrangements that are smoother than youve ever heard before. To make a list for choosing the content overall. Make a little exxaggeration to present the superb qualiy of product.第18頁(yè)/共24頁(yè)第十八頁(yè)，共25頁(yè)。 FRH Magazine recordings are products of precise craftsman

21、ship and the finest materials available. The latest advance in high fidelity sound production has been used in their manufacture. With good reputation before, we can use it to ensure the quality. The latest techologhy-attact everyones attention第19頁(yè)/共24頁(yè)第十九頁(yè)，共25頁(yè)。Guarantation-always make people comfo

22、rtable and safety. And FRH Magazine offers you this guarantee if, in spite of strict quality control inspections, a defective record or cassette slips through, you only have to return it within a month of receipt and you get an immediate replacement.第20頁(yè)/共24頁(yè)第二十頁(yè)，共25頁(yè)。 Think about it: CARE FOR YOU offers you popular music in a romantic vein on 5 stereo records or cassettes 25 bestselling songs, freshly performed by top orchestras and vocal groups!