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2017商務(wù)英語(yǔ)促銷函寫(xiě)作方法
促銷函(Sales letter)是一種主動(dòng)向潛在客戶推銷公司產(chǎn)品或服務(wù)的寫(xiě)作，具有信息性(informativeness)、宣傳性(publicity)和說(shuō)服性(persuasion)特點(diǎn)，即介紹產(chǎn)品或服務(wù)的基本信息，宣傳企業(yè)形象，說(shuō)服買家采取行動(dòng)(購(gòu)買產(chǎn)品或服務(wù))。其與企業(yè)簡(jiǎn)介的區(qū)別在于更突出產(chǎn)品或服務(wù)的優(yōu)點(diǎn)，以及給買家?guī)?lái)的實(shí)在利益。寫(xiě)作時(shí)要求語(yǔ)言簡(jiǎn)潔，語(yǔ)氣具有鼓動(dòng)性，并能始終站在買家的立場(chǎng)考慮。
A Sample letter:
Dear sirs,
Our
company is a professional safe (保險(xiǎn)箱)producer in the high competitive safe market.
Our company’s policy is “Customer first, quality superior”. We are strong at designing and developing various models of safes. And we have very strict quality control
system supervising all our production lines. Our latest model SFN 116 is a new electronic digital safe box of latest technology. It is greatly helpful for your family or business to keep your valuables from theft and damage, and perfect for you to store cash,jewelry, hand guns, confidential documents and the like. We are sure this new model cannot fail to attract your attention.
Why wait? Come and place your order right now as a special discount of 30% will be offered only during this promotional month. If you want further information about the new model, please feel from to contact us.
Wish to have your early reply.
Yours sincerely.
推銷信怎么寫(xiě)
Sales letters are used to introduce products or services to consumers. As such, sales letters tend to use formal letter structures and are rather impersonal because they are sent to more than one person. Sales letters often ask readers to consider a "pain point" - a problem that a person needs solved, and then introduce a product that will provide the solution. It's important to quickly move to your sales pitch in your sales letter as most readers will understand that your sales letter is a form of advertising. Sales letters also often include an offer to encourage customers to try the product. It's important that these offers are clear and provide a useful service to the reader.
推銷信是用來(lái)向顧客介紹產(chǎn)品或服務(wù)的。因此，推銷信通常采用正式的書(shū)信結(jié)構(gòu)，并且無(wú)人稱，因?yàn)樾偶慕邮苷卟恢挂粋�(gè)。推銷信常提醒讀者考慮一件麻煩事——一個(gè)必須解決的問(wèn)題，然后再介紹能夠解決這個(gè)問(wèn)題的產(chǎn)品。之后，馬上在推銷信中推銷產(chǎn)品，因?yàn)榇蠖鄶?shù)讀者都知道推銷信也只是廣告。推銷信往往包含鼓勵(lì)顧客試用產(chǎn)品的優(yōu)惠。提供的優(yōu)惠措施必須清楚明白而且能為讀者帶來(lái)有用的服務(wù)。
Useful Key Phrases
常用關(guān)鍵句
• Are you having trouble ...
• 你是否有這樣的麻煩……
• This is why it is important to have ...
• 這就是為什么擁有……產(chǎn)品很重要
• At X, we have the skills and experience to ...
• 在……領(lǐng)域，我們有技術(shù)和能力為您……
• May we stop by and offer you a FREE estimate of how much it would cost to ...
• 我們是否能夠拜訪您，并為您提供一次免費(fèi)體驗(yàn)，看解決……要付出多少代價(jià)
• If so, give us a call at X and set up and appointment with one of your friendly operators.
• 如果可以，請(qǐng)致電本公司并和我們的接線員詳談見(jiàn)面事宜。
Example Letter
示例推銷信
Document Makers
Document Makers文件起草公司
2398 Red Street
紅街2398號(hào)
Salem, MA 34588
馬薩諸塞州薩勒姆鎮(zhèn) 郵編34588
March 10, 2001
2001年3月10日
Thomas R. Smith
托馬斯·R·史密斯
Drivers Co.
Drivers公司
3489 Greene Ave.
格林大道3489號(hào)
Olympia, WA 98502
華盛頓州奧林匹亞市 郵編 98502
Dear Mr. Smith,
尊敬的史密斯先生：
Are you having trouble getting your important documents formatted correctly? If you are like most business owners, you have trouble finding the time to economically produce good-looking documents. This is why it is important to have a specialist take care of your most important documents.
您是否為重要文件的正確排版而煩惱?如果您像大多數(shù)企業(yè)經(jīng)營(yíng)者一樣，那么您一定很難擠出寶貴時(shí)間起草版式整潔的文件。這就是為什么一個(gè)能專業(yè)處理重要文件的助手至關(guān)重要的原因。
At Documents Makers, we have the skills and experience to come in and help you make the best possible impression. May we stop by and offer you a FREE estimate of how much it would cost to get your documents looking great? If so, give us a call at and set up an appointment with one of your friendly operators.
在Documents Makers公司，我們有技術(shù)和經(jīng)驗(yàn)?zāi)軌驇椭幚砦募�，給客戶留下好印象。我們是否能夠拜訪您并為您提供一次免費(fèi)體驗(yàn)，看看讓文件排版整潔需要的成本。如果可以，請(qǐng)致電本公司，并和我們的接線員詳談見(jiàn)面事宜。
Sincerely,
您真誠(chéng)地，
(signature here)
(此處簽名)
Richard Brown
理查德·布朗
President
董事長(zhǎng)
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