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1、Related Words In the News Report,Hong Kongs Financial Service Development Council 香港金融服务发展委员会foreign exchange reserve 外汇储备dual-currency 双币的IPO(Initial Public Offering)首次公开发行trust law 信托法cement 加强，巩固AmCham Hong Kong 香港美国商会,Sales Letter,Definition,A sales letter is a piece of direct mail which is desi
2、gned 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 distinct from other direct mail techniques,such as the distribution of leaflets and ca
3、talogues,as the sales letter typically sells a single product or product line,and further tends to be mainly textual as opposed to graphics-based.,It is typically used for products or services which,due to their price,are a considered purchase at medium or high value(typically tens to thousands of d
4、ollars).,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 becoming a customer.,Since the advent of the internet,the sales letter has become an integral part of internet mark
5、eting,and typically takes the form of an email or webpage.Its very important for us to learn how to write a sales letter.,Basic Standards,Identify and limit your audienceUse reader phychologyDont be a bore or a boastUse words that appeal to the readers senseBe ethnical,AIDA formula,Attention Interes
6、t Desire Action,Attention:get the readers attentionUsers want quick and easy things.You have to grab prospective attention and it should be impressive enough to attract them to read further.,Comliment your readerApeal to the readers ego,but not using false praises.,Six techniques:,Offer a giftlure r
7、eaders by saving money or getting a second product at half price.,Ask a question that your reader(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?,Introd
8、uce a comparisoncompare your product or service with conventional or standard ones,announce a changelink your sales offer to a current event that will positively affect your prospective buyer,Use a how-to statementwe can show you how to increase your plant growth up to 91%/This is how to provide nou
9、rishing lunches for less than eighty cents a person,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
10、 keyboard activity.After each hour(or the specified number of keystrokes),Workwell software will take your employees through a series of exercises that will help prevent carpal tunnel syndrome（腕管综合症）and strains.,Desire:show the customer the products application,Descriptions that emphasize efficiency
11、,usefulness convenience and economy Special features that make your product or service more attractive.Testimonials（证明书）or endorsements(认可）from previous customers or specialists.Guarantees,warranties,services or special considerations that will make your customers life easier or happier,free home de
12、liveries,supply the right evidence,mention the costs unobtrusively（不冒失地）Relate prices,charges or fees to benefits.Virtually maintenance free,your Reel Shutters（钢百叶窗）also offer substantial savings in energy costs by reducing your loss through radiation by as much as 65%.and that lowers your utility b
13、ills by 35%.,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.,Authorize a deductionVisit your businessTake
14、 a test driveParticipate in a meetingFill out a pledge card(质保卡）Respond via the internetSign an order blankReturn a form by providing a stamped and addressed envelope,Appreciation:Sales Letter Music Album,August 5th,2008 December 05,2005Dear Reader:Did you know that FRH Magazine was also involved in
15、 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 interestTo create curiosity and meet publics needs.,The albums content and sentimental.Clarify the benefits of the product.pure listening pleasures-point out
16、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 hours and hours of pure listening pleasures music to unwind with at the end of a busy day.,Heres music for th
17、ose quieter times when youre with someone special,in a reflective mood,sipping cocktails at twilight,having intimate dinner or entertaining a small group of friends.Here are 25 exquisitely melodic songs from the sentimental to the soothing including:,Make examples to display the elegance of the musi
18、c-suitable for the upper and middle class in the leisure time,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,When I Need YouAll superb performances and arrangements that are smoother than youve ever heard before.,To make a list for cho
19、osing the content overall.Make a little exxaggeration to present the superb qualiy of product.,FRH Magazine recordings are products of precise craftsmanship and the finest materials available.The latest advance in high fidelity sound production has been used in their manufacture.,With good reputatio
20、n before,we can use it to ensure the quality.The latest techologhy-attact everyones attention,Guarantation-always make people comfortable 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 hav
21、e to return it within a month of receipt and you get an immediate replacement.,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!The price is even a bigger,pleasanter surp
22、rise:Only$150!,Use the combination of price and bigger benefits of products-make the price much easier accept by others.,This offer,however,cannot last long enough for all FRH Magazine subscribers to avail themselves of because the expiry date is June 15,2006.Our advice,therefore,is easier followed than forgotten.ACT NOW by filling out the enclosed order card.Sincerely yours,Sara May SantosSales Manager,Make a date restrition-a good way for sales promotionRespond and be reward.-to ask for an action,Thank You,
