LESSON ONE：HOW TO WRITE A SALES LETTER? -- 怎样写推销信？ Ⅰ. USEFUL EXPRESSIONS

推销信常用语

1. How to introduce yourself?

We are specialists in producing low-salt sauces.

We produce a wide range of telecommunication devices that are used by business organizations throughout the world.

Vortex Inc. is a $80,000,000-per-year company that supplies office equipment to both major corporations and small businesses.

For 30 years, Vortex has been a leading manufacturer of office equipment in East Asia.

2. How to introduce and praise your product?

We at VoiceTech would like to offer you a new product that would help you improve your work efficiency.

Let me highlight this exciting system for you.

Mercury 808 digital telephone is a high performance instrument for an easily affordable price.

Our products are being retailed in leading department stores throughout Europe.

Our products appeal to a wide age-group.

3. How to offer assistance?

We will send you a free sample to use as a test.

MBS Systems would be happy to have one of our sales agents speak to you at no obligation.

Mr. Allen Wang, our sales representative, will call you to see if you would like a free estimate.

Our representatives are professionally trained to offer you the best technical assistance.

4. How to offer cost-saving benefits:

You may be able to profit from special terms on your initial order.

You will be pleased to find that GreenMart gives you 15% off the normal retail price.

We offer special savings programs based on the number of machines ordered. Now, thanks to breakthroughs in micro-chip technology, we can offer you a digital camera at prices far lower than you would expect to pay.

The enclosed coupons will enable you to sample a wide range of our products at a 20% discount.

5. How to offer a catalog, brochure, or invitation to showroom?

You're invited to look through our enclosed catalog.

A color brochure will be mailed to you when you return the enclosed card.

In order to give you an idea of the capacity of our organization, we are enclosing our comprehensive brochure.

As the enclosed catalog cannot really show the capacities of this new equipment, we would like to invite you to our showroom in Phone Mart.

Since the enclosed catalog won't give you a full view of the capacities of this new machine, may we suggest that you visit our agent's showrooms in San Diego?

6. How to encourage an early response?

Please give me a call as soon as possible if you think any of our products can meet your needs.

Just give me a call at 1-800-000-0000 for the name of our representative in your area.

For further details and technical data, please call 1-800-000-0000.

Call us at 000-0000 today. It's your first step toward instant global communication.

We look forward to doing business with you.

I look forward to talking with you.

Ⅱ. SAMPLE

范文

Dear ___________:

We at P&S Systems, Inc. would like to acquaint you with a new line of products that we are offering to make your office more secure. For 18 years P&S Systems has been a leading innovator in the security industry and a major supplier of electronic alarm equipment in North America. We are now extending that same protection to firms and organizations in East Asia.

Our new TS801 Detector Series combines two advanced technologies, microwave and passive infrared, to achieve maximum reliability. In the past year P&S has installed these new devices for over 4,500 firms. The overwhelming market response has proved that the new products are very successful. All P&S products can be custom installed. Recent technological advances have made it possible for us to sell our products at highly competitive prices.

P&S Systems would be happy to have one of our sales representatives speak to you at no obligation. Our representatives will also be glad to give your site a free inspection. Just give me a call at 1-800-000-0000 for the name of our representative in your area.

Sincerely,

_______

第一步：To arouse attention

促销信都是“不请自来”，所以开头一定要有吸引力和诱惑力。It must make an appeal to some particular buying motive and may begin with a question, and instruction, a quotation or an attention-grabing short story. Sometimes if required, it may even begin by suggesting the very opposite to what you want.看看下面这些开头是怎么写的：

1）Would you like to reduce your rising domestic fuel costs？

2）Why not enjoy the colorful spring by joining the flying Horse Tourist Group after a completely busy winter？

3）Just imagine how comfortable you are when you stretch out those tired limbs on our newly developed White Cloud water bed.

第二步：To create interest and desire

一旦抓住了读者的注意力，就该趁热打铁劝服他们买自己的产品。介绍产品必须要紧紧围绕你在信的开头所提出的引人之处。光说“最好”、“最新”是没什么实际意义的。应该强调特性、质量、原材料，以及和同类产品相比最出彩的地方。我们且看下面这个产品介绍是如何写的：

Our recent researches and tests have showed that rooms with our newly developed Energy Savers stay warmer and require 20 percent less fuel than those rooms of the same size without the usage of the savers.

The new savers are popular because they are able to store and reflect heat in a much more efficient way. Read the enclosed brochure, you will find that the self-stick backing makes them easy to install yourself.

第三步：To offer conviction通过产品介绍引起读者的购买欲望后，就该进一步加强读者购买的决心。你可以详细说明并保证产品会给读者带来许诺的好处。且看下面这段内容是如何吸引客户的：

1）Use our Fast Microwave Oven for two weeks absolutely free.

2）If for any reasons you find the model machine unsuitable to your needs, we will replace your order or refund you.

第四步：To motivate actions到了这一步，所有的努力都指向一个目标：促使客户采取行动、购买产品。这时语气要礼貌坚决，并提供给客户如何购买产品的指示，以方便客户购买。下面是一些常用的策略：

1）Why wait？Come and buy right now since a special discount of 15% will only be offered for a month.

2）Don't delay！Those who order by October 5 will receive 100 Oriental Design Christmas cards free

怎样写自荐信？

Whether you‘re submitting a resume cold or responding to a job posting, always include a cover letter. Yes, they‘re tedious to write, but a solid cover letter can make the difference between getting the job and getting nowhere.

不管你是递历简还是回应一份招聘启事，记得要加上一封求职介绍信。是，

这很沉闷，但是一封严肃的信会决定你得到作工还是一无所获。

Address the Recruiter: Start your letter with the date. Skip two lines and write the recruiter‘s full name, preceded by Mr. or Ms. Then, list the recruiter‘s title and the company name and address. If you don‘t know the recruiter‘s name, simply list the company name and address.

写给招聘员工：信件的开始写上日期。空两行写上招聘员工的全名，名字之前加上Mr.或者Ms。然后列出招聘员工的头衔、司公名字和地址。如果你不知道招聘员工的名字，简单的写上司公名字和地址吧。

Say Hello: Two lines below the header, greet the recruiter with "Dear Mr." or "Ms.", followed by his/her last name and a colon. Don‘t use the first name, even if you‘ve met the recruiter before; it‘s unprofessional to be immediately informal. If you don‘t know the recruiter‘s name, address the letter, "To Whom It May Concern."

打招呼：信头写完空两行，即使你已经见过招聘员工，也要写上“Dear Mr.”或者“Ms.”加上他或她的姓和一个冒号向他致意。一下子就变得很不正式会很不业专。如果你不知道招聘员工的名字，写上“给相关负责人”。

Introduce Yourself: State your letter‘s purpose in the first paragraph. Tell the recruiter which position you‘re applying for and why it interests you. Briefly list your top qualifications. If you‘re responding to a job posting, mention where you saw it.

自俺介绍：在第一段写上这封信的目的。告知招聘员工你要申请哪个职位以及为什么你对这个职位感兴趣。简短的列出你的最高学历。如果你对一份招聘启事做出回应，要写上你是在哪里看到它的。

Sell Yourself: The second paragraph is the most important: It‘s your sell. Summarize your credentials, but don‘t reiterate your resume. List your most relevant accomplishments from previous jobs, internships or volunteer work. Emphasize your qualifications for the job by highlighting applicable skills. If you‘re responding to an ad, you have an edge: You already know the job requirements. Make sure you address them.

推销己自：第二段是最重要的：这是推销己自的时候。简短的说说你有什么证书，但是不要重述历简上的内容。列出你在之前的作工、实习或者志愿作工中取得过什么相关的重大成就。通过突出你的应用能力来强调你很适合这份作工。如果是回应招聘广告，你就有一个优势：你已经知道作工需求了，确保你对这些要求做出了说明。

Flatter Your Reader: The third paragraph should clarify why you want to work at this particular company. Explain why you and the company are a good fit. Show the recruiter that you‘ve done your research. Mention a recent company event or express your interest in an aspect of the company that isn‘t widely known. Remember, everyone loves flattery, but don‘t go over the top. 取悦你的读者：第三段应该阐明你为什么希望在这家特别的司公作工。解释一下为什么你和司公很搭。让招聘员工了解你已经做过调查研究。说说司公最近发生的一件事情或者表达出你对司公里并不广为人知的一个方面的兴趣。记住：每个人都喜欢听好话，但是，别做过头。

Follow-Up: Your final paragraph should be only a few sentences. Thank the

recruiter for reading your letter, then request an interview and provide your phone number. Or, be proactive and state that you‘ll call in a week to follow-up. Then do it.

结尾段：结尾段应该只有几个句子。感谢招聘员工阅读你的信，然后提出面试要求并留下你的电话号码，或者主动点，说明一周内你会打电话跟进，然后记得去做。