Persuasion-letter-to-ss1

Persuasionletter(salesletter)1ByJoannaYangApproachindirect2ByJoannaYangGeneralstructureAIDA:A:arouseattentionI:createinterestD:convincereadersA:motivateaction3ByJoannaYangByJoannaYang4•Subject:Subject:Tiredofspam?Subject:eXPeriencewindowsXPINCREASEYOURSALESToArouseAttention•繁忙了一冬天后，为什么不来享受一下彩虹旅行团带给您的五彩春天呢？•WhynotenjoythecolorfulspringbyjoiningtheRainbowTouristGroupaftercompletelybusywinter?•试想一下，舒展四肢，随意地躺在我们新研制的水床上，多么惬意啊！•Justimaginehowcomfortableyouarewhenstretchingoutthoselimbsonournewly-developmentwaterbed!5ByJoannaYangByJoannaYangTheStoryofMaotai•HowMaotai,afamousliquorbrandinChina,wonagoldmedalatthePanamaPacificInternationalExposition,theworldfairheldinSanFrancisco,Californiain1915.•AChineseparticipantsmashedonebottleonthefloor.Thecrackimmediatelydrewtheattentionofallthepeoplearound.ToCreateInterest•Benefitsofthegoods•Choosetherightappealtofeatureyourproductorservice•Appealsmeanthestrategiesyouusetopresentaproductorservicetoyourreaders.•EmotionalAppeals:howpeoplefeel,taste,smell,hear,andsee.Strategiesthatarousepeoplethroughlove,anger,pride,fear,andenjoyment.•RationalAppeals:reason---thinkingmindStrategiesbasedonsavingmoney,makingmoney,doingajobbetter,orgettingbetterusefromaproduct.ByJoannaYang•sample•Nolongerdoyouneedtowaithoursforfoodtobeprepared.Microwavecookingisquick,cleanandinexpensive.Whatyouneedtodoisjusttopresstheswitchandthenthisnewcookerwillpermityoutoservemouth-wateringmealsinnotimeatall.Readtheenclosedbrochureandlearnwhymoreandmorepeoplearerushingformicrowaveovens.DuringthemonthofJulywearereadytoofferyouHappyFamilymicrowaveovensata15%savingontheregularprice.8ByJoannaYangHarryChenChoiceofRightAppealPerfume,candyAndfoodetc.EmotionalappealRationalappealAutomobiletiresToolsIndustrialequipmentDesire:ToConvincethereader•Benefitsofthegoods•Pointoutandstressallthebenefitsthatyourproductcanoffer•Determinethestrongestpsychologicalsellingpoint:stressingaproduct’sbenefitsratherthanitsphysicalfeatures•Makejobeasier•Increasestatus•MakepersonallifemorepleasantByJoannaYangHarryChenToMotivateAction•Askfororders•Offerotherincentivesthatwillmakeyourreaderresponsive:agift,alimitedavailabilityandadiscount•-No-riskguarantee•strengtheningwords•IfeveryouthinkthatActionisnotforyou,we’llgiveyoueverycentofyourmoneyback.•“Youpaynothingunlessyouaretotallysatisfied.”•“Thereisnoriskwithourcompletesatisfaction,money-backguarantee!”•“Noquestionsasked.Simplyreturntheproductwithin30daysandwe'llrefundyourmoneyinfull.”12ByJoannaYangsamples•1)“OrdertodayandI'llsendyou100OrientalDesignChristmascardsfree.—a$50value!Butremember,Iamofferingthisfreebonusforalimitedtime...soordernow!”•2)Whywait?Comeandbuyrightnowsinceaspecialdiscountof15%willonlybeofferedforamonth.13ByJoannaYangSamplepersuasion•HiJohn•IwasworkinglatetheotherdayinmyofficewhenIrealizedthatwewastesomuchtimetryingtofindoutwhatvariouspeoplehavesaidtothesamecustomerovertheyears.IsaywastebecauseIknowthereissoftwareavailablewhichcanhelpalleviatethisproblem.•Thebenefitsareobvious.Ifwebuythissoftwaretheneveryletterwehaveeversenttoacustomerwillbeautomaticallylinked---nomoredifficultandtime-consumingsearches.Andwhatismoreimportant,wewillbeabletocheckallpreviouscorrespondence.AtthemomentIdoubtifthisisbeingdone.•Theproductisnotcheapbecauseweneedtobuyalicensewhichcoverourwholenetwork,butIhavedonearoughcalculationwhichsuggeststhatwhatwespendwillbepaidbackintermsofwastedtimewithinacoupleofmonths.Afterthatthetimesavedcanbeusedmoreeffectively.AndI’msurethateveryonewhohasanycontactwithcustomerswillbeimpressedifwebuythissoftware.•IfyouthinkthisisagoodideaIwillcontactthesoftwaresupplierandarrangeforademonstration.PrinciplesofPersuasionLetterWriting•1.vividlanguage•2.beconcrete•3.focusoncentralsellingpoint•4.useinductiveapproach(deductive)•5.some“don’t”inPersuasionletter18ByJoannaYangBeconcrete•Comparetheweightofthiscalculatorwiththeweightofacreditcard.Thecreditcardmaybeheavierthanthecalculator’s½ounce.Seehoweasilyitfitsinsideabillfold.That’sbecauseitsdimensionsare3¼by2½by1/16inches----aboutthesizeofaplayingcard.19ByJoannaYang服装业词汇1•ACCESSORY辅料•ACRYLIC腈纶ANTISTATICFINISH防静电处理BARCODED条形码•BARGAINING讨价还价BELLBOTTOM喇叭裤脚BLENDFIBRE混纺纤维BLOUSE女装衬衫BOY'SSTYLEFLY/LEFTFLY男装钮牌，左钮牌BUCKLE-LOOP皮带扣BULKPRODUCTION大量生产BUTTON-HOLE钮门/扣眼CANVAS马尾衬，帆布CASUALWEAR便装CHEMISE宽松服装•CLASSICLOOK经典款式CLASSIFICATION分类CLOSEFITTING贴身COLLAR领子COLLARPOINT领尖COLORSHADING色差CROSSCROTCH十字缝DENIM牛仔DIMENSION尺寸、尺码DINNERJACKET晚礼服DRESSCOAT礼服DRY-CLEANED干洗•DUCK帆布DYING染色EDGE-FINISHING边脚处理EXECUTIVEWEAR行政装FABRIC布料FLARESKIRT喇叭裙FLAX亚麻FORMANDFOLDGARMENT定型折衫FULLYFASHIONSWEATER全成型毛衫FULLYOPENING全开口FURGARMENT裘皮服装FURRY毛皮制品FUZZBALLS起球