Persuasion letter(sales letter)1By Joanna YangApproach indirect2By Joanna YangGeneral structureAIDA:A: arouse attentionI: create interestD: convince readersA: motivate action3By Joanna YangBy Joanna Yang4 Subject: Subject: Tired of spam? Subject: eXPerience windows XP INCREASE YOUR SALES To Arouse Attention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？ Why not enjoy the colorful spring by joining the Rainbow Tourist Group after completely busy winter?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！ Just imagine how comfortable you are when stretching out those limbs on our newly-development water bed!5By Joanna YangBy Joanna YangThe Story of Maotai How Maotai, a famous liquor brand in China, won a gold medal at the Panama Pacific International Exposition, the world fair held in San Francisco, California in 1915. A Chinese participant smashed one bottle on the floor. The crack immediately drew the attention of all the people around.To Create Interest Benefits of the goodsChoose the right appeal to feature your product or serviceAppeals mean the strategies you use to present a product or service to your readers.Emotional Appeals: how people feel, taste, smell, hear, and see. Strategies that arouse people through love, anger, pride, fear, and enjoyment.Rational Appeals: reason-thinking mind Strategies based on saving money, making money, doing a job better, or getting better use from a product.By Joanna Yang sample No longer do you need to wait hours for food to be prepared. Microwave cooking is quick, clean and inexpensive. What you need to do is just to press the switch and then this new cooker will permit you to serve mouth-watering meals in no time at all. Read the enclosed brochure and learn why more and more people are rushing for microwave ovens. During the month of July we are ready to offer you Happy Family microwave ovens at a 15% saving on the regular price.8By Joanna YangHarry ChenChoice of Right AppealPerfume, candy And food etc.Emotional appealRational appealAutomobile tiresToolsIndustrial equipmentDesire: To Convince the readerBenefits of the goodsPoint out and stress all the benefits that your product can offerDetermine the strongest psychological selling point: stressing a products benefits rather than its physical featuresMake job easierIncrease statusMake personal life more pleasantBy Joanna YangHarry ChenTo Motivate Action Ask for orders Offer other incentives that will make your reader responsive: a gift, a limited availability and a discount - No-risk guarantee strengthening words If ever you think that Action is not for you, well give you every cent of your money back. “You pay nothing unless you are totally satisfied.” “There is no risk with our complete satisfaction, money-back guarantee!” “No questions asked. Simply return the product within 30 days and well refund your money in full.” 12By Joanna Yangsamples 1) “Order today and Ill send you 100 Oriental Design Christmas cards free.a $50 value! But remember, I am offering this free bonus for a limited time . . . so order now!” 2) Why wait? Come and buy right now since a special discount of 15% will only be offered for a month.13By Joanna YangSample persuasion Hi John I was working late the other day in my office when I realized that we waste so much time trying to find out what various people have said to the same customer over the years. I say waste because I know there is software available which can help alleviate this problem. The benefits are obvious. If we buy this software then every letter we have ever sent to a customer will be automatically linked-no more difficult and time-consuming searches. And what is more important, we will be able to check all previous correspondence. At the moment I doubt if this is being done. The product is not cheap because we need to buy a license which cover our whole network, but I have done a rough calculation which suggests that what we spend will be paid back in terms of wasted time within a couple of months. After that the time saved can be used more effectively. And Im sure that everyone who has any contact with customers will be impressed if we buy this software. If you think this is a good idea I will contact the software supplier and arrange for a demonstration.Principles of Persuasion Letter Writing 1. vivid language 2. be concrete 3. focus on central selling point 4. use inductive approach (deductive) 5. some “dont” in Persuasion letter18By Joanna YangBe concrete Compare the weight of this calculator with the weight of a credit card. The credit card may be heavier than the calculators ounce. See how easily it fits inside a billfold. Thats because its dimensions are 3 by 2 by 1/16 inches-about the size of a playing card.19By Joanna Yang服装业词汇1 ACCESSORY 辅料 ACRYLIC 腈纶ANTISTATIC FINISH 防静电处理BAR CODED 条形码 BARGAINING 讨价还价BELL BOTTOM 喇叭裤脚BLEND FIBRE 混纺纤维BLOUSE 女装衬衫BOYS STYLE FLY / LEFT FLY 男装钮牌，左钮牌BUCKLE-LOOP 皮带扣BULK PRODUCTION 大量生产BUTTON-HOLE 钮门 / 扣眼CANVAS 马尾衬，帆布CASUAL WEAR 便装CHEMISE 宽松服装 CLASSIC LOOK 经典款式CLASSIFICATION 分