In this module, you are expected

1. Module ４: Sales Letters j In this module, you are expected Objectives to know the format and the content of a sales letter and highlight the selling points included in a sales letter; to write a satisfactory sales letter with correct layout, complete contents and attractive unique selling points.

2. Your Try 1 Task Among the propaganda campaign activities of the new round promotion for latest winter clothing, a sales letter to potential customers is an effective and least expensive way. Qiu Xiaoyun was demanded to compose a sales letter to the retailer outlet to promote the latest winter clothing and she felt something improper and awkward about her first draft. So help her to revise and improve the following version to a successful sales letter.

3. Your Try 1 Task Dear Sirs, Zhejiang Sunshine Cashmere Co. Ltd. is a modern cashmere garment company. Our company has become a professional cashmere producer in the high competitive cashmere garments markets. Our company’s policy is “To build a bright tomorrow with top quality”. We are strong at designing and developing. We have a valuable experts’ team engaging in designing the most fashionable colors and styles. Also we have very strict quality control system supervising all over the production lines. Our styles include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural super material as well.

4. Your Try 1 Task Its simple but noble, calm and confident style of our latest winter clothing stands for the best choice of those consumers who have good cultivation and fashion taste. We sincerely invite interested parties to contact us for further information and to fulfill any of your cashmere products needs. Yours Sincerely, Qiu Xiaoyun Qiu Xiaoyun Secretary of General Manager

5. Communicative Activity 2 Notes: What is the function of a sales letter? You are divided into several groups and each group analyzes the problems with the sales letter in the previous task and how you improve them in your revised version. Discuss and compare each other’s version with attention to the following hints. What are the basic contents included in a sales letter? What is the appropriate tone applied in a sales letter? Could you sum up some tips to attract the readers’ (potential customers’) attention when designing and writing a sales letter?

6. Communicative Activity 2 • Is there any problem in this sales letter? If yes, please state them clearly. The problems of this letter are as follows: ①In general, it hasn’t followed the principle of a sales letter and lacked the key selling points so that it is more like a company/product introduction than a sales letter. ②As for the main contents of a sales letter, it is incomplete in getting attention and arousing interests in the beginning and persuading action in the end. ③Besides, the tone of a sales letter should be persuasive and personal while this one is too plain and general.

7. Communicative Activity 2 2. What is the function of a sales letter? The purpose and function of a sales letter is to expand business, to persuade the reader (the potential customer) to buy what the sellers are able to supply (goods or service). 3. What are the basic contents included in a sales letter? Usually a good sales letter follows the IDPA formula: interest, description, proof and action. Arouse the reader’s interest, make a good description and offer proof or benefits to be able to provide using the recommended products or service, and then last but not least persuade or motivate customers to take action with provided access.

8. Communicative Activity 2 4. What is the appropriate tone applied in a sales letter? The letter of a successful sales letter should be polite, personal and considerate for your reader (potential customer). So adopt you-attitude and try to create an atmosphere of intimate personal relationship and get your readers feel you are in their shoes. 5. Could you sum up some tips to attract the readers’ (potential customers’) attention when designing and writing a sales letter? To avoid being thrown into waste-paper baskets without being reading, the sales letter must be greatly characteristic and attractive. In language, it should be short, simple and easy to understand, direct and practical in describing the products and proofs. In appearance, the sales letter is better designed with a new style and don’t ignore the letterhead.

9. Sample Analysis Zhejiang Sunshine Cashmere Co., Ltd. No.25 Kangtai Road Huzhou，Zhejiang Province, China Tel: 86-572-3177777 Fax: 86-572-3177888 Dear Sirs, Charm Defined by You! Do you want to take a business opportunity in this winter? With our Sunshine latest season multi-color cashmere clothing, give you or your honored customers a reserved luxurious charm in this warm winter! Arouse readers’ interests

10. Sample Analysis We are pleased to introduce our new seasonal cashmere clothing products and feel sure you will find interested about them. As a professional cashmere producer in the high competitive cashmere garments markets, we are strong at designing and developing the most fashionable colors and styles. The winter clothing series include T-shirt, pullover, outwear, underwear, skirt set, pants set, scarf and shawl etc. in pure cashmere and in mulberry silk and other pure natural super material as well. Its simple but noble, calm and confident style is the best choice of those consumers who have good cultivation and fashion taste. The demand for it is skyrocketing in both domestic and foreign markets. Offer the product description

11. Sample Analysis Owing to the high quality, simple designs and delicate details of our products, we are convinced that they will be welcomed in your market and with joint efforts, business and mutual benefits between us will witness a rapid development. Why wait? Come and place your order right now as a special discount of 25% will be offered only during this promotional month. You can consult more detailed information about our products in the enclosed latest catalogue. Wish to have your early reply. Yours Sincerely, Qiu Xiaoyun Qiu Xiaoyun Business Assistant to General Manager Enc: catalogue for our latest winter clothing series and price list Convince the benefits Persuade an action

12. Summary The definition of a sales letter A sales letter is a document designed to generate sales. It persuades the reader to place an order; to request additional information; or to lend support to the product or service or cause being offered. It influences the reader to take a specific action by making an offer--not an announcement--to him. To sell, the sales letter must be specific, go to the right audience, appeal to the readers needs, and it must be informative.

13. Summary The format of a sales letter A sales letter should arouse the readers’ interest first, then make a good description of the recommended goods or services and the benefits the customers can get by, next it can offer proof to the above description, and last the sales letter should persuade customers to take action.

14. Summary Tips for sales letter writing Write an effective opening to capture the readers’ attention. • Be specific in praising your product. • Emphasize strong points, the key selling points that will possibly meet the readers’ needs. • Offer special terms to encourage the reader to take action. • Make it easy for the reader to respond by offering pre-addressed postage-paid respond cards, toll-free telephone numbers, etc. Usually a small gift or discount for the early reply or order will motivate more customers to take immediate action. • Besides the attractiveness of the language and content, the sales letter is better delicately designed with a new and unique style.

15. Individual Study You are provided two more letters to learn by yourself. You can make comparison on the samples according to what have been taught. Tips Sample 1 is a sales letter written to potential regional importers for promoting exporting service. Sample 2 is for selling a certain product to any potential customers or retailers. In terms of the use, sample 1 is more targeted than sample 2 as sample 1 may be a letter or E-mail to the companies of related business while sample 2 can be sent to both random companies and individual customers in the form of ads, poster, catalog etc. Compared with their styles, sample 1 is plain and direct while sample 2 is more attractive and expressive with a special headline and some artistic words to catch readers’ eyes.

16. Revising 1 Practices Directions: Revise the sales letter you have drafted to the potential retailers for promoting your seasonal cashmere clothes in the previous task according to the following 5-C principles in the table.

17. Translating 2 Practices 1)What better advertising could Haier have than satisfied customers? 海尔电器还有什么广告能比使顾客满意更好的呢？（使顾客满意就是最好的广告。） 2) Our latest model cannot fail to attract your attention. It features a fashionable design and superior performance. 我们最新的型号一定会吸引您。它具备了时尚的外观和优质的性能。 3) Let us prove to you no other business mobile phone can match the versatility and flexibility of this model. 让我们向您证明，没有其他的商务手机在功能性和灵活性上比得上我们这款产品。 4) We hope you will take the opportunity to try this product, an excellent combination of highest quality and reasonable price. 我们希望您能尝试一下这种集高端质量与适中价格于一体的产品。

18. Translating 2 Practices 5) Call us toll-free at 800-284-0534 to place your order but if you want more information before your order, the enclosed postage paid card will bring you a complete catalog of our new products. 请拨免费电话800-284-0534订货，如您想在订货之前了解更多信息的话，只需把随函谨附的免费明信片寄给我们就可以得到我们最新产品的整套资料。 6)您想增加营业额而又无须投入额外资金吗？那么，为什么不将我们的产品纳入您的业务扩充计划中呢？ Don’t you want to increase your profits without investing extra fund? If yes, why not bring our products into your business expansion plan? 7)让我们公司来为您解忧。我们的专家将热诚为您服务，而且我们有适合各行业的全系列的安全设备。 Let our company help you out. Our experts are pleased to be at your disposal and we own the full-series security equipment suitable for various lines of business.

19. Translating 2 Practices 8)我们的货物价格公道，包装别致，在国内国际市场很受顾客欢迎。 Being moderate in price and attractive in packing, our goods are very popular with customers in both domestic and overseas market. 9)我们给你方订单特别折扣，期望发展我们之间的贸易关系。 We give you this special discount for the order with the view of developing the business relations between us. 10)不要迟疑，现在就行动吧。您只需填写信件下方的内容并装入信封随信寄回给我们即可。 Don’t hesitate any more, and hurry up to take action. You should only fill in the blanks below the letter and put into the envelop then send back to us.

20. Writing ３ Practices Directions: Study the product description about the safe in the previous module and write a sales letter according to the given situation.