外貿(mào)英語函電：英文商業(yè)信函(原版)

Paragraph One: Attracting Attention

The first sentence must get the reader's attention. Asking a question in which the answer is guaranteed to be "yes" is a good way to start. "Would you like to improve your life?" The opening paragraph, in fact the first sentence, should excite curiosity or attract the attention in some way that will make the reader continue to read the letter.

The most difficult paragraph to write in a sales letter is the first one. You have just a few seconds to get the reader's attention.

Would you like to see your factory's production increase by 15% or more?

Wouldn't you prefer to have your wedding pictures taken by the leader in the field?

Another way to start a sales letter is to write a sentence that will surprise or shock the reader.

In 1996 we helped over 250 small businesses like yours to increase their productivity.

Since 1991 we have grown from a small printing company to one of the largest publishing houses in the city.

If you are contacting the customer for the first time or if your company is unknown, you might start with a general introduction of yourself.

Example A:

Alfred's Textile Marketing Co. Ltd. is a leading Russian manufacturer and exporter of socks and hosiery. The range of our product line, good quality, and competitive prices have made us one of the fastest growing companies of its kind in Russia.

Example B:

Floppy Textile Buying Agency, established in 1987, is one of the fastest growing agents in India. We currently represent a number of major European importers, such as Fe Fe LaMew Mail Order of France and others.

Other Examples:

The ABC Trading Company was founded in 1986 to serve the construction industry in New York state. Since then we have expanded our market year by year to where we now have customers in 12 countries around the world.

Paragraph Two: Building Interest and Desire

The second paragraph must convince the reader of the value of the product. When you have succeeded in getting the reader's attention, you must hold that attention. The best way to hold it is to build interest by describing your product so that the reader can virtually experience it. Use colorful, de****ive words.

In paragraph two you must show the reader that he/she either

- needs your product (a car)

- could use your product (an easier inventory system)

- should not be without your product (insurance)

OR - would benefit from your product (a new line of clothes he/she could sell)

Sentence by sentence you lead the reader through your sales pitch. If he closes his eyes he can see that new car, going home earlier because of his new inventory system, the comfort of having insurance, and increased sells because of the new line of clothes.

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