如何寫(xiě)好英文促銷(xiāo)信：四步寫(xiě)法

　　促銷(xiāo)的目的就是要賣(mài)出產(chǎn)品，那么怎樣才能把促銷(xiāo)信(sales letter)寫(xiě)得吸引人、讓人一看就對(duì)產(chǎn)品感興趣呢?下面就教你促銷(xiāo)信的四步寫(xiě)法，打造very attractive的促銷(xiāo)信。

　　第一步：To arouse attention

　　促銷(xiāo)信都是“不請(qǐng)自來(lái)”，所以開(kāi)頭一定要有吸引力和誘惑力。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.看看下面這些開(kāi)頭是怎么寫(xiě)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

　　一旦抓住了讀者的注意力，就該趁熱打鐵勸服他們買(mǎi)自己的產(chǎn)品。介紹產(chǎn)品必須要緊緊圍繞你在信的開(kāi)頭所提出的引人之處。光說(shuō)“最好”、“最新”是沒(méi)什么實(shí)際意義的。應(yīng)該強(qiáng)調(diào)特性、質(zhì)量、原材料，以及和同類(lèi)產(chǎn)品相比最出彩的地方。我們且看下面這個(gè)產(chǎn)品介紹是如何寫(xiě)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

　　通過(guò)產(chǎn)品介紹引起讀者的購(gòu)買(mǎi)欲望后，就該進(jìn)一步加強(qiáng)讀者購(gòu)買(mǎi)的決心。你可以詳細(xì)說(shuō)明并保證產(chǎn)品會(huì)給讀者帶來(lái)許諾的好處。且看下面這段內(nèi)容是如何吸引客戶的：

　　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

　　到了這一步，所有的努力都指向一個(gè)目標(biāo)：促使客戶采取行動(dòng)、購(gòu)買(mǎi)產(chǎn)品。這時(shí)語(yǔ)氣要禮貌堅(jiān)決，并提供給客戶如何購(gòu)買(mǎi)產(chǎn)品的指示，以方便客戶購(gòu)買(mǎi)。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.