首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
You will hear a speaker giving a group of business students about how to write effective introductory sales letters. As you
You will hear a speaker giving a group of business students about how to write effective introductory sales letters. As you
admin
2016-10-25
29
问题
You will hear a speaker giving a group of business students about how to write effective introductory sales letters.
As you listen, for questions 1-12, complete the notes using up to three words or a number.
You will hear the recording twice.
HOW TO WRITE EFFECTIVE INTRODUCTORY
SALES LETTERS
Let Your Letter Get Past
【L1】It usually takes one______to decide whether to read a letter or discard it.
【L2】Nowadays, it is advisable to propose a______first, for it is a qualifying discussion to prepare you to a face-to-face meeting with your client.
【L3】If you set a proper initial aim in your mind, you show a desired appreciation of the______of people’s time.
【L4】The five-second rule should be used when you design direct sales letters’s and headlines.
【L5】Headlines are often used to ______of the target in five seconds.
【L6】People tend to use less and less time to attract interest and______.
【L7】Our environments ’train’ our brain to______and ideas much quicker than we used to.
【L8】People get bored sooner, and they need ______quicker.
Make Your Target Interested in Seeing You
【L9】______ letters will be read and understood, as well as saying something about yourself.
【L10】You can take the language that your target uses as your______.
【L11】It is important to use the person’s ______and correctly spelled surname in the address.
【L12】Make sure that your letter can be read and understood in______.
【L3】
Man: Um, can I have your attention, please? Thanks. A lot of people ask me ’ how to write an effective introductory letter?’ Well, there are certain proven rules and techniques that improve the chances of: a)your letter getting past(or being forwarded by)the secretary to your intended contact, and b)your intended contact being interested in seeing you.
Think how you treat unsolicited letters that you receive. Most of these letters go in the bin, and many letters won’t even be opened. A few seconds is all anyone takes to decide whether to read a letter or discard it. A secretary will open your letter, and he or she too will decide in just a few seconds whether to read on, then whether to pass it to your intended contact, another person, or to file it or bin it.
Increasingly these days it’s good to aim first for a telephone appointment — a qualifying discussion when you can ask helpful questions and seek to understand the client’s situation — before expecting to agree a face-to-face meeting. You can do a lot on the phone. Having a telephone appointment in your mind as an initial aim often makes it easier to get the ball rolling. It also shows that you have a professional appreciation of the value of people’s time.
Remember that your letter will be competing with perhaps ten, twenty, or even fifty sales letters received every day, sent by sales people also hoping to gain your target’s attention. To get through, your sales letter needs to be good, different, professional and relevant.
Use the five-second rule when designing direct sales letter’s opening statements and headlines. You must grab attention in five seconds: that’s about ten words comfortably: fifteen to twenty words at most. This implies a headline, which is why headlines are often used. If you prefer not to use a headline, fine, but still you need to grab attention in your opening paragraph in five seconds.
The time available for grabbing attention and conveying meaning is shrinking all the time. People used to talk in terms of four to eight seconds to grab attention. Now it’s best to work on less than five seconds. This is because progressively we can all absorb information and ideas far more quickly than we used to. Our environments ’ train’ our brains to do this. Think about TV adverts, video games, chat-rooms, email and text messages, fast-moving media and entertainment generally — it’s all getting quicker —we get bored sooner, and we need data quicker. Your contacts are just the same. Quick-thinking senior decisionmakers especially: they need your letters to help them absorb and understand data as quickly as possible. If it takes too long they won’t bother. Efficient and effective letters not only get read and get your points across, they also say something about you — that you are efficient and effective too.
So you need to be very efficient and thoughtful in your use of language and words. Every word must be working for you: if it’s not, remove it or find another.
Think about the language that your intended contact uses — for example, what newspaper they are likely to read — this is your vocabulary guide.
Think about the business vocabulary, too: senior decision-makers and company directors are concerned mainly with making money and saving money. Read the financial pages of the broadsheets — look at the words that people use — and start using these words too.
Obviously make sure you use the person’s correct title(Mr, Mrs, Ms, Dr, etc.)and properly spelled surname in the address(initials are considered by some to be more professional and polite than using first names).
Keep the sentences short. Introductory letters must be able to be read and understood in under 30 seconds — less than 20 seconds even better — so your letter will never require more than one side of paper. The less words the better. Generally three short paragraphs of ’body-copy’ suffice. It’s doubtful you’d achieve what you need in just two: four or five are Okay if they’re very brief: any more is way too much. Use bullet points if you have a number of short points to make.
选项
答案
VALUE
解析
转载请注明原文地址:https://kaotiyun.com/show/szKd777K
本试题收录于:
BEC高级听力题库BEC商务英语分类
0
BEC高级听力
BEC商务英语
相关试题推荐
Whoisthespeaker?
WhatisMaryTroger’sjobatYakoCorporation?
WhatisMaryTroger’sjobatYakoCorporation?
Whoismostlikelytalking?
Whataretheytalkingabout?
Whatisthewoman’sproblem?
Whomostlikelyistalking?
Whatistheproblem?
A、 B、 C、 AItcanseat500peopleanswershowlargeistheauditorium.Choice(B)usesthesimilarwordlargerin
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
随机试题
青黛成分中具有抗皮肤真菌作用的是()
A.四环三萜皂苷B.五环三萜皂苷C.甾体皂苷D.强心苷E.氰苷知母皂苷属于()
( )就是要在保证工期和质量满足要求的情况下,利用各种措施把成本控制在计划范围内,并进一步寻求最大限度的成本节约。
证券营业部可以向投资者提供资金以买人证券。()
所谓网络计划,是用网络图表达任务构成、工作顺序,并加注时间参数的()。
下列关于弹性预算法的说法,正确的有()。
如果单方面强调严肃而忽视了谨慎,则会()。
根据以下资料,回答106—110题根据图表,下列说法正确的是()。
以下设计模式中,(44)模式使多个对象都有机会处理请求,将这些对象连成一条链,并沿着这条链传递该请求,直到有一个对象处理为止,从而避免请求的发送者和接收者之间的耦合关系;(45)模式提供一种方法顺序访问一个聚合对象中的各个元素,且不需要暴露该对象的内部
DespiteDenmark’smanifestvirtues,DanesnevertalkabouthowproudtheyaretobeDanes.ThiswouldsoundweirdinDanish.Whe
最新回复
(
0
)