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
74
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______.
【L12】
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
30 SECONDS
解析
转载请注明原文地址:https://kaotiyun.com/show/a7Od777K
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
Whomostlikelyistalking?
Whatisthewoman’sproblem?
Whatisthewoman’sproblem?
Whatistheproblem?
A、 B、 C、 D、 DTwopeopleareshakinghandsandoneofthemisonastairway.Choice(A)misidentifiesthe
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.(Thecandidatechoosesonetop
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.MarketResearch:theimportanceofdoingmarketresearc
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
随机试题
一郊区诊所接生的32周孕龄男婴,出生时轻度窒息,生后第二天不吃不动,呼吸不规则,面色发绀,前囟紧张,四肢肌张力差,拥抱反射消失,以颅内出血收住院治疗。其颅内出血部位最可能为
有一名45岁妇女,近几日出现情绪低落、郁郁寡欢、愁眉苦脸,不愿和周围人接触交往,悲观厌世,睡眠障碍、乏力,食欲减退。根据诊断结果,可选用的治疗药物是()。
下列可用于治疗消化道出血的药物是()。
某测绘单位开展了沿海某岛屿的陆岛GPS联测及区域似大地水准面精化工作,分级布设了若干GPSB、C级控制点,以及高程异常控制点(又称GPS水准点)和二、三等水准点,辅以全站仪等常规方法建立了D级测图控制网,并对海岛及附近海域施测了1:2000地形图。测量采
通过对()的观察与分析,可判断生产过程质量是否处于正常,稳定和受控状态及质量水平是否在公差允许的范围内。
工程师肖某取得建造师资格证书后,因故未能在3年内申请注册,3年后申请初始注册时必须()。
在幼稚期后期,随着行业生产技术的成熟、生产成本的降低和市场需求的扩大,新行业便逐步由高风险、低收益的幼稚期迈入低风险、高收益的成长期。( )
()属于合同法调整的范围。
材料一2007年10月24日18时05分,搭载着我国首颗探月卫星嫦娥一号的长征三号甲运载火箭在西昌卫星发射中心三号塔架点火发射——中国人在实现了几千年来嫦娥奔月梦想的同时,迈出了参与国际和平利用月球乃至深层空间的第一步。材料二2007年12月1
声调符号应标在()。
最新回复
(
0
)