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
22
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______.
【L2】
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
TELEPHONE APPOINTMENT
解析
转载请注明原文地址:https://kaotiyun.com/show/ozKd777K
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
Whoismostlikelythespeaker?
Whoismostlikelythespeaker?
Whomostlikelyistalking?
Whomostlikelyistalking?
Whatisthewoman’sproblem?
Whatarethespeakersmainlytalkingabout?
Whatproductarethespeakersdiscussing?
A、 B、 C、 BHowmanydays是问题的关键,所以正确答案应该是说几天或几周等期限的内容。(A)用来回答Howmanypeoplewillbeaway…?这类问题,(C)适合回答Howmanyti
Inthispart,theinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogiveinformationaboutyourselfand
随机试题
糖尿病孕妇容易并发妊娠期高血压疾病和羊水过多。()
《尚书.康诰》中记载:“人有小罪,非眚,乃惟终……”,其中“眚”的含义是:()。
《中华人民共和国节约能源法》规定:国家对落后的耗能过高的用能产品、设备实行淘汰制度。淘汰的耗能过高的用能产品、设备的名录由( )确定并公布。
下列建设工程组织管理模式中,不能独立存在的模式是( )。
2005年7月21日,在主动性、可控性、渐进性原则指导下,人民币汇率形成机制改革启动,开始实行以市场供求为基础、参考一篮子货币进行调节、有管理的浮动汇率制度。两年来先后推出了一系列改革措施,外汇市场基础设施建设取得重大进展,人民币汇率弹性逐步扩大,并形成双
在企业人力资源管理的基本职能中,录用的职能不包括()。
读右图回答问题:圆圈地区水资源十分紧张,造成这种状况的主要原因是()。
刘某与他人发生纠纷,诉至法院后,法院经审理作出裁决,要求刘某赔偿对方当事人经济损失。刘某不服,提出上诉,二审法院维持一审判决。刘认为法院处理有错误,拒不履行法院的判决,被法院拘留15日。问:刘某是否可以对法院或其审判人员提起行政诉讼?并说明理由。
近代中国政治经济文化发展极不平衡,这是由于
ThereisacommonresponsetoAmericaamongforeignwriters:TheUSisalandofextremeswherethebestofthingsarejustase
最新回复
(
0
)