BEC商务英语写作锦囊：你得推销信被扔进垃圾箱了吗？

BEC商务英语写作锦囊：你得推销信被扔进垃圾箱了吗？

Sales letters are used to introduce products or services to consumers. As such, sales letters tend to use formal letter structures and are rather impersonal because they are sent to more than one person. Sales letters often ask readers to consider a "pain point" - a problem that a person needs solved, and then introduce a product that will provide the solution. It's important to quickly move to your sales pitch in your sales letter as most readers will understand that your sales letter is a form of advertising. Sales letters also often include an offer to encourage customers to try the product. It's important that these offers are clear and provide a useful service to the reader.

推销信是用来向顾客介绍产品或服务的。因此，推销信通常采用正式的书信结构，并且无人称，因为信件的接受者不止一个。推销信常提醒读者考虑一件麻烦事——一个必须解决的问题，然后再介绍能够解决这个问题的产品。之后，马上在推销信中推销产品，因为大多数读者都知道推销信也只是广告。推销信往往包含鼓励顾客试用产品的优惠。提供的优惠措施必须清楚明白而且能为读者带来有用的服务。

Useful Key Phrases

常用关键句

• Are you having trouble ...

• 你是否有这样的麻烦……

• This is why it is important to have ...

• 这就是为什么拥有……产品很重要

• At X, we have the skills and experience to ...

• 在……领域，我们有技术和能力为您……

• May we stop by and offer you a FREE estimate of how much it would cost to ...

• 我们是否能够拜访您，并为您提供一次免费体验，看解决……要付出多少代价

• If so, give us a call at X and set up and appointment with one of your friendly operators.

• 如果可以，请致电本公司并和我们的接线员详谈见面事宜。

Example Letter

示例推销信

Document Makers

Document Makers文件起草公司

2398 Red Street

红街2398号

Salem, MA 34588

马萨诸塞州萨勒姆镇 邮编34588

March 10, 2001

2001年3月10日

Thomas R. Smith

托马斯·R·史密斯

Drivers Co.

Drivers公司

3489 Greene Ave.

格林大道3489号

Olympia, WA 98502

华盛顿州奥林匹亚市 邮编 98502

Dear Mr. Smith,

尊敬的史密斯先生：

Are you having trouble getting your important documents formatted correctly? If you are like most business owners, you have trouble finding the time to economically produce good-looking documents. This is why it is important to have a specialist take care of your most important documents.

您是否为重要文件的正确排版而烦恼？如果您像大多数企业经营者一样，那么您一定很难挤出宝贵时间起草版式整洁的文件。这就是为什么一个能专业处理重要文件的助手至关重要的原因。

At Documents Makers, we have the skills and experience to come in and help you make the best possible impression. May we stop by and offer you a FREE estimate of how much it would cost to get your documents looking great? If so, give us a call at and set up an appointment with one of your friendly operators.

在Documents Makers公司，我们有技术和经验能够帮助您处理文件，给客户留下好印象。我们是否能够拜访您并为您提供一次免费体验，看看让文件排版整洁需要的成本。如果可以，请致电本公司，并和我们的接线员详谈见面事宜。

Sincerely,

您真诚地，

(signature here)

（此处签名）

Richard Brown

理查德·布朗

President

董事长