英文促销信的写作要领及应注意的几个问题
描写月亮的好句-节约用电的作文
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英文促销信的写作要领及应注意的几个问题
作者：宋国双 蒋文静
来源：《商场现代化》2008年第11期
生活在21世纪的我们，每天都可能收到大量的促销信，要使自己公司的信件更加有吸
引
力，就一定要注意写作要领及可能所碰到的问题。一封好的促销信必须鲜明地、突出地表现信
件的主题，使消费者与产品发生共鸣，这样才能产生更好的效果。因此，优秀的促销信必须具
备引起人们
的注意，刺激需求，维持印象，保持记忆，适时的促成购买的作用。
下面是促销信写作的四个要领：
第一步：To arouse attention
促销信都是“不请自来”，所以开头一定要有吸引力和诱惑力。It must
make an appeal to
someparticular buying motive
and may begin with a question, and instruction, a
quotation or an
attention-grabbing short
story。 Sometimes if required, it may even begin by
suggesting the very
opposite to what you want。
看看下面这些开头是怎么写的：
(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
一旦抓住了读者的注意力，就该趁热打铁
劝服他们买自己的产品。介绍产品必须要紧紧围
绕你在信的开头所提出的引人之处。光说“最好”、“最
新”是没什么实际意义的。应该强调特
性、质量、原材料，以及和同类产品相比最出彩的地方。我们且看
下面这个产品介绍是如何写
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