促销信分为两种:一种是直接推销产品的信,另一种是答复对方咨询产品的信。如何答复买方的咨询我们前面已经讲过,现在我们着重要讲的是直接推销产品的促销信。
和其他推销方式比起来,促销信成本低廉,还可以传递更多、更详细的产品信息。下面是写促销信应遵循的一些基本原则:
1. Emphasize the benefits rather than the features of the product or service.
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3. Focus on one of the main appeals.
4. Subordinate the price, unless it is an obvious bargain, by mentioning it after most of the benefits have been listed.
5. Use a promotion piece (eg. An enclosed brochure) to illustrate the details of the product or service.
6. Specify the action by providing the ways of obtaining the product.
