5 Selling more a Tee osc ry Discussion IE Answer the questionnaire, then discuss your choices. A good mailshot should bbe as short as possible/neither 1o0 long nor too short/as long as necessary. put the most important point at the beginning/in the middle/at the end. be written in first person style (1)/second person style (you) third person style (it). focus on features/benefits/costs. always have a PS/never have a PS/have a PS and a PPS. Analysis EB Read the sample mailshot below and choose a label for each paragraph: Dear Reader (le, Hew Bongos ew mea magezh, fusv) How do today’s business leaders keep up to date without trawling y through hundreds of pages of newspapers and magazines? ‘They rely on New Business View - the only digital multimedia magazine to bring you all the latest business news, trends and opinions on one handy, multi-format disk, Subscribe {to NBV, and we guarantee you'll never need to buy another magazine! Be the first to know about mergers and takeovers, marketing trends and management tools. Watch, listen and read, on DVD, in the ear, or on your PC. NBY gives you a deeper understanding ofthe issues that matter, whoever you are, wherever you are land whenever you want, ‘Better than an MBA’ ~ NBV is your private briefing from the world’s best business specialists, NBV is used by executives in leading companies, large, medium and small all over the world. Over half of America’s top business schools recommend it as part oftheir programmes. ‘You too can enjoy abetter view of the world of business. Subscribe now for twelve ‘months ot more, and receive three issues totally’ free of charge. Just fillin the attached form, or subscribe online at www.newbusinessview.com, Sincerely Yours, Jim Bradley PS Reply within fifteen days, and get free access to NBV's new daily podcast! El Decide which paragraphs these tips on writing mail shots and sales letters refer to. Don't forget to make it clear what you want ~ it you don't ask, you don't get” Give references whicn will persuade the reader that your product really delivers ‘what it promises. ‘Tel the customer your USP — what only your product or service will deliver. Provide additional motivation to act on the message. Give readers details ofthe advantages they will enjoy. ‘You have less than five seconds to grab the readers attention and make them. ‘want to read your message. ° e e e e ° ° af 66 TheBusinoss(GEE rortner interactive writing practice and model business documents on the DVD-ROM es research sate for the Keynords Eegvnce fe fraud” to find out how dhonest trrters persuade thet icine te give them mores oo — El Decide which part of a sales letter or mailshot you would put these sentences in ‘Can you honestly say you would never prefer to stay in bed than to go to work? will eall you early next week to arrange a demonstration ofthe software, ‘Over twenty per cent of Fortune 500 companies are already using our system. Please fee ire to call me for more information or to arrange an appointment. ‘There are only two kinds of company ~ market leaders and market followers. Which is yours? ‘This offer is available fora limited time only; call early to avoid disappointment! Within six months you can expect a retum on investment that no other consultancy can deliver. Your company will enjoy significant gains in productivity, reliability and staff morale. Ed Sales leters and mailshots frequently build persuasive arguments by tripling: describing features and benefits in thres, Find and highlight four more examples of tripling inthe letter in 2 What patterns of words are used in each group: verbs, nouns, adjectives, ete? Examples. all the latest business news, trends and opinions Be the first to know about mergers and takeovers, marketing trends and management tools. [Gi Use the tripling technique to build the arguments below. Add two more ideas to the sentences below. 1 The multimedia dictionary is ideal for students, and 2. Regular sessions in your mini-gym will make you fiter, ‘and 3 Our office software helps you improve productiv ‘and increase 4. Inthis seminar you'l lean how to plan, and ‘a presentation. 5 The new Porsche has improved handling, a redesigned ____and 6 Inless than an hour you'll be able to start using Homearchitect® software; in less than a day and 7. The Norisko investment plan means you can save for a new house, and 8. Bythe end of this CRM course, you'll have learnt how to handle difficult customers, How to and Writing ED in small groups, write « malshot foran electric bcyce, timeshare flats, a book club or a mail-order catalogue. Star by deciding the following features ‘who the target market is what the product's USPs are what its benefits are what its credentials are how you can grab the reader's attention what you want the reader to do ‘what you can put in your PS Efi Write your mailshot. Remember to build persuasive arguments by ‘tripling EX Give copies of your mailshot to other groups. Each group should choose the most persuasive mailshot (excluding their own). The group that makes the most ‘sales’ is the TheBusiness o