Sales Letters

Presentation by:
1. Rizki Arum Novianti
2. Nadya Anjarwati
3. Mardiani

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 CONTENTS

1 2 3 4
What is the Sales Why Cross- How to Write The Examples of
Letters? Cultural Sales Letters? Sales Letters
Awareness in
Sales Letters
Important?

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 What is The Sales Letters?

 The prevalent strategies employed in sales letters are :

a. Attention
1 b. Interest
c. Desire
d. Action

 Sales letters are the products of social development, many other

factors need to be taken into consideration, and a more holistic
research model is imperative.

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High-Context & Low-Context Cultures

1 2

High-Context Low-Context
Culture Culture

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 Politeness Behavior
Research on politeness behavior may offer some
understanding of the appropriate use of language forms
in sales letters.

1 2
Indirectness of Direct of
Politeness Politeness
Many actions we do with words, such The writer may try to create a
as requests and orders, are potential linguistic distance to indicate respect
face-threatening acts (Brown and for the reader. Showing respect is
Levinson, 1987). often discussed as a culturally shared
value (Gu, 1990; Zhu, 1999a).

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 Purposes of Sales Letters

 To attract the reader’s attention

 To give positive appraisals of the product
 To persuade the reader to buy the product
 To solicit a positive response and encourage
further communication

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 Structural of Sales Letters

1. Headline 6. Introducing the

2. Salutation product
3. Greetings 7. Offering incentives
4. Introductory move 8. Soliciting a response
5. Establishing 9. Closing move
credentials 10. Postscript

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 Why Cross-Cultural Awareness in Sales
Letters Important?
 Different cultures use different rhetorical strategies for writing
2 letters.

 The difference sales letters in terms of the use of language was

about the orientation of the letters. There are two orientations,
such as :
a. You Orientation
b. We Orientation

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 Orientation

You Orientation We Orientation

Following is the example of such

Following is the example of such
strategy:
strategy:
We know that in today’s economy and workplace change
It is announced that XYZ Company with 19 years of
happens quickly. We also know that companies such as
experience in designing and exporting leather gifts,
yours constantly look for ways to improve business
prides itself on providing leather gifts to hundreds of
process in order to reduce costs and optimize
companies, organizations and governmental institutes.
productivity.

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 Writing an effective business letter is an important part of running an
efficient business.

 The main task is to learn in what way these findings may be of

theoretical and practical values for those who want to correspond
internationally in the world of business.

 For example, applied in teaching a particular genre such as sales

promotion letter in the classroom.

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 How to Write Sales Letters?

1. Know what you want

3 2.
3.
Plunge right in
Write so the reader will enjoy it
4. Give it the best you've got
5. Sum it up and get out

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 The Examples of Sales Letters

There three Example of Business Sales Letters or Sales

4 Letters that the presenter presenting.

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 Example of Indonesia Sales Letters
From: GEMBUL MANIA ELEC AND HOBBY
Jl. Pemuda Membangun Negeri no 1
Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia
 
To: PT. BONGKAH BUMI SEMESTA ALAM RAYA RAJAWALI
Jl. Pemuda Membangun Negeri no 2
Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia
 
Dear Sir,

Our company of GEMBUL MANIA ELEC AND HOBBY would to offers one of our new and the greatest products for the PT.
BONGKAH BUMI SEMESTA ALAM RAYA RAJAWALI. Our products are cheaper than the other electrical engineering
company with the best quality of product that up to date and easy to use. The products we offer are:
Mining Electrical Compenen: (3.000.000 1 pcs)
Crude Oil Sensors BP-123 : (4.000.000 1 pcs)
We really hope that you are interested in our latest product. If you want to join our product we will give 50 perfent of discount for
first until five purchase. We also give some using toturial for free only for your company. For deeply information please contact
us in Jl. Pemuda Membangun Negeri no 1 (021-459034). Thank you for the opportunity.
 
Sincerely,
 
Gembul Berdikari Sentosa
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 Example of English Sales Letters
October 27, 1997
Headline Introducing the only credit card to give you $60 to spend on
Salutation Innovations – FREE!
Establishing Dear Mr. Smith,
Credentials Since you’re one of our important customers who appreciates convenience and
Offering value, I am writing to share an opportunity to enjoy both!
Product For example, would you like to choose $60 worth of Innovations merchandise –
Essential absolutely FREE?
Detailing And could you benefit from a very convenient credit card – one that offers you a
free Rewards program, unsurpassed card protection, free Photo Card, free Purchase
Cover, personal customer service – and is accepted at over 400,000 locations in
Australia, more than 14 million establishments worldwide, and gives you cash
access at over 341,000 ATMs?

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 Example of English Sales Letters
Evaluating the Realistically, how could you pass up these attractive opportunities? They each
product represent the very practical (and innovative!) reasons for you to apply for a
Citibank Visa or MasterCard.
$60 and Double Points from Innovations
Because I feel so confident that you will truly appreciate a Citibank Credit Card, I
would like you to have two $30 vouchers for anything in your Innovations
catalogue. Use them separately or together, they are valid until 28 February 1998
on your choice of items but you must reply to this very special offer before 28
Pressure tactics November 1997 to tactics receive your vouchers.
Incentives What’s more, purchase anything from our catalogue with your new Citibank Credit
Card and earn Double Rewards points until 28 February 1998. This can certainly
boost your points toward achieving the reward of your choice. The enclosed
brochure explains details of Citibank’s Rewards Program.

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 Example of English Sales Letters
Soliciting a If you already have a bank credit card . . . read on!
Response (More incentives detailed here) . . . . . .
I hope you’ll take a moment to complete and mail (or fax) the enclosed Application
for your Citiband Credit Card today. I’m certain you’ll enjoy its many benefits – as
well as the $60 of vouchers to use for Innovations merchandise with our
Request compliments. Happy
shopping!
Closing Yours sincerely,
Judy Powell
Managing Director
Postscript P.S. We can only reserve this exclusive offer until 28 November 1997. So apply for
your Citibank Visa or MasterCard today and once you are approved, you will
receive $60 of Innovations vouchers shortly after your new Card. And for Double
Rewards points, use your Card on any Innovations purchase until 28 February
1998!

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 Example of Chinese Sales Letters
Salutation Honored company,
Greeting How are you (H)? You must be very busy with your work.
Establishing As a branch of No. 1 Motors Group of China, Xuzhou Shunda Motors Company
Credentials Ltd was established in September, 1990. It is located in the ancient city ¾Xuzhou.
With seven years of hard work and immense efforts, this company is taking on a
brand new look.
Introducing Our consistent goal is to produce comfortable and luxury cars of high standard and
Product good quality. We have all the expertise in manufacturing skills. The cars we
produce are equipped with advanced assembled imported engines, air-conditioning,
Detailing electric windows, a modern and novel dashboard, and a unique ABS braking
system.
Our cars are characterized by powerful engines, quick acceleration, low-noise
Evaluating motors, low petrol consumption, spacious seating, stylish shapes and low price.
Our cars enjoy a high reputation for their performance and quality in Huaihai
Economic Zone, and even in the
northern and middle parts of China.

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 Example of Chinese Sales Letters
Offering Shunda Co. Ltd. has developed today into a large enterprise in the Huaihai
Incentives Economic Zone, and is the envy of the motor manufacturers of modern and luxury
Soliciting a cars. We are offering various kinds of special prices. If you are interested in our
Response products please contact us. We are going to hold a marketing day of the latest car
models (the specific time for this will be informed later). Welcome you to come
and place an order, or hold trade talks with us. We will offer you warm-hearted
service. Looking forward to hearing from you soon.
Thank you for your cooperation!
Closing Moves Sales Department
Xuzhou Yada Motor Co. Ltd
August 18, 1997

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THANK YOU !
Sales Letters Material

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 References

• Forbes, Malcolm. How to Write a Business Letter. Springhil: International

Paper Company's Springhill.

• Heidari Ghezeljeha, Fatemeh and Mohamad Raouf Moinib. (2013) The

Importance of Cross-Cultural Awareness in Writing Sales Promotion Letters.
Page 771 – 776. Iran: Elsevier.

• Yunxia, Zhu. (2000). Structural Moves Reflected in English and Chinese Sales
Letters. Vol 2(4): 473–496. London, Thousand Oaks, CA and New Delhi: SAGE
Publications.

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