第一步：To arouse attention
　　促銷信都是“不請自來”，所以開頭一定要有吸引力和誘惑力。It must make an appeal to some particular buying motive and may begin with a question, and instruction, a quotation or an attention-grabing short story。 Sometimes if required, it may even begin by suggesting the very opposite to what you want。 看看下面這些開頭是怎么寫的：

　　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

　　一旦抓住了讀者的注意力，就該趁熱打鐵勸服他們買自己的產(chǎn)品。介紹產(chǎn)品必須要緊緊圍繞你在信的開頭所提出的引人之處。光說“最好”、“最新”是沒什么實際意義的。應(yīng)該強調(diào)特性、質(zhì)量、原材料，以及和同類產(chǎn)品相比最出彩的地方。我們且看下面這個產(chǎn)品介紹是如何寫的：

　　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

　　通過產(chǎn)品介紹引起讀者的購買欲望后，就該進一步加強讀者購買的決心。你可以詳細說明并保證產(chǎn)品會給讀者帶來許諾的好處。且看下面這段內(nèi)容是如何吸引客戶的：

　　1) Use our Fast Microwave Oven for two weeks absolutely free。

　　2) If for any reasons you find the model machine unsuitable to your needs, we will replace your order or refund you。

　　第四步：To motivate actions

　　到了這一步，所有的努力都指向一個目標(biāo)：促使客戶采取行動、購買產(chǎn)品。這時語氣要禮貌堅決，并提供給客戶如何購買產(chǎn)品的指示，以方便客戶購買。下面是一些常用的策略：

　　1) Why wait? Come and buy right now since a special discount of 15% will only be offered for a month。

　　2) Don’t delay! Those who order by October 5 will receive 100 Oriental Design Christmas cards free。