銷(xiāo)售對(duì)于企業(yè)來(lái)說(shuō)可是個(gè)重頭戲。除了要把握各種交易會(huì)的機(jī)會(huì)、面對(duì)面的推銷(xiāo)外，還要尋找任何可能的機(jī)會(huì)，給那些潛在的客戶(hù)寫(xiě)推銷(xiāo)信，讓對(duì)方對(duì)自己的產(chǎn)品感興趣，從而可能有面談的機(jī)會(huì)、交易的希望。

促銷(xiāo)信分為兩種：一種是直接推銷(xiāo)產(chǎn)品的信，另一種是答復(fù)對(duì)方咨詢(xún)產(chǎn)品的信。如何答復(fù)買(mǎi)方的咨詢(xún)我們前面已經(jīng)講過(guò)，現(xiàn)在我們著重要講的是直接推銷(xiāo)產(chǎn)品的促銷(xiāo)信。

和其他推銷(xiāo)方式比起來(lái)，促銷(xiāo)信成本低廉，還可以傳遞更多、更詳細(xì)的產(chǎn)品信息。下面是寫(xiě)促銷(xiāo)信應(yīng)遵循的一些基本原則：

1. Emphasize the benefits rather than the features of the product or service.
2. Use active voice in picturing the reader enjoying the use or performance of the product or service.
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.