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用「對方本位」(You-Attitude)寫銷售信（附範例一則）
Alex | 25th Oct 2009 | 職業英語 | (95 Reads)

When composing sales letters or circulars, be careful to adopt the “you-attitude” （對方本位） and not the “Me-attitude”（自我本位）.

撰寫銷售函或通函時，要採用對方本位，棄用自我本位。

The “you-attitude” is divided into an elementary and an intermediate level, which focus on the form and the spirit respectively.

對方本位分為初級和高級，初級重形式，高級重內心。 

Elementary “You-attitude” （初級對方本位）

1.      Pay attention to your salutation.留意稱呼。

2.      Pay attention to your pronoun.留意代名詞。 

  

Me-Attitude

You- AttitudeRemarks
Dear ReaderDear Mr. Smith / Dear MaryAddress a person by name if you know it. 知道對方姓名的，用姓或名稱呼。
Dear Sir / Dear MadamDear Subscriber / Dear Customer

If you do not know a person by name, use a more specific salutation as far as possible.

如不知對方姓名，就盡量用較具體的稱呼。

Dear Sirs （If possible, avoid using the plural form for the salutation, as one recipient will read each individual letter）（不要用Dear Sirs（貴公司），讀信的只是一個人而不是很多人。）

Our customer will appreciateYou will appreciate  
We are pleased to inform all our clients …We are pleased to inform you … 
Everyone will be interested to learn …You will be interested to learn… 
Anyone visiting our new showroom will see… You Attitude: If you visit our new showroom you will see… 
 l   Advanced “You-attitude”（高級自我本位）

1.      “You-attitude” means looking at business from a customer’s point of view. （What my potential customer need?）（從客戶的角度看問題。）（潛在顧客需要些甚麽？）

2.      Stress how your potential customers will benefit from your message. Never focus on your own qualifications, the long history of your product/service, etc. （強調你的信息可以為讀者帶來甚麽利益？不要只說你的資歷如何好，產品／服務的歷史如何長。）

3.      Emphasize what a customer want or need to know.  （強調客戶所想的或需要知道的。）

l   Me Attitude: I have arranged for your order to be delivered from stock today.

l   You Attitude: You will receive your order by Thursday.

4.      Deliver a courteous, considerate and tactful message to elicit a positive response（禮貎、體量、圓熟）

5.      Write in the active voice.  Address your potential customer directly. Use YOU and not just I and WE.（盡量用主動式，直接用You向客戶說話，不要老是「我們如何如何好，所以你要光顧」。） 

In short, “You-attitude” means good business. 

A model letter

Dear Student,/Dear Paul,

 
What would you say to a course that guarantees you a pass, and probably a credit or distinction, in every subject you take?[Interest]
Good grades in the CE/HKDSE examinations are a must for gaining entry to a university and building a successful career in life.[Desire]
You can enjoy these advantages, simply by attending our once- -a year education seminar to be held at _________ on ________.  It is 100% free of charge and, of course, without any commitment on your part.[What you offer][Is it safe?]
Seats are limited.  Make up your mind right now!  Just call 1234 5678 or complete and return the attached slip to reserve a seat for yourself and a friend.[Action]
Meet us to earn your high-flying exam results![Final push]
Yours sincerely 

如推銷產品／服務，可考慮這句：

Why not let us give you a free demonstration in your office without any obligation whatsoever? We would be more than happy to explore and discuss with you various ways of tailor-making our services/products for you.

 
 
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