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Write to Sell
Andy Maslen presents this concise and practical guide to creating words and copy that will help you to sell. Aimed at anyone from small and large companies who needs to write sales copy, this title is packed with simple techniques that will yield instant improvements for the reader.
eBook
Effective Persuasion of International Business Sales Letters: An Emic-etic Perspective
Language usage has attracted increasing research attention in international business studies. Yet scarce research has been done on the use of language in sales letters across cultures. Our paper, using a combined etic-emic approach aims to compare Chinese and New Zealand managers' reflective accounts of persuasive strategies and the function of sales letters used in these two countries. In particular, we seek to contribute to an improved in-depth cross-cultural understanding through an investigation using emic sources of language and persuasion. Our findings indicate that language and persuasion play a significant role in sales letters, the Chinese managers focusing more on building qing (positive affect) with the reader whereas the NZ managers sought a more immediate reaction to their sales pitch and informal engagement with the reader. Furthermore, also based on the insights gained reflectively and reflexively from our discussion, these differences were closely related to persuasion strategies which are also important parameters influencing cross-cultural adaptations.
Journal Article
Write to Sell
New edition of a bestselling guide to writing effective sales and marketing copy.
eBook
Teaching Written Communication Skills in Professional Selling: The Cover Letter
The selling process steps have been an integral part of professional selling courses and textbooks for years. Although slight changes have been made in their wording and format, most textbooks are consistent in the recommended process for an effective sales interaction. In an effort to combine teaching the selling process with the increased demand from employers and accrediting institutions to improve written communication skills, this article introduces the cover (sales) letter as an assignment for marketing instructors. This cover letter assignment has been very well received by students and employers, highlighting how universities can engage students in an active learning environment, teaching both theory and specific skills.
Journal Article
