Open for business

How to write letters that get results

Courtney Ferguson

190 pages, parution le 01/03/2001

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Résumé

Effective letter writing is a skill that- many professionals, even highly successful salespeople, have never mastered. Yet it is easier than you think. Whether you want to boost your sales or your company's credibility, whether you want to complain or respond to a complaint, whether you are writing for a job or writing to say 'you didn't get the job', Open for Business! How to Write Letters that Get Results will provide you with effective solutions. You'll learn:

How to match benefits to customers' needs
How to build rapport with people and develop their confidence in you
When to stop setting and when to start helping people to buy wisely
How to give your Letters strong visual appeal
How to make the most of your reply devices
When and how to use e-mail

With over forty examples of real-life business Letters, you'll see what works, what doesn't, and why. Most important, you'll learn how to get the results you want!

Contents

Introduction
Information and preparation before inspiration
The five-minute outline that works wonders
Get to the point, develop it - then move on
Respect
Be yourself on paper!
The three keys
Sense appeal
Brain appeal
Make your headlines shine!
Five safety checks
Say goodbye on a high!
Your writer's toolbag
Be a ruthless editor!
Presentation skills
What about your envelope?
What about your reply device?
E-mail opportunities
Double check!
The BIG creative picture
Tricky bits!
Question time
Conclusion - What happens next?

L'auteur - Courtney Ferguson

Courtney Ferguson has over 20 years' experience as a top advertising agency copywriter and creative director. She has won numerous UK and US creative awards and is a former BDMA Awards judge. She now runs her own successful direct marketing consultancy. Her clients include Alliance & Leicester, Procter & Gamble, Consumer Surveys, and MyOffers.co.uk as well as charities like Contact the Elderly and the Starlight Foundation. Over the Last five years, she has presented courses in effective letter writing and copy writing for the Institute of Direct Marketing and Women in Direct Marketing.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Courtney Ferguson
Parution	01/03/2001
Nb. de pages	190
Format	19 x 24,5
Couverture	Broché
Poids	413g
Intérieur	Noir et Blanc
EAN13	9780077097691

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Open for business

Résumé

L'auteur - Courtney Ferguson

Caractéristiques techniques

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