第一步：To arouse attention
营销信都是不请自来，所以开头必须要有吸引力和魅惑力。It must make an appeal to some particular buying motive1 and may begin with a question, and instruction, a quotation2 or an attention-grabing short story. Sometimes if required, it may even begin by suggesting the very opposite to what you want. 看看下面这类开头是如何写的：
1) Would you like to reduce your rising domestic fuel cosplayts?
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
一旦抓住了读者的注意力，就该趁热打铁劝服他们买我们的商品。介绍商品需要要紧紧围绕你在信的开头所提出的引人之处。光说最好、最新是没什么实质意义的。应该强调特质、水平、原材料，与和相同种类商品相比最出彩的地方。大家且看下面这个商品介绍是怎么样写的：
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
通过商品介绍引起读者的购买欲望后，就该进一步加大读者购买的决心。你可以详细说明并保证商品会给读者带来许诺有哪些好处。且看下面这段内容是怎么样吸引顾客的：
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 refund3 you.
第四步：To motivate actions
到了这一步，所有些努力都指向一个目的：促进顾客采取行动、购买商品。这个时候语气要礼貌坚决，并提供给顾客怎么样购买商品的指示，以便捷顾客购买。下面是一些常见的方案：
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.
