2024商务英语中级BEC真题详解
商务英语中级BEC真题详解1
THEARTOFPERSUASION
Letmesendyouourbrochureisprobablythemostcommonlyusedphraseinbusiness.Butalltoooften,itcanspelltheendofacustomerenquirybecausemanybrochuresappeartobeproducednottoclarifyandtoexcitebuttoconfuse.Sowhatgoeswrongandhowcanitbeputright?Toooften,businessesfailtoaskthemselvescriticalquestionslike,Whowillthebrochurebesentto?Whatdowewanttoachievewithit?Thetruthisthatabrochurehasusuallybeenproducedfornootherreasonthanthatthecompetitionhasone.
However,withalittleresearch,itoftentranspiresthatwhattheclientwantsisamixture:partmailshot,partglossycorporatebrochureandpartproductcatalogue-acombinationrarelyfound.Havingsaidthat,thebudgetislikelytobefinite.Theremaynotbeenoughmoneytomeetallthreemarketingneeds,sothefirsttaskistoplanthebrochure,takingintoaccountthemostsignificantofthese.Theotherrequirementswillhavetobemetinadifferentway.Afterall,introducingthecompanysproductrangetonewcustomersbymailisadifferenttaskfromsellinganewseasonscollectiontoexistingcustomers.
Thesecondtaskistogetthecontentright.In95percentofcases,acompanywillhireadesignertooverseethelayout,sothefinalproductlooksstylish,interestingandprofessional;buttheydontgetacopywriterorsomeonewiththerightexpertisetoproducethetext,oratleasttidyitup-andthisshows.Abiggerfailingistoproduceabrochurethatisnotcustomerfocused.Yourbrochureshouldcoverareasofinteresttothecustomer,concentratingonthebenefitsofbuyingfromyou.
Instead,thousandsofbrochuresstartwithahistorylesson,Foundedin1987,wehavebeensellingourproducts..Icanassureyouthatcustomersarenevergoingtosaytothemselves,Theyvebeenaroundfor20years-Illbuyfromthem.Itsnothowlongyouvebeen