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外贸开发信以什么样的标题最能吸引人?

楼主#
更多 发布于:2015-02-14 20:11
不少新手问开发信的标题如何写。特写如下的贴子。
这个要具体真的很难。要吸引人,先要考虑给谁看的?吸引谁?不是每个客户感兴趣的话题都一样的。
第一步,做好客户调研。找准客户关注点。认真看客户的网站。客户跟客户差别很大,有的做批发,有的零售,有的连锁。有的定位高端,愿意花大价钱买高品质,有的摆地摊式的,就要最便宜。有的做网店,需要最快速的交货以及良好的包装。每个客户在市场上的竞争战略也是不一样的,有的突出产品质量,有的靠便宜取胜,有的以服务取胜,有的靠产品独特取胜。你只有对客户的生意有个深入的了解,才能知道客户会对哪类供应商感兴趣,或者突出你哪个方面的优势才能打动他。比如,知道在客户网站上看到"low price guarantee" 之类的词,你就知道客户是靠便宜取胜的,他必然对供应商也要最低价格。如果你不是市场上最低价格提供者,可以提供1-2款超低价格的款式,或者把库存退给他。如果知道客户是以品质取胜的,网站上出现"prestigious", ”high-end", "luxury", "premium quality", "guaranteed quality" 等类似字样时,说明客户对于品质要求不是一般的高。你可以告诉客户你们通过了哪些产品认证,质量体系认证,以及给哪些高端客户服务过,以及这些客户对你们产品的评价等等。
第二步,如何表述?”you attitude"非常重要,从客户的角度出发来表述,让客户建立联系感。我们习惯说我们产品的优点是什么,我们是最大的,我们是最好的。可是,客户觉得“what is in it for me?"这个跟我有何干系?举个例子来说明优点和利益之间的区别。
The Digi Entertainment Center allows you to record up to three television shows at the same time.这句话说得是产品的优点。但是没有让客户建立同自己的联系。
而这句“ The Digi Entertainment Center effectively replaces up to three VCRs saving you space, eliminating converter boxes, and simplifying setup for multiple recordings." 说的是能给你带来什么好处,就让客户觉得同他有什么直接的关系了。
开发信的标题,要让客户觉得同他有什么关系。比如我们是做LED的,我们推出了一个最省电的LED。我们可以这么写标题: Sell more, with ABC LED, help your customer save 40% energy"
建立联系还有一个最直接的方法,就是,加上客户的名字。这么写呢?”Hi Tom, ABC energy-saving LED can help you increase sales volume by 20%."
Hi Tom, we are a capable supplier for energy-saving LED, may you please give me a chance to introduce our products briefly?
Hi Tom, ABC LED can save 40% energy, thus differentiate you from your current competitor by more green & cost-saving LED
Hi Tom, you can occupy more market share by selling the most energy-saving LED
Hi Tom, are you customers looking for energy-saving LED?
Hi Tom, help your customers saving energy means more sales for you, ABC LED can save 40% energy.
RE: Energy-saving LED/ with CE certificate / Supplier for XXXX
Hi Tom, 60% of customers cares the energy-saving feature for LED
Hi Tom, our LED can save 40% energy, how can we become your supplier?
Hi Tom, how to be your supplier for LED?
Hi Tom, in what case will you evaluate a new supplier of LED? Suppose they can cut down the energy cost by 40%.
Hi Tom, may you please evaluate our new LED, which can cut down the energy cost by 40%?
Hi Tom, we are a capable supplier for energy-saving LED, may you please give us a chance to present our product to you?
Hi Tom, we are a capable supplier for energy-saving LED, our customer include XXXX. Can you please give us a chance to be evaluated?
Hi Tom, we are a capable supplier for energy-saving LED, may I take you 5 minutes to give you a brief introduction?


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