What we can learn from the letter from Founder & CEO of Amazon

salesman

下面短短一篇最新的Amazon CEO Bezos的给用户的一份信，推出了新的kindle产品。 信很短，确是做销售，市场类同学足够好的学习模板，共享之，蓝色是我自己的标记。

Dear Customer,

There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp.(Identify who you are. why you are different and what's your vision in the first place)

We are excited to announce four new products: the all-new Kindle for only $79, two new touch Kindles – Kindle Touch and Kindle Touch 3G – for $99 and $149, and a new class of Kindle – Kindle Fire – a beautiful full color Kindle for movies, TV shows, music, books, magazines, apps, games, web browsing and more, for only $199.(get straight to the point of product lineup and positioning)

These are high-end products – the best Kindles we’ve ever made(give the first impression). Kindle and Kindle Touch have the most-advanced E Ink display technology available, and the 3G Kindle Touch adds free 3G wireless – no monthly fees and no annual contracts. Kindle Fire brings everything we’ve been working on at Amazon for 15 years together into a single, fully-integrated experience(customers only care the experience not the hardware or even software unless they all come down being easy to use and beautifully simple) for customers – instant access to Amazon’s massive selection of digital content, a vibrant color IPS touchscreen with extra-wide viewing angle, a 14.6 ounce design that’s easy to hold with one hand, a state-of-the-art dual core processor, free storage in the Amazon Cloud, and an ultra-fast mobile browser – Amazon Silk – available exclusively(exclusivity is one of the most powerful statements in any product introduction) on Kindle Fire.

We are building premium products and offering them at non-premium prices.(repeat your position and nail it as a conclusion)

Thank you for being a customer,(final call - buy it and being a customer)

Jeff Bezos
Founder & CEO

[ 本帖最后由 salesman 于 2011-9-30 17:30 编辑 ]