In foreign trade communication, besides business letters concerning esta blishment of business relations and negotiations etc. there is, however another type of letter, which is known as a "Sales Letter". Its purpose is to expand business, to persuade the reader to buy what the sellers are able to supply.
The modern trend in sales letter writing is towards making the letters more personal. A good sales letter writer tries to represent the offer from the point of view of the buyer, not the seller. A good sales letter consists of four essential elements; it must (1) arouse interest, (2) create desire, (3)carry conviction, and (4) induce action.
在对外贸易交往中，除了有关商务关系和谈判的商务信函外，还有一种信函，称为“推销信函”。它的目的是扩大业务，说服读者购买卖方能够提供的东西。销售信函写作的现代趋势是使信函更加个性化。一个好的推销信的作者试图从买方而不是卖方的角度来代表报盘。一封好的推销信由四个要素组成; 它必须(1)引起兴趣，(2)产生欲望，(3)具有信念，(4)诱导行动。
