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In foreign trade communication，besides business letters concerning establishment 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．

A close relative of the sales letter is the reviver，the purpose of which is not to acquire new customers but to retain or regain old ones．They are the backbones of sales potential．

Besides sales letters and revivers，“follow-up”letters are often used in sales promotion．A follow-up letter will refer to the customer's inquiry and to the offer the firm has previously made;it will express regret or surprise that no order has been received and discreetly inquire into the reason．It is useful，wherever possible，to put forward in the follow-up letter new points and arguments favorable to the promotion of sales，and the letter will end with the repeated hope that the customer will take advantage of the offer．Some follow-up letters are quite short;some firms use printed forms in which the details are filled in．But it is obvious that a personal letter，as always，will be more effective and well worth the trouble．

Opening:Attracting attention．The opening paragraph of the letter—in fact the very first sentence—should excite curiosity or start a train of thoughts or attract attention in some way that will make the reader continue reading the letter．These opening sentences may be either questions or statements，and they should be original and concise．

Body:　Building interest and desire．When you have succeeded in getting the reader's at-tention，you must hold that attention．The best way to hold it is to build interest—by vividly describing your product so that your readers can virtually experience it．Convincing the reader．If you have done your work well to this point，the reader is already strongly interested and partially convinced．You are ready now to bring out other features of the product that will convince them that it will be to their advantage to own the product．

Closing:　Directing favorable action．You have now reached the point where if each of the preceding steps has accomplished its purpose，you must move the reader to act．Some action-getting suggestions that you might use are:(1)Enclose a return envelope or postal card;(2)Imply that the reader“act now before it is too late”;(3)Offer special inducements for action．

a．A Direct Mail Sales Letter

Have you ever thought how much time your typist wastes in taking down your letter?Why not record your dictation—on our Stenogram?

The Stenogram is efficient，dependable，timesaving and economical and，backed as it is by our international reputation for reliability，is in regular use in thousands of offices all over the country．Our unique after-sale service1 contract ensures lasting operation at the peak of efficiency．

Some of your business friends are sure to be using the Stenogram．Ask them about it before you place an order;or，if you prefer，fill in the enclosed prepaid card and we will arrange for Mr．James Baron，our representative for your area，to call and give you a demonstration2．Just state a day and time．

b．A Letter of Reviver

Looking through our record we note with regret that from 2010 to 2013 you bought from us a large quantity of lab computers in Models OF－101 to 105，ST－201 and 202，but during the year 2014 we did not have the pleasure of an order from you．

We think you may be interested to know that we have a residue stock of 307 sets Model ST－202，which，you bought from us in substantial quantity previously．It is just the next newest to the latest Model ST－203．You are well aware that it is efficient and durable，economical and practical in use for middle school and college students．We are prepared to clear the stock by allowing you a generous discount．Say 9% for an order for 100 sets to 199 sets;12% for an order for 200 sets to 299 sets;15% for an order for 300 and above on the current price of HK $ 98，000 per set ex ship3 Hong Kong．This offer is subject to your reply reaching here on or before 20th June．

We give you the first chance and hope you will take advantage of these exceptional offers．

Your favorable response is awaited．

c．A Follow-up Letter

With reference to our offer of 22nd May，we regret that we have not had an order from you．Naturally our catalogue could only show the standard types of our wide range of aircondition machines and it is quite probable that you could not find the model for which you were looking．

If you will let us know the exact details of your requirements，we will supplement our offers accordingly and will do our utmost to meet your needs．

We are most anxious to serve you and hope to hear from you．

d．Selling New Products

We are convinced that there is a great opportunity to work up a good trade in our new Bamboo Products．They are skillfully braided in bright colours and in attractive styles．They are not only useful but also economical．By virtue of4 the mass movement for technical innovation，the artists and craftsmen are pushing forward to a new stage of technical innovation and new product creation．

It offers a great variety of attractions，namely，Bread Plate，Fruit Box，Flower Basket，Bed，Table，Chair，Book Stand，Pencil Holder，Vase，Lamp Shade，Bird Cage，etc．

By the way，we would point out that，although our prices are generally lower，our quality is not inferior to any in the market．

Our best attention will be given to any orders you may be pleased to pass our way．

e．Trying to Sell Software

Are you experiencing problems with calculating tax returns5 for your clients?Does your company sometimes find that the work is overwhelming?Avenue Software has the solution for you．

Our team of software programmers and tax specialists has designed a new program that will help ease the workload you are experiencing．Our software will help you keep records and update6 them online while allowing your clients to view and make appropriate changes．Calculations can be done in a matter of minutes using this novel software．

If you want to reduce your current workload，visit us at our website for a free demonstration at www．avenuesoftware．com．

f．A Letter of Consignment 7

The Dombay＆Co．has suggested your name to us as being in a position to handle our consignments to advantage．Accordingly we propose to forward you a consignment of 30 cases Cotton Towels as under，which please dispose of8 as advantageously as possible．

No 1－5，1，000 Doz．Cotton Towels，Yellow

No 6－10，2，000 Doz．Cotton Towels，Cream

No 11－12，4，000 Doz．Cotton Towels，Yellow＆Cream

These goods have been shipped to you by MS9．Victoria，sailing from here today directly to your port．Enclosed we hand you copies of consignment invoice10 and ocean B/L11，please cover these goods by insurance till sold，as we do not wish to run any risk．

We should like to learn something of the conditions concerning the sale of the above goods in your market，so please kindly give us all information you can，when the goods reach you．

g．A Letter after a Demonstration or an InterviewDear Sir，

Many thanks for giving us a chance to demonstrate our new laser printer for you last week．

I was pleased that you saw quickly how to operate this laser printer to meet your own requirement．I have taken the liberty of12 preparing a printing format13 based on the copy you gave me and I would like to reemphasize that part of our support service includes assisting your people to develop your own printing formats for your major repetitive needs．Please let me know if there is any more information you need to come to a decision．Looking forward to being of service to you．