unit1 layout of business____ letters

外贸函电

曹霞

Unit OneBusiness Letter-Writing

Introduction(概述)

principles of Business Letter-writing(原则)Layout of Business Letters(布局) Format(格式) Addressing Envelopes(信封的写法)

Functions of Business Writing

Every business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader. Thus, business writing has three functions: (1) to inform Messages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business— acknowledge orders, or accept contracts for services, etc.

(2) to influence In addition to providing information, a business message must also influence the reader s attitudes and actions. These messages might include letters promoting a product or service and seeking support for ideas presented to customers/clients.

(3) to entertain To secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of human nature. The writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader. It seems easy enough, for example, to ask payment of a bill, but it is quite difficult to secure payment without offending the reader and losing his or her future patronage. No communication is wholly successful unless it retains the reader s goodwill.

Seven C writing principles:There are certain essential qualities of business letters, which can be summed up in the seven C s: (1) Consideration

In our letter we should always keep in mind the person we are writing to, see things from his point of view, visulize him in his surroundings, see his problems and difficulties and express our ideas in terms of his experience.(我们在写 信时应该经常把我们写信的对方放在心上，以他的观点来看 问题，看到他的处境，了解他的问题和困难，并根据他的经 历来表达我们的意见。) There is one general principle, on which the American writers lay great emphasis, that is, the “you” attitude.(美国 人在撰写信函时所强调的一项原则，那就是站在“对方”的 立场。)

Adopt “you attitude” when you convey a good news.

We shall be able to offer you free customer service for your newly purchased refrigerator for 3 years. (×)You will be pleased to hear that you will soon be able to have a free customer service for your newly purchased refrigerator for 3 years. (√)

Avoid using “you attitude” when conveying bad news. In this situation, you have to handle it tactfully. Your letter is not clear at all. I cannot understand it. (×) If I understand your letter correctly…. (√)

(2) CorrectnessCorrect grammar, punctuation and spelling are basic requirements for business writing, In addition, co

rrectness means choosing the correct level of language, and using accurate information and data. Enclosed is the copy of receipt. (×) Enclosed is a copy of the receipt. (√) I am looking for another sales channels. (×) I am looking for other sales channels. (√)

Our shop, in Canada, was destroyed by fire. 在加拿大我们的商店被烧毁了。 From this sentence, we know that the writer has only one shop. Our shop in Canada was destroyed by fire. 我们在加拿大的商店被烧毁了。 Here we know that the writer has more than one shop. You should also make sure that there are no typing mistakes. Pay special attention to numbers, such as quantity, price and so on.

(3) Completeness

Include all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives. An incomplete message may result in increased communication costs, loss of goodwill, sales, and valued customers, cost of returning goods, and wasted time trying to make sense out of the incomplete message. Suppose you are writing a letter to your supplier telling him that his goods were not delivered on time, your letter should include the following:

Reminding him of his promise of timely delivery. He broke his promise. What losses has this caused you? Asking for compensation if there is any agreement on that. Expecting no such thing will happen again.

(4) Concreteness

Your writing should be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptance, etc. Our apples are excellent. Our apples are juicy, crispy, and tender. (Concrete) Smithton Company is our big buyer. Smithton Company did more than 0ne million USD worth of business with us in 2004. (Concrete)

(5)

Conciseness (简要)

Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Because a wordy message requires more time to write and read, business people put a high premium on conciseness in business messages. Conciseness will give emphasis to your message. Clearness and conciseness often go hand-in-hand and the elimination of wordy business jargon can help to make a letter clearer and at the same time more concise.(清楚和简要往往是相辅相成的。摒弃信 中的陈词滥调可使信更清楚、更简要。) A letter can be made clearer, easier to read and more attractive to look at by careful paragraphing. A paragraph for each point is a good rule. (仔细分段可以使信更清楚、易读和更有吸引力。一事一段是个 好章法。)

We do not anticipate any increase in prices in the near future. (Poor) We do not expect prices to rise soon. (Better) Owing to the fact that your competitor s price is much lower than yours, we can

not accept your offer. (Poor) Because your competitor s price is much lower than yours, we cannot accept your offer. (Better)

We should be obliged if you could c …… 此处隐藏：4183字，全部文档内容请下载后查看。喜欢就下载吧 ……