UnitOneBusinessLetter-writing

PartOne:TeachingAims&Requirements

1.Tolearnaboutthefunctionsofthebusinessletteranditsimportanceinbusinessactivities;2.Tolearnaboutthewritingprinciplesofbusinessletters;3.Tostudythelayoutofbusinessletters,includingtheletterstylesandthestructureofthebusinessletter,whichismostimportantinthisunit.

PartTwo:StudyofBusinessLetter-writing

I.Introduction1.Whyisletter-writingsoimportantnowadays?Becauseatpresentmanybusinessmessagesaresentbywayoffaxore-mailinsteadoftraditionalpost,andthelanguageandstyleusedinthefax/e-mailmessagearealmostthesameasthoseusedintheletterbypost,letter-writingisagainregardedasquiteimportantinourinternationaltradecommunicating.2.Thefunctionsofabusinessletter:1)Toaskforortoconveyinformation;2)Todealwithmattersconcerningnegotiationofbusiness;3)Toconfirmcables,telexes,telephonesorface-to-facetalks,especiallyimportantones.3.Whatshouldabusinessletterbelike?Itshouldbebusiness-like.1)Don’tusethelanguageinliterature;2)Don’tusethelanguageinprivateletters.Why?Thebusinessletterplaysaveryimportantroleinatransaction;itiswritteninordertoachieveaspecificpurposeandoftengivesrisetothelegalobligationsofthewriter.4.Whatdoesaneffectivebusinessletterrequire?1)GoodEnglish2)GoodknowledgeofinternationaltradebusinessII.ThePrinciplesofBusinessLetter-writingThesevenC’s:ConsiderationCourtesyClarityConcisenessConcretenessCorrectnessCompleteness1.Consideration體諒

Itmeans：Takethe“You-attitude”insteadof“I/We-attitude”;Emphasizethepositiveratherthanthenegativeapproach;Gettothepointimmediately.Lookatthefollowingsentencesandthinkaboutwhetherornottheyaregoodsentences:Itisregrettedthatthegoodscannotbesenttoday.Wearepleasedtoinformyouthatthegoodswillbesenttomorrow.Iwritetosendmycongratulations.Congratulationstoyouonyoursuccess!Wedonotpermitoutsidegroupstouseourequipmentexceptonacashrentalbasis.Youarewelcometorentourequipment.2.Courtesy客氣Thisprinciplemeans:Followtheguidelinestalkedunderconsideration.Besincere,tactful,thoughtfulandappreciative.Avoidirritating,offensiveorbelittlingexpressions.Ifanapologyisnecessary,makeitcourteouslyandsincerely.Bepromptinansweringletters.Lookatthefollowingsentencesandthinkaboutwhetherornottheyarewellwritten:Youarerequestedtoremittheamountby10August.PleaseremittheamountbyAugust10.Wemusttellyouthatwecan’tacceptyourprice.Unfortunately,wecannotacceptyourprice.Yourletterisnotclearatall.Ican’tunderstandit.IfIunderstandyourlettercorrectly…(tactful)3.Clarity清楚First,bequiteclearaboutwhatyouwanttosay;Thensayitinplain,simplelanguageappropriatetotheunderstandinglevelofyourreader.Good,straight-forward,simpleEnglishiswhatisneededforbusinessletters.Therearethreeguidelinesforobservingthiswritingprinciple:Chooseshort,familiarandconversationalinsteadoflong,complicatedandroundaboutwordsorphrases.Constructeffectivesentences.Organizeyourideasintoalogicalorder.Lookatthefollowingsentences.Aretheygoodsentences?Ihopeyouwillbeinapositiontomakeadecisionwithinashorttime.Ihopeyoucandecidesoon.Thecontractenclosedherewithrequiresyoursignaturebeforeitcanbeexecutedandshouldbedirectedtotheundersigned.Pleasesignthecontractenclosedandreturnittome.Thosewhoworkrapidlygetillintheseconditions.Thosewhoworkintheseconditionsrapidlygetill.4.Conciseness簡潔Concisenessmeanssayingwhatyouhavetosayinthefewestpossiblewordswithoutlosingclarity,courtesy,completenessandgoodEnglish.Toachieveconciseness,trytoobservethefollowingsuggestions:Omitstereotypedphrasesandcommercialese.Avoidunnecessaryrepetitionandwordystatements.Includeonlyrelevantfacts.Confineeachparagraphtooneidea.Let’scomparethefollowinggroupsofsentences:1)Wetakethelibertytoapproachyouwiththerequestthatyouwouldbekindenoughtointroducetoussomeimportersofstationeryinyourcountry.Please

introducetoussomeimportersofstationeryinyourcountry.2)Assuringyouofourfavorableconsideration,weremainWewillconsideryoursuggestionsfavorably.Thefollowingaretwoletterswiththesamecontent.Pleasereadthemandthinkaboutwhichoneisbetter.Givethereasonsforyourjudgment.【LetterOne】DearSirs，Willyoushipussometime,anytimeduringthemonthofNovember,orevenDecemberifyouarerushed,forDecemberwouldsuitusjustaswell,infactalittlebitbetter,30copiesof“Barron’sPracticeExercisesfortheTOFLE”.Thankingyoutosendthesealongtousbyparcelpost,andnotexpress,asexpressistoostiffinprice,whenparcelpostwillbemuchcheaper,weareYoursfaithfully,【LetterTwo】DearSirs，Pleaseshipbyparcelpost,bytheendofDecember,30copiesof“Barron’sPracticeExercisesfortheTOFLE”.Thankyouinadvanceforyourcooperation.Yoursfaithfully,5.Concreteness具體Writingconcretelymeansmakingyourmessagespecific,definiteandvividratherthanvague,generalandabstract.Abusinesslettershouldavoidemptinessincontentsandvaguenessinideas.Theguidelinesbelowmayhelpyouachieveconcreteness:Usespecificfactsandfigures.Putactioninyourverbs.(Preferactiveverbstopassiveverbsorwordsinwhichactionishidden.Choosevivid,concreteandimage-buildingwords.

Lookatthefollowingsentences:1)Thepreparationofnewsalaryscalesisinhand.2)Thesebrakesstopacarwithinashortdistance.3)Variousaspectsofthisequipmentmakeitagoodchoice.Thinkaboutthequestionsbelow:Canyouunderstandthefirstsentence?Aretheideasexpressedinthesentencesconcrete?Iftheyarenot,pleaseamendthemsothattheybecomespecific,definiteandvivid.Therevisedsentencesareasfollows:1)Newsalaryscalesarebeingprepared.2)TheseGoodsonPowerbrakescanstopa2-toncarwithin24feet.3)Thismachineisagoodchoicebecauseitismorecompactandlessexpensivethananyotheroneinthemarket.6.Correctness正確Abusinesslettershouldcontainaccurateinformationandthewritershouldfollowacceptedstandardsofgrammar,spelling,punctuationandsentenceconstruction,fortheletterconcernsgreatlytherights,obligationsandinterestsofboththebuyerandtheseller;moreover,itisthebasisofallcommercialdocuments(suchasthecontract,theletterofcredit,etc.).Thetermcorrectness,asappliedtobusinesscommunication,meansthewritershould:Usethecorrectleveloflanguage.Includeonlyaccuratefacts,terms,wordsandfigures.Maintainacceptablewritingmechanics.Applyallotherrelevant“C”principles.Lookatthesentencesbelowandthinkaboutwhetherornottheyincludeanygrammaticalerrorsorsomeotherkindofmistakes.1)WehopethatyouwillattendtothecomingGuangzhouFair.WehopethatyouwillattendthecomingGuangzhouFair.2)Nothingissoimportantthanqualityandpacking.Nothingissoimportantasqualityandpacking.3)Thetwofirstitemsarenotavailable.Thefirsttwoitemsarenotavailable.4)Neitheroftheoffersareacceptable.Neitheroftheoffersisacceptable.5)Wenotonlybuilthouses,butalsoflats.Webuiltnotonlyhouses,butalsoflats.6)Whilestudyingthereport,thetelephonerang.WhileIwasstudyingthereport,thetelephonerang.7)Toourmuchsurprise,theraincoatsarrivedwithnocaps.Muchtooursurprise,theraincoatsarrivedwithnocaps.Or:Toourgreatsurprise,theraincoatsarrivedwithnocaps.7.Completeness完整Yourbusinessmessageis“complete”whenitincludesalltheinformationyourreaderneedstoactupon.Incompleteinformationisannoyingandcostlybecauseitholdsupbusinesstransactionsandduplicateswork.Tostriveforcompleteness,keepthefollowingguidelinesinmind:Answerallquestionsasked.Givesomethingextra,whendesirable.CheckforthefiveW’sandanyotherwritingprinciples.Readthefollowingmessagecarefully:Wearemakingyou,subjecttoyourreplyreachingherebeforethe15ththismonth,anofferforour100setsSewingMachinesat￡65CFR,forshipmentduringNovember/December,andpaymentistobemadebyL/C.Now,thinkaboutthefollowingquestions:Whomaywritetheletter?Thebuyerortheseller?Inwhichbusinessstepmaythisletterappear?Arethereanyplaceswheretherearesomeproblemswiththewayofexpression?Doesthismessagecontaincompleteinformation?Theanswerislikethis:Thismessageisratheranincompleteonesinceitservesasafirmoffer.First,theproductsquoteddonotcoverbrandorspecifications;Second,thepricetermisnotcompletelywritten,itdoesnotmentiontheportofdestination;Third,thepaymenttermsarenotspecific.Hereistherevisedmessage:Wearemakingyou,subjecttoyourreplyreachinghereon/beforeAugust15,afirmofferforour100sets(of)SewingMachines,BeeBrand,at￡65persetCFRLondonforshipmentduringNovember/DecemberandpaymentistobemadebyaconfirmedandirrevocableL/Cat60d/s.III.TheLayoutofBusinessLetters

1.Thestylesofthebusinessletter1)TheIndentedStyletraditionalstyleIt’sFeatures:a)Eachparagraphisindentedfourspaces;b)“ClosedPunctuation”isused;c)Thecomplimentarycloseiscenteredandsoisthesignature.2)TheBlockStylemodernstyleIt’sFeatures:a)Alltypinglinesbeginattheleft-handmargin;b)“OpenPunctuation”ismoreoftenusedthan“ClosedPunctuation”;c)Sometimesthedateisplacedinitsusualpositionontheright.3)Thesimilaritiesbetweenthetwoletterstyles:a)Theinsidename&addressistypedinblockform;b)Left-handandright-handmarginsofoneandaquarterinchesareadopted;c)Theletteristypedinsingleline-spacingandtheparagraphsareseparatedbydoubleline-spacing.4)Summaryofthetwostyles:a)TheIndentedStyleiseasytoreadbutwastesthetypingtime.b)TheBlockStyleismorebusiness-likeandmoreeffective.5)Themodifiedblockstyle6)Thesimplifiedstyle2.TheStructureoftheBusinessLetterA.TheSevenPrincipleParts:(1)Letterhead(2)Date(3)InsideName&Address(4)Salutation(5)Body(6)ComplimentaryClose(7)Signature(1)TheLetterhead信頭a)Itsfunctions:expressesafirm’spersonalityandformsone’simpressionofthewriter’sfirm.b)Itsstyles:varygreatlybutallgivesimilarinformation.c)Itsplacement:traditionallycenteredatthetopofthepage,butnowadaysitisplacedattheleftorrightmarginorsomeotherplacesonthepage.d)Itsinclusion:companyname,address,postalcode,telephonenumbers,faxnumbers,e-mailaddress,web-siteandthekindofbusinessthefirmhandlese)Reminders:Ifletterheadstationeryisunavailable,typetheaddressofthewriterabovethedatetotherightforindentedstyleandtotheleftforblockstyle.(2)TheDate日期a)Itsfunction:Onlyadatedletterhaslegalforce.(or:Anundatedletterhasnolegalforce/authority.)b)Itsstyles:12thOctober,2008(somewhatold-fashioned)12October,2008(fashionable)March1st,2008(old-fashioned)March1,2008(mostfashionable)20080918(internationalstandard)c)Itsplacement:threetosixspacingsbelowtheletterheadoronthedateline,attherightmarginfortheindentedstyleortheleftmarginfortheblockstyled)Itsinclusion:day,month,yeare)Reminders:①Typethedateinfull,andneverwriteitsabbreviations.②Don’tgivethedayinfiguresbecauseitmayeasilycauseconfusion(TheBritishandtheAmericansdonotreadthedateandthemonthinthesameorder.).(3)TheInsideName&Address封內(nèi)名稱及地址a)Itsplacement:attheheadoftheletter(attheleftmarginfourtosixlinesbelowthedate,inblockformandsinglespacing)(Sometimesitisplacedatthefoot,inthebottomleft-handcorner,butthisisoftenfordiplomaticlettersasthisplaceissupposedtobemoreformal.)b)Itsfunctions:①Itsayswhomtheaddresseeis;②Ithelpsforthefilingpurposes.c)Itsinclusion:theperson’scourtesytitle,name,businessorexecutivetitles,hiscompanynameandthemailingaddressEnglishAddressesmayhavethefollowingparts:1)numberofhouse,nameofhouseandnameofstreet2)nameofcityortown3)countryorstateanditspost-code4)nameofcountryTheCourtesyTitlesusedincorrespondence:Mr.(orEsq.)Ms.usedforallwomen,marriedorunmarried,especiallyforcareerwomen.Mrs.Miss.Messrs.usedonlyforcompaniesorfirmswhosenamesincludeapersonalelement.Mmes.d)Reminders:①Theinsidenameandaddressmustbeinexactkeepingwiththeoutsidenameandaddressbothincontentsandstyle.②Typetheaddressexactlyasitisgiventoyou.(4)TheSalutation稱呼a)Itsfunction:Itisthepolitegreetingwithwhicheveryletterbegins.b)Itsplacement:Alwaystypeitflushwiththeleftmargintwolinesbelowtheinsidenameandaddress.(Whateverletterstyleyouuse)c)Itsstyles:(Br.E.)DearSir(Madam),(Br.E.)DearSirs,(Am.E.)Gentlemen:(Both)DearMr.XX(Both)DearMadamorSir.d)Reminders:①Don’tuseSirsaloneandGentlemencannotbeusedinthesingular.②Thecourtesytitleforthesalutationisthesameasfortheinsideaddress.③Whenwritingtoindividuals,alwaysusetheirnameifyouknowit.④UseMs.whenyouareaddressingaladywhosemaritalstatusisnotknownorwhenyouthinkthisisherpreference.⑤Ifyouareaddressinganindividualwhosenameyoudonotknowthepurchasingmanager,directorofpersonnel,president,andsoonusethefollowing:

ThePurchasingManager

LeverettProductsCorporation1112N.W.LovejoyPortland,Oregon97209DearSir(orDearMadam/DearMadamorSir)(Itshouldagreewiththeinsidename&address.)⑥Occasionally,forspecialpurposes(forsalesletters,circularsorsomeotherpurposes)thefollowingimpersonalsalutationsmightbeused:

DearCustomer:

DearFriend:DearAudio/VideoUser/Enthusiast:ToWhomIt/ThisMayConcern:(ofteninaletterofrecommendation)

LadiesandGentlemen:DearGarmentDepartment/Corporation:(modernandfashionableaddresstoreplacetheoldusage“DearSirs”)

(5)TheMessage/TheBody正文a)Itsfunction:Itisthemostimportantpartinaletterbecauseitcontainstheactualmessage.b)Itsplacement:twolinesbelowthesalutation.c)Itsinclusion:①Theopeningparagraphreferstopreviouscorrespondence.②Thefollowingparagraphscontainfurtherdetails.③Theclosingparagraphisastatementofyourintentions,hopesorexpectationsconcerningthenextstep.Considerthefollowingtwopointsbeforewriting:①Whatisyouraiminwritingthisletter?②Whatisthebestwaytogoaboutit?d)Reminders:①Writesimply,clearly,courteously,grammatically,andtothepoint.②Paragraphcorrectly,confiningeachparagraphtoonetopic.③Useashortopeningandashortclosing.④Avoidstereotypedphrasesandcommercialjargon.MarginsTheycreatetheeffectofawell-framedpicture.Bothleft-andright-handmarginsaregenerally30mm.TheSecondPageWhenyouhaveasecondpage,usethefollowingsecondheading:

p.2July5,2008TheAsianTradingCo.,Ltd.

Thesecondheadingshouldincludethefollowingpoints:a.thenumberofthepage;b.thenameofyourcorrespondent;c.thedateoftheletter(6)TheComplimentaryClose結(jié)尾敬語a)Itsfunction:Itispurelyamatterofcustomandapolitewayofbringingalettertoaclose.b)Itsplacement:Typeittwolinesbelowthebodyoftheletter.Itmaybeblocked,centeredorplacedtotheright.c)Reminders:①Theexpressionmustsuittheoccasion.②Itmustalsomatchthesalutation.d)Itsstyles:

SalutationCloseCommentDearSir(s)YoursfaithfullyFormal(Br.E.)DearMadamYoursfaithfullyFormal(Br.E.)GentlemenYourstrulyFormal(Am.E.)DearMr.HarrisYourssincerelyInformal(Both)“Rgds.”isquiteoftenusednowadaysinbusinessletters,formanypeoplethinkitisverysimpleandconvenienttobringalettertoaclose.(7)TheSignature簽署

a)Itsfunction:Onlyasignedletterhaslegalforce.(or:Anunsignedletterhasnolegalforce/authority.)b)Itsplacement:twolinesunderthecomplimentaryclose.c)Itsinclusion:①penwritten/handwrittensignature②typewrittensignature③companyname(notnecessary)d)Itsexample:Yoursfaithfully,HenryL.Benton

(handwritten)HenryL.Benton(typewritten)Managere)Reminders:①Abusinesslettershouldalwaysbesignedbyaperson,whetheritiswrittenbyanindividualorbysomeonerepresentingthefirm(Anorganizationcannotsignaletter).Arubberstampshouldneverreplaceapenwrittensignatureasitisnotacceptableinacourtoflaw.②Becauseasignatureisthedistinguishingmarkoftheonewhousesit,thesamestylemustalwaysbeadoptedinallhisbusinessletters.③Addnothingbeforeaman’sname,butputacourtesytitlebeforeawoman’s(beforehertypewrittensignature).“PerPro.”(By/Per/For)Signature:Itistheabbreviationofperprocurationem(meaning“onbehalfof”).Forinstance:

Yourssincerely,perpro.HOPKINS,WRIGHT&CO.

GeorgeDaly(sgd.)GeorgeDalyB.TheOptionalParts:1)ReferenceNumber2)AttentionLine3)Subject4)CarbonCopyNotation5)EnclosureNotation6)Postscript

(1)ReferenceNumber案號a)Itsfunction:Referencesareoftenmadetolinkreplieswithpreviouscorrespondenceandhelpsforfilingpurposes.b)Itsinclusion:Thereferenceusuallyincludesafilenumber(e.g.TTB/80)and/ortheinitialsofthesignerofthelettertobefollowedbythetypist’sinitials.(e.g.WA/gl)c)Itsplacement:①M(fèi)anyletterheadsprovidespacesforreferences.②Iftheletterheaddoesnotprovidethespace,theyshouldbepositionedimmediatelybelowtheletterheadstartingwiththewords“OurRef:”and“YourRef:”③Theinitialsofthesigneroftheletterandthetypist(called“ReferenceInitials”or“IdentificationMarks”)aresometimestypedtwospacesbelowthesignatureagainsttheleftmargin.d)Reminders:①Wheretheletterheaddoesnotprovideforit,thereferencemayformpartofthefirstparagraphofthereplyletter:e.g.DearSir,Thankyouforyourletter,referenceALM/PS,ofSeptember15.②Orthereferencemaybetypedasaheading:e.g.DearSir,

YourRef:ALM/PS

ThankyouforyourletterofSeptember15.

(2)AttentionLine請某人注意行a)Itsfunction:Itisusedwhenthewriterofaletteraddressedtoanorganizationwishestodirectittoaparticularmember.b)Itsplacement:twolinesabovethesalutationandtwolinesundertheinsidenameandaddress,centeredorflushwithleftmarginc)Itsforms:①Attention:Mr.XXX

②ATTENTIONOFMR.XXX

③FortheattentionofMr.XXX

④AttentionMarketingDirector

⑤ATTN:Mr.XXX(mostoftenusedatpresent)d)Reminders:①Whenyouuseanattentionline,besurethatthesalutationagreeswiththeinsidenameandaddress,nottheattentionline.②Ifthereisanattentionlineonthestationery,thenthereshouldalsobeoneontheenvelope.

(3)Subject(oftenused)標(biāo)題a)Itsfunction:Ithelpstoensurethattheletterispassedtotherightpersonordepartmentwithoutdelay.(Ittellswhattheletterisaboutandhelpsforthefilingpurposes.)b)Itsplacement:typedtwolinesbelowthesalutation,underlined,centredoverthebodyoftheletter(forindentedstyle)orflushwiththeleftmargin(forblockstyle)c)Itsforms:①Re:RareEarth②Subject:ContractNo.123③Bicyclesd)Reminders:①Ifasubject/headinghasalreadybeenusedbyyourcorrespondent,yourreplyshouldcarrythesamesubject/heading.②Asubjectwillbeappropriateifyouarebeginningacorrespondencelikelytoleadtoanumberoflettersonthesamesubject.

(4)CarbonCopyNotation抄送標(biāo)志a)Itsfunction:Whentheinformationcontainedintheletterneedstobeconveyedtorelevantpeople,acarboncopynotation(cc)maybeusedintheletter.b)Itsplacement:belowthesignatureorenclosurenotationattheleftmargin,followedbythenamesofthepersonswhowillreceivecopiesofthelettersc)Itsstyles:①c.c.(carboncapy)(Itistypedbothontheoriginalandcopiesoftheletter.)②b.c.c.(blindcarboncopy：秘密抄送的副本)(Itistypedonlyonthecopy/copiesoftheletter.)d)Reminder:Thisisseldomusedrecently.Manyfirmssimplyphotocopytheirletters,fortheythinkittime-wastingandtroublesometoduplicateletters.(5)EnclosureNotation(oftenused)附件標(biāo)志a)Whentouseit:Whenthereissomethingenclosedwiththeletter,typetheenclosurenotationonthepaper.b)Itsplacement:attheleftmarginbelowtheidentificationmarksorsignatureorcarboncopynotationc)Itsfunctions:①Itisusefultothesender,becauseitremindshimtoincludeitwhenfoldingtheletter.②Itisusefultothereceiver,becauseithelpshimtocheckwhetherthereisanenclosureintheletter.③Itishelpfulforfilingpurposes.d)Itsstyles:①Encls:3catalogues

②Enclosures(2)

③Encl.1PriceList

④

Attachment:a/s(asstated)

⑤

Encs.(3)2Blankorderforms1Productcataloge)Reminder:Iftheenclosuresareimportantonesorhavenotbeenmentionedintheletter,itisnecessarytostatespecificallywhattheyare.

(6)Postscript(P.S.)附言

a)Itsplacement:Typeitbelowthelastitemoftheletter.b)Itsfunctions: