上外外贸函电02BusinessLetters.ppt
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1、Trade Related Business Communication,Lesson 2 Business Letters,Classification of Business Letters,General Communication: “Let it be!” attitude Sending News: the POSITIVE & negative side Complaining: Never write in anger B2B V.S. B2C,Modern business English is.,“The writing of information in a way th
2、at gives a reader a good chance of understanding the document at the first reading.“ Martin Cutts, The Plain English Guide, Oxford ,1995,The Readers Expectations,clear and easy to read short and “to the point“ polite and respectful action-oriented In summary, they want to receive documents that are
3、“reader-friendly“.,How?,State why he (or she) is writing and what he (or she) wants the reader to do. Separate the information into short paragraphs. Use short sentences. Use simple and clear words. Use polite expressions.,Busy Business,Remember, most readers are busy people. They want to know the m
4、ain points of your message quickly.,Your readers expect to find:,a clear statement of your purpose for writing all necessary information (maybe more than that) for them to take action the specific action to take,To meet your readers expectations and get results, your reader needs to:,Understand your
5、 document easily and correctly. Respond to your document appropriately.,The 5Cs Principle,Complete Cohesive Clear Concise Courteous,Grammar Guide,Active voice Modern words Fewer (noun) Phrases Brief Sentences,Language Style,You-attitude Positive Emphasis Readers Benefit Tone, Power and Politeness,Ho
6、w to Create You-attitude,Talk about the reader, not about yourself. Refer to the readers request or order specifically. Dont talk about feelings, except to congratulate or offer sympathy. In positive situations, use you more often than I. Use we only when it includes the reader. In negative situatio
7、ns, avoid the word you.,Reader Focus,I have negotiated an agreement with Apex Rent-a-Car that gives you a discount on rental cars. As our VIP customer, you can now get a 20% discount when you rent a car from Apex. We are shipping your order of September 21 this afternoon. The two dozen Corning Ware
8、starter sets you ordered will be shipped this afternoon (and should reach you by September 28).,Readers Concern,Your order To individual: The desk chair you ordered To a Company: Your invoice #783329,Your Feelings,We are happy to extend you a credit line of 500. You can now charge up to 500 on your
9、ICBC student credit card. Congratulations! Your application for ICBC student credit card is approved.,The Readers Feeling,Youll be happy to hear that our products meet OSHA requirements. Our products meet OSHA requirements. OSHAthe Occupational Safety and Health Administration, a U.S. federal agency
10、 Youll be happy to hear that your scholarship has been renewed. Good news! Your scholarship has been renewed.,You, I and We,We provide insurance to all students. You receive health insurance as a full-time SISU student. Avoid “We” when it excludes the reader.,Negative Situations,You must get approva
11、l from the adviser for your private affair leave. Students must get approval from the adviser for their private affair leave. You made no allowance for inflation in your estimate. No allowance for inflation has been made in this estimate. This estimate makes no allowance for inflation.,Beyond Senten
12、ce Level,Be complete, prepare an appendix for details the reader may need. Anticipate and answer questions the reader is likely to have. If you include information the reader didnt ask for, show why it is necessary. Show readers how this subject affects them.,You-attitude in Structural Organization,
13、Put information readers are most interested in first. Arrange information to meet your readers needs, not yours. Use headings and lists to help the reader find key points quickly.,Positive Emphasis,Avoid negative words and words with negative connotations. Focus what the reader can do. Justify negat
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