1、Business Writing,Week 1,About the course,Key Features of Business Writing (BW) Universality Diversity Practicability Feasibility,About the course,Key Functions of Business Writing Businesses need it ! Sales/Promotion; Inquiry/Specification; Reply/Quotation; Offer/Counter-offer; Follow up;,About the
2、course,Businesses need it ! Sampling; Order; L/C or Other Payment Terms; L/C Amendment; Production; Packing,About the course,Businesses need it ! Shipment; Insurance; Negotiation with the Bank; Complaint/Claim; Agency Agreement.,About the course,Three functions of BW 1) To influence readers attitude
3、s and actionsE.g. Sales letters:Dear Sir or Madam,All men are created equal, but all radios are not ! 2) To inform readersE.g. Request letters/Complaints:I am glad to inform (tell) that Haier TV-22 is ,Fundamentals of BW (C.1),3) To establish relationship To entertain readers; To retain goodwill;E.g
4、. Thank-you letterswe are very grateful that your order had Major differences between SW and BW Aim To get higher scores (SW) To communicate information (BW),Fundamentals of BW (C.1),Major differences between SW and BW(Contd) Relationship Examiners vs examinees (SW) Demand vs supply (BW) Criteria Th
5、e level of knowledge and language (SW) The degree of information value (BW),The Process of Writing,Clarifying aim Identifying readers Making a general plan Sketching a synopsis Drafting text Putting the draft aside Revising and editing,Principles of Business Writing,The six “Cs” principles 1. Clarit
6、y Use simple, short words and simple sentence structure:after/subsequent; large/substantialuse/utilize; during/in the course of; 2) Avoid using words with different meanings:,Principles of Business Writing,We shall take a firm line with the firm. We shall take a strong line with the firm. 3) Put tog
7、ether words with close relation: The L/C must reach us not later than 8 October for arranging shipment. The L/C must reach us for arranging shipment not later than 8 October.,Put together words with close relation: They bought a bicycle in Beijing in a small shop which costs $25.00. They bought a bi
8、cycle for $25.00 in a small shop in Beijing. He was warned not to drink water even in a restaurant which had not been boiled. He was warned not to drink water which had not been boiled even in a restaurant.,Principles of Business Writing,Use active voice: A telex was sent by us yesterday. We sent yo
9、u a telex yesterday. The application was completed by the student. The student completed the application. The salary increase was received by all employees. All employees received the salary increase.,Principles of Business Writing,Use of facts, examples, and visual aids: These breaks stop a car wit
10、hin a short distance. These breaks stop a 2-ton car, traveling 60 miles an hour, within 240 feet. This computer reproduces campaign letters fast. This computer types 1,000 personalized 150-word campaign letters in one hour.,Principles of Business Writing,2. Consideration Establish good interpersonal
11、 relations Put yourself in the readers position Place the reader in the center of things Use You-attitude NOT We-attitude I want to send my congratulations Congratulations to you on your ,Principles of Business Writing,2. Consideration (Contd) Establish good interpersonal relations We must receive y
12、our receipt with the merchandise before we can process your refund. Please enclose the sales receipt with the merchandise, so that we can process your refund promptly.,Principles of Business Writing,2. Consideration (Contd) Declining or complaining in tactful way: Apparently you have forgotten what
13、I wrote you two weeks ago. As mentioned in my May 8 letter to you Your letter is not clear at all. I cant understand it. If I understand your letter correctly ,Review Lecture 1,1.A. We will forward our sample products as soon as possible. 1.B. You will receive our sample products in 2 weeks. 2.A. If
14、 you fail to pass the examination, you will not qualify for admission. 2.B. You need to pass the examination to qualify for admission.,Review Lecture 1,3.A. Subsequent to the passage of the subject legislation, it is incumbent upon you to advise your organization to comply with it. 3.B. After the la
15、w passes, you must tell your people to comply with it. 4.A. A decision was reached to postpone the meeting. 4.B. The management decided to postpone the meeting.,Review Lecture 1,5.A. Your problem with the washing machine will be handled very soon. 5.B. We will handle your washing machine within 12 h
16、ours. 6.A. You will receive reactivation and assistance consistent with your requirements. 6.B. You will get the amount of help you need.,Business Writing,Week 2,Principles of Business Writing,3. Conciseness Shorten wordy expressions We have begun to export our machines to countries abroad. We have
17、begun to export our machines. For the amount of $320 you can buy the motor. For $320 you can buy the motor.,Principles of Business Writing,Shorten wordy expressions (Contd) You have won due to the fact that you arrived early. You have won because you arrived early. Use words to replace phrases or cl
18、auses We require furniture which is of the new type. We require new-type furniture.,Principles of Business Writing,For your information we enclose a catalogue. We enclose a catalogue. In the event that you speak to Mr. Mood in regard to production, ask him to give consideration to the delivery order
19、. If you speak to Mr. Mood about production, ask him to consider the delivery order.,Principles of Business Writing,4. Correctness (See P2) Verifying spelling Select correct words or phrases: Anyone can learn to type. Any one of us can learn to type. Everyone is practicing shopping. Every one of us
20、is practicing shopping.,Principles of Business Writing,4. Correctness (Contd) Insert appropriate punctuation. “The director,” says the boss, “will have the session records.” The director says the boss will have the session records.,4) The formality of language: (in)formal,Formal: Informal: Anticipat
21、e Expect Ascertain Find out Conflagration Fire Endeavor Try Interrogate Ask Procure Get,4. Correctness (Contd),Principles of Business Writing,Direct approach: (The main ideas) - - positive messageIndirect approach:(The main ideas)negative message,5) Right approaches: (in)direct,Good-news and Routine
22、 message,Bad-news message,Principles of Business Writing,5. Completeness (P2) Use complete modifier The auditorium will seat approximately 1,000 people. The auditorium will seat 986 people. I need the printout as soon as possible. I need the printout by 3 p.m. today.,Principles of Business Writing,A
23、void opinions or generalizations. These brakes can stop a car within a short distance. These LG Brakes can stop a 2-ton car within 24 feet. Our printer is faster than the leading competitors model. Our model T3 printer operates at a speed of 4,300 lines per minute.,Principles of Business Writing,6.
24、Courtesy Say Thanks, Please, Sorry. Use positive words and expression instead of negative ones: The office is closed after 4. The office is open until 4 We cannot have these figures for you before next week. We will have these figures for you next week.,Principles of Business Writing,6. Courtesy (Co
25、ntd) Use positive words and expression instead of negative ones: (Contd) We have found out that your delinquency with regard to your account by $3. We noticed that your account is short by $3.,Principles of Business Writing,Write naturally and sincerely: I have pleasure informing you. I am pleased t
26、o tell you. Please be good enough to advise us. Please tell us.,6. Courtesy (Contd),Principles of Business Writing,Use “You approach”: I think your report was well done. Your report was well done. We will accept bids until June 10. You may submit a bid until June 10.,6. Courtesy (Contd),Review the 6
27、 Csprinciples,Rewrite the following sentences to achieve 6Cs,Payment of their account will be made by Johnson next week.,Johnson will pay their account next week.,Review the 6 Csprinciples,We are returning all the merchandise that is defective.,We are returning all the defective merchandise.,Please
28、fax us about his arrival.,Please fax us about the time and date of his arrival date and flight number.,Review the 6 Csprinciples,Your misunderstanding of our July 8 letter caused you to make this mistake.,If you had understood our July 8 letter, you have done it correctly.,We need the statement by t
29、he end of next week.,Could you send us the statement by the end of next week?,Review the 6 Csprinciples,We will be pleased to deliver your order by 16 September.,You will get your order by16 September.(Your order will be delivered by16 September.),The cart, as well as its contents, were gone.,The ca
30、rt, as well as its contents, was gone.,Business Writing,Week 3 (Mar 16-20, 2009),The layout of business letters,1. The heading (P5) A. The letterhead, including The name of the company (in big letters) The address of the company (in small letters) The telephone number The fax number The Internet add
31、ress The e-mail address The company logo or trademark,The layout of business letters,The letterhead,SNOW AIR-CONDITIONER CO., LTD. 6 Shengli South Road, Yongchuan Sichuan Province 632160 China Tel: 086814-883888 Fax: 086814-883887 Http:/ E-mail: -,YC,The layout of business letters,B. The date line
32、Where to write? How to write?M/D/Y (US) = January 14, 2006D/M/Y (UK) = 14 January, 2006Y/M/D (CHN) = 2006/01/14dont use: 1st, 2nd, 3rd, 4th, etc.dont shorten the spelling: Jan, Feb, Mar, etc. How to read?,The layout of business letters,2. The inside address (P7) What Where e.g The Heading Name and j
33、ob title Department Address City + P.C. The country,Attention: Use full name of No incorrect spelling of Use the courtesy titles (P8),The layout of business letters,3. The salutation 1) What 2) Where 3) How Dear Mr. Jones, (+surname: far relationship) Dear Claire, (+first name: close relationship) D
34、ear Sir or Madam, (unknown name and gender) To Whom It May Concern, (dont know who is the receiver) 4) Attention line (P9)when ?where ?,The layout of business letters,4. The body of the letter Line space requirement The basic principles (P10) Three sections 1st : communication + relationship 2nd: yo
35、ur business messages 3rd : one or two simple sentences,5. The complimentary closing It must match that of the salutation! Some variations in style: (P11) Formal style; Informal: Semi-formal style; Sincerely, Informal style; Cordially,(Best) regards,Yours truly, Take care,Yours, Thanks,See you in _,
36、Love,The layout of business letters,Formal: Semi-formal: Yours faithfully, Sincerely yours, Yours very truly, Cordially yours, Faithfully yours, Very cordially yours, Very truly yours, Yours sincerely, Very sincerely yours, Very cordially yours, Yours respectfully, Respectfully yours,When /How to us
37、e?,The layout of business letters,6. The signature (P12) e.g. Very sincerely,(Chief Executive Officer - - job title) Kate Rogers - - signature Kate Rogers - - typed name Chief Executive Officer - - job title,The layout of business letters,7. Special notations Reference initialse.g.TD / jb / hn TD :
38、jb : hn,The signerThe writerThe typist,The layout of business letters,2 The enclosure notation (P13) Why How Enclosure Enc.Encl. 3) Where,Enclosures: A B C,The layout of business letters,3 The carbon copy notation (P13) 1). Why 2). HowCC: Mr. Henrycc: HR Department 3) Where,The layout of Business Wr
39、iting,4. The mailing and classification notation (P14) Why How Where E.g. (P14),The layout of Business Writing,5. The postscript (P14) 1). Why 2). HowP.S. We will hold a meeting 3). Where,Sample Analysis,See (P15 16) Identify different elements of the sample; If a modern enterprise, is it a complete
40、 business letter? Can you modify this letter? Which element (s) can you find are omitted?,Business Writing,Week 4 (March 23-27, 2009),Addressing the Envelope,Requirements in addressing the envelope: Correct and legible; Appropriate location; Single space; Block style; The stamp; The mail classificat
41、ion; The attention;,Addressing the Envelope,Return address,stamp,Delivery address,Attention,M C,Telefax and E-mail,The box of a telefax (P17) The importance of e-mails (P19) Efficient; Economical; The main parts of an e-mail (P19) The difference between an e-mail and a business letter (P21) The date
42、; The address;,Telefax and E-mail,How to write e-mails? One message should be fit into one screen Dont send dense and lengthy messages Use an attached file when sending a long document Check it regularly and respond it ASAP Carefully in using abbreviations, e.g.FYI; TIA; IOW; etc.,Guidelines in desi
43、gning business letters,Leave a good margin on both sides (2-5cm) and on top and bottom (3-5cm) Use quality paper for both your letter and envelope Use a laser printer to achieve the best effect Eliminate spelling mistakes and use good English Use line space & font size to adjust your presentations,3
44、 5cm,2 5cm,Practice NOW!,Exercises 1 (P22); Exercises 3 (P23); FL/hl CC: Mr. Wang Hanwei (President)Ms. Zhang Xiao (General Manager) Enc. (A tentative schedule)P.S. We will arrange you a tour to YM.,Sales letter (Lesson 2),Writing suggestions: Making the letters more personal; Representing the offer
45、 from the point of view of the buyer, not the seller; Sales letters should be written in the indirect approach; Determining the central selling points and benefits; Making the readers realize that not only the product or service is good, but it is good for them.,Sales letter,Four essential elements:
46、 Arouse interest (the first or opening sentences) Attract and keep attention Excite curiosity Start a train of thought Create suspense Use a question, a quotation or a statement,Continue reading,Sales letter,2. Create desire Hold attention Build interest Clarify the advantages of your goods or servi
47、ce The Mickey sports jackets are comfortable. The Mickey sports jackets so soft that you wont know you are wearing them.,Sales letter,Create desire (Contd) The Mickey sports jackets are available in a number of styles. The Mickey sports jackets are available in a range of exciting styles. 3. Carry c
48、onviction Provide evidence or favorable opinions Offer a guarantee,Sales letter,3. Carry conviction (Contd) Demonstrate prizes and awards Bring confidence Stimulate purchasing awarenessE.g. We are sure you will love our coffee. We are sure you will love our coffee that were offering a 100% money back guarantee!,Sales letter,Carry conviction (Contd) In the past decades, the sales of our product have increased. In the past decades, the sales of our product has been constantly increasing in Europe, Japan and 4. Induce action Move the reader to act To visit your company,
