1、Language Focus,Business Letter (1) principles,Contents,Functions of Business Writing Criteria for Effective Business Writing (6Cs) Writing Techniques (you-attitude, conversational style, ),Functions of Business Writing,Information communicationGoodwill effectsOther effects Persuasion Emphasizing you
2、r qualification Playing down bad news ,Criteria for Effective Business Writing,6Cs CourtesyCorrectnessConcisenessClarityConcretenessCompleteness,Writing Techniques,Conversational styleYou-AttitudePositive EmphasisOther,Conversational style,Use words that are familiar, short and simpleameliorate impr
3、ovecommence beginenumerate listfinalize finish, completeutilize use,Avoiding the old language of businessAt your earliest convenience the date you need a responseAs per your request As you requestedEnclosed please find Enclosed isPursuant to According toSaid order your order Omithereto, herewithPlea
4、se do not hesitatePlease be advised/informed,You-attitude,Focus not on what you do for the reader, but on what the reader received or can do. Refer to the readers request or order specifically. Dont talk about your own feelings unless youre sure the reader wants to know how you feel. Dont tell reade
5、rs how they fell or will react. In positive situations, use you more often than I. Use we when it includes the reader. In negative situations, avoid the word you. Use passive verbs and impersonal expressions to avoid assigning blame.,1. Focus not on what you do for the reader, but on what the reader
6、 received or can do., I have negotiated an agreement with Apex Rent-a-Car that gives you a discount on rental cars. As a Sunstrand employee, you can now get a 20% discount when you rent a car. We are shipping your order of September 21 this afternoon. The two dozen Corning Ware starter sets you orde
7、red will be shipped this afternoon and should reach you by September 28.,2. Refer to the readers request or order specifically., Your order The desk chair you ordered /Your invoice #783329. 3. Dont talk about your own feelings unless youre sure the reader wants to know how you feel. (Unless in a mes
8、sage of congratulations or condolence) We are happy to extend you a credit line of $5,000. You can now charge up to $5,000 on your American Express card., Youll be happy to hear that Open Grip Walkway Channels meet OSHA requirements. Open Grip Walkway Channels meet OSHA requirements. 5. In positive
9、situations, use you more often than I. Use we when it includes the reader. We provide health insurance to all employees. You receive health insurance as a full-time Procter & Gamble employee.,4. Dont tell readers how they fell or will react.,6. In negative situations, avoid the word you. Use passive
10、 verbs and impersonal expressions to avoid assigning blame., You must get approval from the director before you publish any articles or memoirs based on your work in the agency. Agency personnel must get approval from the director to publish any articles or memoirs based on their work at the agency.
11、 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.,Positive Emphasis,Avoid negative words and words with negative connotations State information positively. Focus on what the reader can do
12、rather than on what you wont or cant let the reader do. Justify negative information by giving a reason or linking it to a reader benefit. If the negative is truly unimportant, omit it. Bury the negative information and present it compactly.,1. Avoid negative words and words with negative connotatio
13、ns, We have failed to finish taking inventory. We will be finished taking inventory. If you cant understand this explanation, feel free to call me. If you have further questions, just call me. I hope this is the information you wanted. (Implication: Im not sure.) Enclosed is a brochure about /The br
14、ochure contains a list of ,2. State information positively. Focus on what the reader can do rather than on what you wont or cant let the reader do., We will not allow you to charge more than $1,500 on your VISA account. You can charge $1,500 on your VISA account. Your new VISA card gives you $1,500
15、in credit that you can use at thousands of stores nationwide. You will not qualify for the student membership rate of $25 a year unless you are a full-time student. You get all the benefits of membership for only $25 a year if youre a full-time student.,3. Justify negative information by giving a re
16、ason or linking it to a reader benefit., We cannot sell computer disks in lots of less than 10. To keep down packaging costs and to help you save on shipping and handling costs, we sell computer disks only in lots of 10 or more. 4. If the negative is truly unimportant, omit it. If you are not satisf
17、ied with Interstate Fidelity Insurance, you do not have to renew your policy. Omit,5. Bury the negative information and present it compactly.,- Put negatives in the middle of a paragraph rather than in the first or last sentence; and in the middle of the message rather than in the first or last paragraphs. - Give negative information only once in your message with as little space as possible.,Other,Use transitions to link ideas Single out your reader Use the readers names Avoid anger Bias free,
