商务英语写作-企业课程大纲.doc

Part1 The Components and Formats of Business LettersA sample of a letterStar Bank 45 River Road Stirling Scotland ST 3341Tel: 123498 Fax: 197663 Web Site: http:/ September 5, 2006Universal Soffware, Inc.2468 Oak StreetSan Francisco CA 94105U.S.AAttention: Sales ManagerLadies / Gentleman:Subject: Inquiry about your product.-Sincerely YoursSHEN John ( Mr.)Client ManagerEncl:5catalogueCC:Previous woods Amazon, Hong Kong Office.PS: please visit our web site: http:/ 1.1 The Essential Parts of a Business LetterA typical business letter consists of seven parts: the letterhead, the date, the inside address, the salutation, the body of the letter, the complimentary close, and the signature.1Letterhead（信头） 2The Date （日期） 3The Inside Address（内部地址）4Salutation（称呼）Dear Mr. xxxDear Mrs. XxxDear Miss. XXXDear Ms. XXXDear Dr. XXXDear Prof. XXXDear Sir(s)Dear Sir or Madam:GentlemenLadies and GentlemenTo Whom It May Concern5The Letter Body（正文）It is the central part of the letter, usually following a subject line. If there is no subject line between, the message begins two lines below the salutation. Double spacing is used to separate paragraphs in the letter body The closing sentence. （结束语） At the end of the body, the sender wants to express a certain courtesy or a wish to further contact the recipient, he or she may usually start with: We are expecting your immediate reply. Looking forward to your detailed reply soon. I am looking forward to your reply soon.Or just to show a kind of consideration or trying to be considerate by simply saying: If you have any questions, please let me know, etc. If you have any questions, please feel free to contact me.6The Complimentary Close（信尾敬语） “Yours faithfully ”is used in letters beginning with “Dear Sirs”, “Dear Sir or Madam” or “Dear Sirs ” and “ Yours Sincerely” is used to match “Dear (name)” letters, or rather formal “Yours truly ” and the most formal,“ Yours respectfully ” or “Respectfully Yours” or simply “ Respectfully”7Signature（署名）Every business letter must be signed. Type your full name on the fourth or the fifth line below and align with the complimentary close. Sign your name in the triple space between the two.The type-written signature and the title are typed below the hand-written signature, e.g. Yours Faithfully(Your signature)Ma QiangPersonnel Director1.2 The Optional Parts of a Business Letter1The Attention Line (指明收信人)If you want your letter attended by or directed to a specific person or department, add an attention line. This will speed up the sorting process within a company. For instance, it can indicate by “attention: Mr. Zhao, attn: Mr. Zhao”2The Subject Line（主题行）It is written to indicate the subject and purpose of the letter so that recipients can easily identify the contents of the letter. There are a few ways to write the subject line. American Cars Re: Your order No. 453 for electric drills Subject: insurance policy No.2343The Enclosure Notation（附件注明）When something else is sent together with the letter, you add the enclosure notation to inform the reader what is enclosed. The notation may be spelled out (Enclosure/ Attachment), or it may be abbreviated (Enc./At.). It may indicate the number of enclosures or attachments, and it may also identify an enclosure specifically, eg:Enclosure: Copy of Invoice 3505Encl.(2)Enc.(3)Encls: 2 invioces and 2 pictures4The Postscript Notation（附笔注明）A copy notation is typed one or two lines below the enclosure notation. A colon following is optional. Most people prefer to use notations like CC, cc, Cc, which all means carbon copy. Since most copies are now photocopied, some people use the notation XC (Xerox copy), PC (photo copy), or C (copy). However, if you do not want the addressee to know that someone else is receiving a copy, do not include this notation on the original copy. CC The Universal Trading Co., Ltd.C.C. Robert Keats, President1.3 Business Letter FormatsThe often used formats are explained as follows:1 Indented Format（缩行式） Almost all elements of the letter should have an indentation, for instance, letterhead, inside address, letter body. There is a rule for indentation. Each line of the “Inside Name and Address” should be indented 2-3 spaces, while in the body of the letter, the first line of each paragraph should need 4-5 space indentation on the left hand side of the sheet, while the complimentary close and the signature are centered or on the right-hand side of the sheet. 2Semi-block Format（半齐头式）Its a combination of indented format and modified block format. It is very similar to the indented format with the only difference that the inside address should start neatly from the left-hand side of the sheet.3Modified Block Format（改良齐头式）In this format, the first line of each paragraph in the letter body is not indented, while the letterhead, date line, complimentary close, and signature are aligned slightly past the center of the sheet. 4. Full Block Format（齐头式）Letterhead is laid out in the center of the letter, while the rest elements of a business letter start from the left-hand side of the sheet neatly. Open punctuation is adopted for the inside address, which means that both senders address and recipients address must avoid using more punctuations.The body of the letter has double spacing between the paragraphs. Typists generally prefer the full block format, for it has a simple appearance, and is quicker to type.Examples of Different Formats1). Indented Format Letter HeadDateInside Address口口口口口口SalutationBody口口口口_口口口口_Complimentary CloseSignature_2) Semi-block FormatLetter HeadDateInside AddressSalutationBody口口口口_口口口口_Complimentary CloseSignature_3) Modified Block FormatLetter HeadDateInside AddressSalutationBody_Complimentary CloseSignature_4) Full Block FormatLetter HeadDateInside AddressSalutationBody_Complimentary CloseSignature_Look at the following samples of application letter Letter of ApplicationSalina Communityb College45 Cottonwood Dr. Salina, KS 67401Oct.14, 2006Carl L. MeyerhoffDirector of GrantsSalina Area Grant Office350 First StreetSalina, KS 67401Dear Mr. Meyerhoff:We would like to request a $15,000grant for salina Community College to improve access for the handicapped. I have enclosed our grant application.The majority of the buildings on the Salina community College campus were built prior to 1953. Those built after 1945 are accessible to the handicapped. Unfortunately, Atkinson Auditorium, where we hold graduation, monthly convocations and other major events, was built in 1932 and is not accessible to the handicapped. The $15,000 grant would allow us to install ramps at each entrance and remove a row of seats for wheelchairs, making the entire campus accessible to the handicapped.Thank you for your prompt action on this grant. We shall look forward to hearing from you.Sincerely yours,signatureMary Ellen FeldmanDirector of Physical FacilitiesPart 2 Language Style and Tone1. Language StyleEffective letter language today should be concise, businesslike, and polite.1.1 ConciseConcise messages are essential. Learning to write concisely-to say in three words rather than ten-will mark you as a highly effective communicator. 1.1.1. Use Specific Words Normally, specific words serve business writers better than general words. Specific words are not only more vivid but also helpful in avoiding misunderstanding.General SpecificCongratulations on your recent honorCongratulations on being named the employee of the month. Please submit the completed report Please submit theas soon as possible completed report by March 15Sales skyrocketed this month Sales increased by 10 percent this month 1.1.2. Avoid wordy sentencesWordy sentences convey the same meaning with unnecessary words or details. They will delay the major purpose of the message.Notice how the following sentences are improved when implied ideas are reorganized.(1) She went to the bank and made the daily deposit.She made the daily bank deposit (2) She took the executive grammar course and passed it.She passed the executive grammar course.(3) She was a manager who was courteous to others.She was a courteous manager.(4) He walked in an impatient manner.He walked impatiently.(5)the solution that we could debate about the longest. the most debatable solution.1.2 Emphasize Courtesy A courteous message takes its readers feelings and points of view into consideration. A courteous message, like a courteous person, is polite, considerate, and emphatic. Courtesy depends on the writers understanding of the readers viewpoint and the assumption that the writer and the reader can cooperate on an equal basis Being politeWhenever you ask your reader to do something for you, dont forget to say “ please”, “thank you”, “I would appreciate it”, 1.2.2 Be equal to each otherAny letter you write should demonstrate your feeling that the reader is doing business with you because he or she has chosen the right person he or she trusts. Any word or sentence that interferes with the one-to-one relationship of equals is usually detrimental to the success of a message. Compare the following messages:Poor-This letter is to inform you of an important change in our policy concerning insurance. Good- Since you are our regular customer, we are writing to let you know about our important policy change in insurance Poor- You obviously made a mistake by sending me the wrong goods.Good- Thank you for your prompt delivery. However, the goods that reached us were not the one that we had orderedPoor- We have received your letter in which you claimed that ten teasets were damaged in shipment.Good- We have noticed in your letter that one damage to ten teasets in shipment was found.1.3 Choose the Simple, Informal WordsThe degree of formality in writing is dictated by the nature of the message and the backgrounds of the receivers. The writing in dissertation, theses, legal documents, and high-level government documents is expected to be formal. Business memorandum, e-mail messages, letters, and reports are expected to be informal. Business writers prefer the informal words from the right column rather than the formal words from the left column:Formal WordsInformal wordsTerminateEndProcureGetRenumeratePay CorroborateSupportUtilizeUseElucidate ExplainSimple, informal words, compared with formal words, are readily understood, easier to spell, require less time in keyboarding and less space on a page, and are less likely to draw attention away from the idea being expressed1.4. Avoid SlangsAlthough business letters have become more and more informal and relaxed today, written language should always be more formal than that for oral communication, and they cannot be so informal as to resort to slang or overly casual expressions.The following examples show incorrect style of language for business letters.IncorrectCorrectWell contact you when its OKWe shall contact you when it is readyHow cool your latest series of Benz are!Your latest series of Benz are very attractiveWe have got your letter of 11 Oct.Thank you for your letter of 11October. 2. Tone of a Business Letter2.1 Writing for Your AudienceYou should adapt your message to fit the specific needs of your audience. A good writer has a strong mental picture of the audience. To help you envision the audience, first focus on relevant information you know about the receiver. The more familiar you are with the receiver, the easier this task will be. 2.1. 2 Assume an empathetic attitudeEmpathy is an attitude that enables a person to identify anothers frame of reference (knowledge, feelings, and emotions) and to project or communicate understanding back to the person. The phrase “putting myself in your shoes” implies that empathy requires you to experience another persons situation firsthand. 2. 2. Focus on the Receivers Point of ViewIdeas are more interesting and appealing if they are expressed from the receivers viewpoint. Thus, develop a “you attitude,” which involves thinking in terms of the other persons interests and trying to see a problem from the others point of view. A letter or memo reflecting a “you attitude” sends a direct signal of sincere concern for the receivers needs and interest.“You” (appropriately used) conveys to receivers a feeling that messages are specifically for them. However, if the first-person pronoun “I ” is used frequently, the sender may impress others as being self-centered-always talking about self. “I” used as the subject receives significant emphasis. Compare the following examples of writer-centered and receiver-centered statements: I-or Writer-centeredReceiver-centeredWe have two laser printers compatible withYour software isyour software. compatible withtwo of ourhigh-qualitylaserprinters.I am interested in orderingPlease send me 2.3. Use Bias-free Language In todays competitive workplace, a writer or a speaker cannot afford the risk of sending an insensitive message. In addition, managers in todays highly competitive diverse workforce cannot afford to alienate employees and customers. Therefore, carefully selecting words free of any bias to alienate employees and customers is very important to writers.Please avoid use of gender-bias language Pay special attention to the pronouns “ him” and “his”. When the gender of a noun has not been revealed, do not use a masculine pronoun. Although this usage was once standard and accepted, it can be considered offensive today. Let us look at the following examples:(1) When your accountant completes year-end financial statements, ask him to send a copy to the loan officer.（x）(2) The human resources manager must evaluate his employees performance at least twice a year.(x)1) Avoid using a pronoun.When your auditor arrives, he is to goInstead: Upon arrival, your auditor is to go 2) Repeat the noun.the courtesy of your guide, ask him toInstead: the courtesy of your guide, ask the guide to.3) Use a plural noun.If a supervisor needs assistance, he canInstead: if supervisors need assistance, they can.4) Use pronouns from both gendersJust call the manager. He will in turnInstead: Just call the manager. He or she will in turn2. 4. Avoid Statements that Destroy GoodwillTone is the way a statement sounds. The tone of a message conveys a writers or speakers attitude towards the message and the receiver. Chances for achieving good human relations are diminished when the tone of a message is condescending, flattering. 1) Deal with a Flattering Tone AppropriatelyCompliments normally elicit favorable reactions. They can increase a receivers receptivity to subsequent statements. Yet even compliments can do more harm than good if paid at the wrong time, in the wrong setting, in the presence of the wrong people, or for a suspicious motive.Flattery (words of underserved praise) may be accepted gracefully, but the net result is almost negative. Although flattery can be accepted as a sincere compliment, the recipient is more likely to interpret underserved praise as an attempt to curry favor. Suspicion of motive makes effective communication less likely. Examples:1. As you know, we are so overjoyed to learn that you will visit our farm, and we are certain that your visit will be fruitful.2. You just cannot imagine what pleasure we experience when we get the permission to have a field tour in your premises.2) Avoid statement of surprise, doubt and judgmentPhrases that reveal a writers surprise about a receivers behavior can cause problems in human relations. Why are the following sentences risky?(1) I am s