上外+外贸函电02+Business+Letters.ppt

TradeRelatedBusinessCommunication,Lesson2BusinessLetters,ClassificationofBusinessLetters,GeneralCommunication:“Letitbe!”attitudeSendingNews:thePOSITIVE&negativesideComplaining:NeverwriteinangerB2BV.S.B2C,ModernbusinessEnglishis.,Thewritingofinformationinawaythatgivesareaderagoodchanceofunderstandingthedocumentatthefirstreading.MartinCutts,ThePlainEnglishGuide,Oxford,1995,TheReadersExpectations,clearandeasytoreadshortandtothepointpoliteandrespectfulaction-oriented（国际快递）Insummary,theywanttoreceivedocumentsthatarereader-friendly.,How?,Statewhyhe(orshe)iswritingandwhathe(orshe)wantsthereadertodo.Separatetheinformationintoshortparagraphs.Useshortsentences.Usesimpleandclearwords.Usepoliteexpressions.,BusyBusiness,Remember,mostreadersarebusypeople.Theywanttoknowthemainpointsofyourmessagequickly.,Yourreadersexpecttofind：,aclearstatementofyourpurposeforwritingallnecessaryinformation(maybemorethanthat)forthemtotakeactionthespecificactiontotake,Tomeetyourreadersexpectationsandgetresults,yourreaderneedsto:,Understandyourdocumenteasilyandcorrectly.Respondtoyourdocumentappropriately.,The5CsPrinciple,CompleteCohesiveClearConciseCourteous,GrammarGuide,ActivevoiceModernwordsFewer(noun)PhrasesBriefSentences,LanguageStyle,You-attitudePositiveEmphasisReadersBenefitTone,PowerandPoliteness,HowtoCreateYou-attitude,Talkaboutthereader,notaboutyourself.Refertothereadersrequestororderspecifically.Donttalkaboutfeelings,excepttocongratulateoroffersympathy.Inpositivesituations,useyoumoreoftenthanI.Useweonlywhenitincludesthereader.Innegativesituations,avoidthewordyou.,ReaderFocus,IhavenegotiatedanagreementwithApexRent-a-Carthatgivesyouadiscountonrentalcars.AsourVIPcustomer,youcannowgeta20%discountwhenyourentacarfromApex.WeareshippingyourorderofSeptember21thisafternoon.ThetwodozenCorningWarestartersetsyouorderedwillbeshippedthisafternoon(andshouldreachyoubySeptember28).,ReadersConcern,YourorderToindividual:ThedeskchairyouorderedToaCompany:Yourinvoice#783329,YourFeelings,Wearehappytoextendyouacreditlineof500.Youcannowchargeupto500onyourICBCstudentcreditcard.Congratulations!YourapplicationforICBCstudentcreditcardisapproved.,TheReadersFeeling,YoullbehappytohearthatourproductsmeetOSHArequirements.OurproductsmeetOSHArequirements.OSHAtheOccupationalSafetyandHealthAdministration,aU.S.federalagencyYoullbehappytohearthatyourscholarshiphasbeenrenewed.Goodnews!Yourscholarshiphasbeenrenewed.,You,IandWe,Weprovideinsurancetoallstudents.Youreceivehealthinsuranceasafull-timeSISUstudent.Avoid“We”whenitexcludesthereader.,NegativeSituations,Youmustgetapprovalfromtheadviserforyourprivateaffairleave.Studentsmustgetapprovalfromtheadviserfortheirprivateaffairleave.Youmadenoallowanceforinflationinyourestimate.Noallowanceforinflationhasbeenmadeinthisestimate.Thisestimatemakesnoallowanceforinflation.,BeyondSentenceLevel,Becomplete,prepareanappendixfordetailsthereadermayneed.Anticipateandanswerquestionsthereaderislikelytohave.Ifyouincludeinformationthereaderdidntaskfor,showwhyitisnecessary.Showreadershowthissubjectaffectsthem.,You-attitudeinStructuralOrganization,Putinformationreadersaremostinterestedinfirst.Arrangeinformationtomeetyourreadersneeds,notyours.Useheadingsandliststohelpthereaderfindkeypointsquickly.,PositiveEmphasis,Avoidnegativewordsandwordswithnegativeconnotations.Focuswhatthereadercando.Justifynegativeinformationbygivingareasonorlinkingittoareaderbenefit.Omitthetrulyunimportantnegative.Putthenegativeinformationinthemiddleandpresentitcompactly.,NegativeWordstoAvoid,DerogatoryTermsSomedis-wordsManyin-wordsSomemis-wordsManyun-words,Options,Substitutetwonegativeswithonepositiveterm:Neverfailtobackupyourdata.Alwaysbackupyourdata.Usetheleastnegativewordthatisaccurateifnecessary:Yourbalanceof500isdelinquent.Yourbalanceof500ispastdue.,HiddenNegatives,Ihopethisistheinformationyouwant.Enclosedisabrochureabouttheteapotsyouwant.Thenewflavorofourbiscuittastesbetter.Thenewflavorofourbiscuittastesevenbetter.Ihopethatyouaresatisfiedenoughtoplacefutureorders.CallMercurywheneveryouneedcomputerchips.,Accuracy,Theexercycleisnotguaranteedforlife.Theexercycleisguaranteedforlife.Theexercycleisguaranteedfor10years.Customersunder60arenoteligibleforthePrimeTimediscount.Youmustbeover60tobeeligibleforthePrimeTimediscount.Ifyoure60orolder,youcansave10%onallyourpurchaseswithPrimeTimediscount.,Can-doFocus,Statewhatyou(orthereader)candoratherthanwhatyoucannotdo.A.Ourofficeclosesat4:00pm.B.Ourofficestaysopenuntil4:00pm.Usetheif-contract,whichstateswhatyou(orthereader)candoifaspecificconditionismet.Theif-contractemphasizeswhatispossible.,Practice,Youneedareferencebeforeyoucanopenanaccount.Ifyougiveusareference,youcanopenanaccount.Settlepaymentimmediatelyoryouwillbechargedanadditional$15.Ifyoupayimmediately,youwillnotincuranyadditionalcharges.,Reason&ReaderBenefit,Wecannotsellcomputerdisksinlotsoflessthan10.Compare:Tokeepdownpackagingcostsandtohelpyousaveonshippingandhandlingcosts,wesellcomputerdisksinlotsof10ormore.Wesellcomputerdisksonlyinlotsof10ormore.,Omitnegativesonlywhen:,Thereaderdoesnotneedtheinformationtomakeadecision.Youhavealreadygiventhereadertheinformationandheorshehasaccesstothepreviouscommunication.Theinformationistrivial.Thenegativeswillfadeawaywithtimegoesby.,NegativeTreatmentinOrganization,Putnegativeinformationinthemiddleofthemessage.Givenegativeinformationonlyonceinthemessage.Starttotalkaboutnegativeinformationfromthemiddleofaparagraph.Avoidtoputnegativeinformationatthebottomofthefirstpage.,GoodReaderBenefits,Adaptreaderbenefitstotheaudience.Stressintrinsicaswellasextrinsicmotivators.Provereaderbenefitswithclearlogicandexplaintheminadequatedetail.Phrasereaderbenefitsinyou-attitude.,CreateReaderBenefits,Identifythefeelings,fears,andneedsthatmaymotivateyourreader.Identifythefeaturesofyourproductorpolicythatcouldmeettheneedsyouveidentified.Showhowthereadercanmeethisorherneedswiththefeaturesofthepolicyorproduct.,CulturalDifference:ChineseV.S.English,SampleInquiry3-2,p62V.S.SampleInquiry3-3,p63,FilingofBusinessLetters,PhysicalcopiesDigitalcopiesManagementoffiles,ClassificationandIndexation,Criteria:Refcode.Principle:Neithertoomany