高级商务英语写作（第二版） 课件 Unit 2 Business Letters

BusinessLettersUnit2AdvancedBusinessEnglishWritingContentsElementsofbusinesslettersStrategiesforwritingabusinessletterLetterstocustomersandsuppliersLettersonstaffmattersPersonalbusinessletters/01ElementsofbusinesslettersElementsofbusinesslettersAtraditionalbusinessletterusuallycontainsthefollowingpartsorelements:letterheaddateinsideaddresssalutationopeningbodytextclosing“calltoaction”signatureblockenclosure/carboncopyYourletterheadtellsthereaderthebasicinformationaboutyourcompany.Itisprintedonthecompany’sstationeryandcanbeblue,gray,orblack.Thereisnosetwayofdisplayingtheletterhead,butwhateverstyleyouchoose,yourletterheadshouldbeveryclearandgiveyourcorrespondentsalltheinformationtheymightneed:Atraditionalbusinessletterusuallycontainsthefollowingpartsorelements:FullnameofthecompanyAddressLogoLetterheadThedatelineisgenerallytypedtwoorthreelinesbelowtheletterhead.Usethemonthday,yearformat(e.g.March3,2023)orthedaymonthyearformat(e.g.3March2023).Thedaymaybeeitherincardinalnumbers(1,2,3,4…)orinordinalnumbers(1st,2nd,3rd,4th…),andtheformeriscommonlyusednowadays.Themonthcanbeexpressedinnumeralsorspelledout.Toavoidconfusionaboutwhether3/4referstoMarch4orApril3,themonthispreferablyspelledoutinfull.DateTheinsideaddressofabusinessletterusuallyincludesthefullnameandtheaddressofthereceiver.Itshouldbethesameasthenameandaddressontheenvelope.Theinsideaddressmaybeineithertheindentedformatortheblockformat.Theinsideaddressshouldinclude：Fullnameoftherecipient(ifitisknown)BusinesstitleoftherecipientFullnameandaddressofthecompanyaddressedtoInside

addressFullnameoftherecipient(ifitisknown)Ifyouknowthefullnameoftherecipient,writeitonthefirstlineoftheaddress.Amancanbeaddressedas:•Mr.JamesRobinson•JamesRobinsonAwomancanbeaddressedas:•Miss(orMrs.orMs.)SusanBrown•SusanBrownBusinesstitleofthereciptientIfyouarewritingtoacompanyoranorganizationratherthantoanamedindividual,youcanaddressthelettertoaparticularpersonintheorganizationbyjobtitleifyoudonotknowtheexactname.Ifyoudon’tknowwhointheorganizationmightdealwithyourletter,herearesomeguidelinestohelpyou.•Ifyouarewritingtoacompany,addressyourlettertotheManagerortheManagingDirector.•Ifyouarewritingtoacluboraprofessionalinstitution,addressittotheSecretary.•Ifyouhaveasalesquery,addressittotheSalesManager.•Ifyouhaveacomplaintaboutanunpaidaccount,addressittotheAccountant.•Ifyouarewritingtoafirmwithasoleowner,addressittotheProprietor.•Ifyouarewritingtoalocalauthority,addressittotheChiefExecutive.•Onlywhenwritingtoapartnershipdoyounotaddressyourlettertoaparticularperson.Inthiscase,onewayistodirectlyusethepartnership’sname.FullnameandaddressofthecompanyaddressedtoIngeneral,theinsideaddressshouldincludethefollowingelements:•therecipient’sfullname(ifknown)•therecipient’sbusinesstitle(ifknown)•companyname(indispensable)•house/buildingname(ifany)•buildingnumber,streetname(indispensable),suite/roomnumber(ifany)•town/city&zipcode(indispensable)•country/region(indispensable)Belowarethegeneralwaystousesalutationsinbusinessletters:•DearSir/Madam—toacompanyorifyoudonotknowtherecipient’sgender•DearSir—toamanifyoudonotknowhisname•DearMadam—toawomanifyoudonotknowhername•DearMr.Smith—toaman•DearMrs.Smith—toamarriedwoman•DearMissSmith—toanunmarriedwoman•DearMs.Smith—toawomanwhosemaritalstatusisnotclear•DearSue—toafriendorsomebodyyouknowwellSalutationInordertogetagoodreactionfromyourreaders,youneedtomakethemwanttoreadyourletters.Youmustthereforegettheirattentionandinterestearlyonintheletter,andthisiswhyyouropeningissoimportant.Forthisreason,doavoidclichéslike“Withreferencetoyourletterof20March…”or“Iamwritingtotellyou…”Hereareafewpossiblealternatives:•Iwasdelightedtoreceiveyourletterof20Marchabout…•Iwasverysorrytohearfromyourletterof20Marchthat…•Thankyoufortakingthetroubletowriteandtellmeabout…•Iwasconcernedtoreadyourletterof20March,andtohearthatyouhavebeenhavingproblemswith…•Ihavethoughtcarefullyaboutthepointsyouraisedinyourletterof20Marchand…OpeningThemainmessageisusuallyinthesecondparagraph,anditstatesthesupportingdetailstojustifyyourpurpose.Thesemaytaketheformofbackgroundinformation,statistics,orfirsthandaccounts.Ifyouhaveseveralpointstostateinaletter,remembertheruleof“oneideaperparagraph.”Don’tcrowdeverythingintojustoneparagraphbecausethatcouldmakeyourletterdifficulttounderstandandcausemisunderstandings.Afewshortparagraphsshouldbeenoughtosupportyourreasoning.BodytextHereisanexampleofthemainmessage:DearMr.Johnson:Thankyouforyourletterdated25Augustconcerningyourorderfor20setsofourbedroomfurniture…(opening)Wemustapologizeforthedelayinshippingthisorder.Thiswasduetounforeseencircumstances.However,yourorderisbeingdealtwithandwillbesentwithoutfurtherdelay…(themainmessage)Withapologiesonceagain…(closing)BodytextYoucanuseitfortwopurposes:•tosummarizeyourposition•toindicateanyactionthatneedstobetaken,andbywhomHereareafewexamplesofdifferentsummaryendings:•Ihopethishashelpedyoutounderstandourposition.•ThesearetheproblemsIwouldliketoreviewwhenwemeet.•Ithinkyouwillagreethatthisisaveryspecialoffer.•Iamsureyouwillappreciateourconcernoverthismatter.Closing“calltoaction”PositivereaderresponseTypicalendingsofthiskindinclude:•Iwouldbegratefulifyoucouldletmeknowassoonaspossiblewhatactionyouintendtotake.•Ilookforwardtohearingfromyou.•Perhapsyoucouldgivemeyourviewsontheseproposalswithinthenextweekorso.•PleaseletmehaveyourcheckinsettlementofthisaccountClosing“calltoaction”PassivereaderresponseThismeansthatthereaderhastheoptionoftakingsomeactioniftheywantto,butyoudonotexpectit.Typicalendingsmightbe:•Ifyouneedanyfurtherinformation,doletmeknow.•IfIcanbeofanyfurtherassistance,pleasegetintouch.•IfIdonothearfromyouwithinthenexttwoweeks,Iwillassumethatyouarehappywiththenewarrangements.Closing“calltoaction”PassivewriterresponseThismeansthatyoumighttakesomeaction.Typicalendingsmightbe:•Iwillcontactyouifthesituationchanges.•IfIreceiveanyfurtherinformation,Iwillletyouknow.Closing“calltoaction”NoresponseIfyoudonotwanttocontinuethecorrespondenceunderanycircumstances,thenyoushouldmakethisclear—notinsomanywords,asthatwouldbeimpolite,butbyyourclosingline.Hereareafewexamples:•Thankyouforwriting.•Iamgratefulforyourviews.•Ifoundyourcommentsinteresting,andwillbeartheminmindforthefuture.Closing“calltoaction”Usually,youcanaddacourtesylineifyouwishorifitisappropriate.Itisnotalwaysnecessary,butyoumightfeelthatitsuitsyouraimandyoursubjecttoincludeone.Typicalexamplesare:•Thankyouforyourcooperation.•Iapologizefortheinconvenienceyouhavebeencaused.•Ilookforwardtoalongandprofitablebusinessrelationship.Closing“calltoaction”Youcan,ofcourse,combineasummary,anactionending,andperhapsacourtesylineinonesentence.Youcould,forexample,say:•ThesearetheproblemsasIseethem,andIwouldbegratefulifyoucouldletmeknowassoonaspossiblehowyouintendtodealwiththem.•Iamsureyouwillunderstandourconcernoverthedelayinpaying,andIlookforwardtoreceivingyourcheckwithinthenextfewdays.•Iapologizefortheinconvenienceyouhavebeencaused,butIhopethatthearrangementsIhavemadewillgosomewaytowardalleviatingtheproblem.Closing“calltoaction”Ifyouareenclosingsomethingwithyourletter,youshouldtype“Enc.”or“Encl.”atthebottom.Ifnecessary,youcanlisttheenclosedorattacheddocumentsormatters.Forexample:Enc.:BillofLading(6copies)Commercialinvoice(4copies)InsurancepolicyCertificateoforiginEnclosure/CarboncopyReadtheletteranddiscussthefollowingquestions.1.Doesitcontainallthenecessaryelementsofaletter?2.Isthetoneappropriate?Whyorwhynot?ClassroomPracticeClassroomPracticeKeyforreferenceNo,itdoesn’tcontainallthenecessaryelements.Thefollowingpartsaremissing:date,theopeningandsignatureblock.Besides,thetoneoftheletterisnotpolite.ClassroomPracticeWhenyouworkforacompany,itislikelytohaveapreferenceforacertainbusinessletterstyle.Infact,insomecases,atemplateisusedtoensureallcorrespondencehasauniformappearance.Therearethreebasicformatsofbusinessletters:•theblockformat•themodifiedblockformat•thesemi-blockformatFormatsofbusinesslettersTheblockformatTheblockformat,alsoknownasthefullblockformat,isthemostcommonformatnowadays.Inthisformat,everything,fromthedatetothesignature,isalignedwiththelefthandmargin.Thereisnoindenting;newparagraphsareidentifiedbyleavingalinespace.Thisformatispopularbecauseitisquicker.Notime-consuminglayoutisrequired—everythingstartsatonemargin.FormatsofbusinesslettersThemodifiedblockformatInthemodifiedblockformat,youraddress,date(thedatecanactuallygooneithertheleftortherightside),closing,signature,andprintednameareallindentedtotherighthalfofthepage.Howfaryouindentthemisuptoyou,aslongastheheadingandtheclosingarelinedup.Useyourowndiscretionandmakesuretheletterlookspresentable.FormatsofbusinesslettersThesemi-blockformatInthesemi-blockformat,youraddress,date(thedatecanactuallygooneithertheleftortherightside),closing,signature,andprintednameareallindentedtotherighthalfofthepage.Howfaryouindentthemisuptoyou,aslongastheheadingandtheclosingarelinedup.Useyourowndiscretionandmakesuretheletterlookspresentable.Also,thefirstlineofeachparagraphisindented.Theindentationofthefirstlineofeachparagraphisthemaindifferencebetweenthesemi-blockformatandthemodifiedblockformat.FormatsofbusinesslettersReviewandsumup:Whatisthemaindifferencebetweenthesemi-blockformatandthemodifiedblockformat?ClassroomPracticeKeyforreferenceTheindentationofthefirstlineofeachparagraphisthemaindifferencebetweenthesemi-blockformatandthemodifiedblockformat.ClassroomPractice/02StrategiesforwritingabusinessletterThetoneofyourlettershouldbebriefandprofessional.Makeyourletteraquickreadbydivingstraightintothematterandkeepingyourcommentsbriefinthefirstparagraph.Forinstance,youcanalwaysstartwith“Iamwritingtoyouregarding…”andcontinuefromthere.Don’tconcernyourselfwithflowerytransitions,bigwords,orlengthy,meanderingsentences—yourintentshouldbetocommunicatewhatneedstobesaidasquicklyandcleanlyaspossible.StriketherighttoneTotightenyourwriting,avoidpassiveverbsandtrynottoeditorialize.Whenwritingthebodyofyourletter,considerthe“7Cs”:•Beclear.•Beconversational.•Becourteous.•Beconciseandtothepoint.•Becorrect.•Beconvincing.•Becomplete.StriketherighttoneInthelastparagraph,summarizeyourpointsandclearlyoutlineeitheryourplannedcourseofactionorwhatyouexpectfromtherecipient.Notethattherecipientmaycontactyouwithquestionsorconcerns,andsay“thankyou”fortheirattentiontotheletterorthematterathand.WrapitupPresentationisakeyelementofbeingprofessional.Edityourletterforerrorstomakesurethattherecipientwilleasilyseeyouascapableandincharge.Runaspellcheckonyourwordprocessor,butalsogivetheletterathoroughreadbeforeyousendit.CheckthespellingandgrammarStrikingtherighttoneisvitalinwritingbusinesscorrespondence.Rewritethefollowingexpressionstomakethemsoundmorepolite.1.Ihavelookedthroughyourreportandamtotallyconfused.Pleaseseemeurgentlytoclarify.2.Haveyourreportonmydeskby8a.m.tomorrowatthelatest.3.Thenewpricestructureyousuggestedistotallyimpractical.4.Ourphonebillsareenormouslyhigh.Pleasetellyourstafftostopmakingsomanypersonalcalls.ClassroomPracticeKeyforreference1.Ihavesomequestionsaboutyourreport.Pleasecomeandseemetodiscussit.2.Pleaseletmehaveyourreportby8a.m.tomorrow.3.Ihavesomesuggestionsaboutthenewpricestructureyousuggested.4.Ourtelephonebillshaveincreasedconsiderably.Pleaseaskyourstafftoavoidnon-urgentpersonalcallsduringworkinghours.ClassroomPractice/03LetterstocustomersandsuppliersTherearemanyreasonsforwritingabusinesslettertoyourcustomers.Youmaybewritingtotellthemaboutneweventsorspecialsatyourplaceofbusiness.Youmayalsoneedtowriteabusinessletterformorepersonalreasons,suchasaddressinganoutstandinginvoicethathasn’tbeenpaidorapologizingforbusinesspracticesthatwentastray.Inordertoattractcustomers,acertainamountofpromotionwillneedtotakeplace.Potentialcustomersneedtobenurturedandpersuadedtobuyfromyourcompany.Existingcustomersneedtobelookedaftertoo;otherwisetheymightdecidetobuyelsewhere.Regardlessofthereasonfortheletter,youmustmaintainaprofessionaltonewithinthebodyoftheletter.Contactwithsuppliersisalsoimportant.Youneedtoknowthatthegoodsyouarebuyingareatacompetitiveprice,andagoodbusinessrelationshipbetweenyouandyoursupplierswillpaydividends.•Alwaysuseapolitetoneevenifyouoryourcustomer/supplierhasacomplainttomake.•Maketheletterbrief,butensurethatallrelevantinformationisincluded.•Askanynecessaryquestions.•Provideanynecessaryanswers.•Nevermakeapromisethatyoucannotkeep.•Aimtoachieveandmaintainagoodbusinessrelationship.Therightapproachtowritingtocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

Sampleletterstocustomersandsuppliers

SampleletterstocustomersandsuppliersYouarethemanagerofArvonIndustrialParkandyoujustreceivedaletterfromFNTLtd.,apotentialcustomerinterestedinrentingafactoryunitfromyou.Lookattheinformationbelow,onwhichsomenoteshavealreadybeenmade,andthenwritealetterofreplytoFNTLtd.in120-140words.ClassroomPracticeClassroomPracticeClassroomPracticeDearSirs/Madams:Withreferencetoyourletterdated18October2024concerningrentalforanewfactoryunitsuitable.Iamwritingtoinformyouthatourcompany,ArvonIndustrialParkwillmeetyourneed.Firstly,ourparkislocatedimmediatelytothehighway.Thetransportationhereisveryconvenient.Thereisalsoarailwaystationaround.Secondly,ourindustrialparkoffers24-hourssecurityservicesandautofire-resistantsystem.Thirdly,wehaveenoughparkingplacesforstaffparking,whichcanaccommodate300cars.Furthermore,ourelectricityfacilitieswereimprovedlastyear.Nowwecanofferwholedayelectricitysupply.FinallyIwouldliketotellyouthatifyouhavelong-termrentalwithus,wewillprovideyouwith10percentdiscountforthefirsttwoyears’rental.Idohopewecanbeyoursupplierinthefuture,pleasecontactusatourearliestconvenience.Yoursfaithfully,DavidCarter/03Lettersonstaffmatters

Withoutemployees,anorganizationcannotfunction.Generallyspeaking,themoreefficientandcontenttheworkforceis,themoresuccessfultheorganizationwillbe.Dealingswithstaffarejustasimportantasthosewithotherpeople.Sometimes,unpleasanttaskssuchaswritingawarningletter,orevenadismissalletter,havetobundertaken.Acertainamountoftactandsympathyisnecessary.Afterall,thepersonyouarewritingtohasrealfeelings,justlikeyou.Sortingoutstaffproblemsisanotherareawheretactandunderstandingwillhelpyougettotherootofthetrouble.Personalityclashes,forinstance,commonplaceandmustbemanagedeffectively.Mostcorrespondenceinconnectionwithstaffispleasant,ratherthanunpleasant,innature.Lettersofappointment,references,andappraisalsformthepositive,routineworkofatypicalemployer.Allcorrespondenceconcerningstaff̓spersonalmattersshouldbetreatedasstrictlyconfidential.Youshouldneverdiscussastaffletterwithanyonewhodoesnotknowitscontent.Scandalscanspreadveryrapidly,oftenbecomingtotallydistortedalongtheway.

Lettersonstaffmatters

Herearesomesamplelettersonstaffmatters.Undereachletter,thereisanoteanalyzingit.SamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmattersSamplelettersonstaffmatters/04PersonalbusinesslettersApersonalbusinessletteriswrittenfromanindividualtoacompanyoranorganization.Suchalettercanbewrittenforanumberofreasons:toapplyforajob,togiveacharacterreference,ortoresignfromacompanywhereyouhaveworkedforalongtimeoroneyoudon’treallylike.Whateverthereason,apersonalbusinessletteriswrittenonablankpieceofpaper,notonletterhead.Likeanyotherbusinessletter,itneedstobedisplayedinawaythatisclearandeasytoread.

Personalbusinessletters•Presentation.Atypewrittenletterlooksmoreimpressivethanahandwrittenoneandisadefinitemustifyourwritingisdifficulttoread.Youshouldcheckfirst,though,justtomakesureyouarenotspecificallyaskedtouseyourownhandwritingfortheletter.Puttingyourhomeaddressatthetopofthepageaddsaprofessionaltouch,sodoestheadditionofasubjectheadingwhererelevant.•Checking.Alwaysreadthroughyourletterwhenyouhavefinishedit.Checkcarefullytomakesurethatthesentencesandparagraphsarewellconstructedandthattherearenocarelesstypingerrorstospoiltheeffect.Tipsforwritingpersonalbusinessletters

SamplesofpersonalbusinesslettersDiscussthefollowingquestions.1.Shouldanapplicationletterbeaslongaspossible?Whyorwhynot?2.Willyoulistallyourachievementstoimpressthepersonnelmanager?Applicationlettersshouldneverbetoolengthy.Youdon’tneedtolistallyourachievements,oryoumayberegardedasasmugperson.Youneedtokeepyourletterasbriefaspossible,thentherecipientscangraspthecorequickly.ClassroomPractice

Samplesofpersonalbusinessletters

Samplesofpersonalbusinessletters

Samplesofpersonalbusinessletters

SamplesofpersonalbusinesslettersDeterminewhetherthefollowingstatementsaretrue(T)orfalse(F).______1.Ifyourcustomerismakingacomplaintinaletter,youneedtostrictlydefendyourcompanyandthereisnoneedtobecourteous.______2.Toattractcustomers,youcanmakesomeemptypromises.______3.Askingforinformationisusuallythefirststeptoestablishbusinessrelationships.______4.Whendecliningtohireacandidate,you’dbettershowthepersonthattheyareunsuitableratherthanunlucky.______5.Whenyouwriteacharacterreference,youneedtostatenotonlythepositivepartsoftheapplicant,butalsothehiddenshortcomings.1.F2.F3.T4.F5.FClassroomPractice12345ReviewQuestionsWhatarethethreebasicformatsofbusinessletters?Definewhatthesemi-blockformatmeans?Whatistherightwaytoapproachcustomersandsuppliersinabusinessletter?Whatshouldbeincludedinadismissallettertoanemployee?Howshouldyoucontactanunsuccessfuljobapplicantforyourcompanyinaletter