外贸函电03.ppt

1、Criteria for business writing,by Wu Chang,One example,objectives,the receiver interprets the message as the sender intended it; it achieves the senders purposes.,Criteria for Effective Business Writing,Courtesy Correctness Conciseness consideration,Clarity Concreteness Completeness,Courtesy,Courtesy

2、 means treating people with respect and friendly human concern. Effective writers visualize the reader before starting to write. They consider the readers desire, problems, circumstances, emotions and probable reactions to their request.,Example,Dear Sirs, we are sorry you have misunderstood us. ( )

3、 Dears Sirs, we are sorry we didnt make ourselves clear. ( ) We cannot understand why you have had trouble with these articles. ( ) We presume that there must be some reasons for you having trouble with these articles. ( ),Clarity,Clarity tells the reader exactly what he or she wants and needs to kn

4、ow, using words and a format that make your writings totally understood with just one reading. Short, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose.,Example,They have a decided advantage in regard to freight. (

5、 ) They have a decided advantage in regard to freight charges (运费). ( ) They informed Messrs. Smith and Richardson that they would receive an answer in a few days. ( ) They informed Messrs. Smith and Richardson that the latter would receive an answer in a few days. ( ),Poor,Poor,Better,Better,Concis

6、eness,Effective writing is concise - each word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Because a wordy message requires more time to write and read, business people put a high premium on conciseness in bu

7、siness messages. Conciseness will give emphasis to your message.,Example,We do not anticipate any increase in prices in the near future. ( ) We do not expect prices to rise soon. ( ) Owing to the fact that your competitors price is much lower than yours, we cannot accept your offer. ( ) Because your

8、 competitors price is much lower than yours, we cannot accept your offer. ( ),Poor,Poor,Better,Better,Concreteness,Your writing should be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptanc

9、e, etc.,Example,Our apples are excellent. Our apples are juicy, crispy and tender. (Concrete) Smithton Company is our big buyer. Smithton Company did more than one million USD worth of business with us in 2004. (Concrete),Correctness,Correct grammar, punctuation and spelling are basic requirements f

10、or business writing, In addition, correctness means choosing the correct level of language, and using accurate information and data.,Example,Enclosed is the copy of receipt. ( ) Enclosed is a copy of the receipt. ( ) I am looking for another sales channels. ( ) I am looking for other sales channels.

11、 ( ),Consideration,In preparing every piece of information and before taking every step, you must always keep your reader in mind and think about your opposite side. There is an old saying: “put yourself in the readers shoes.” It means that you must always show your consideration for your correspond

12、ents.,Completeness,Include all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives. An incomplete message may result in increased communication costs, loss of goodwill, sales, and valued customers, cost of returning goods, and wasted time trying to make sense out of the incomplete message.,Example,Suppose you are writing a letter to your supplier telling him that his goods were not delivered on time. What kind of information should you include in your letter