外贸函电Lcture1 General Principles.pptVIP

Business English Correspondence--YvonneSchool of Foreign Studies, NJFU Criteria for Effective Business Writing Courtesy Correctness Conciseness Clarity Concreteness Completeness 1)Emphasizing You-attitude rather than We-attitude “You-attitude”—— You earn 2 percent discount for cash payment “We-attitude”—— We allow 2 percent discount for cash payment We/I attitude You attitude A large sale of our products will make our company more profitable. We are in need of fund and you must pay… We can not offer you any refund… Obviously you forget telling us the color… A good sale of the products will benefit you To maintain your excellent credit, please remit… You could obtain a refund if… Please indicate your choice of color… 2)Focusing on the positive approach “Positive” —— We feel sure that you will be entirely satisfied. “Negative” —— We do not believe you will have cause for dissatisfaction Example Dear Sirs, we are sorry you have misunderstood us. (×) Dears Sirs, we are sorry we didn’t 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. (√) Courtesy （I）  Correctness Correct grammar, punctuation and spelling are basic requirements for 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. (√) avoid using overstatements It is the lowest price available to you. It is the lowest price that we can offer you now. Correctness （II） Conciseness Effective writing is concise—each word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Conciseness will give emphasis to your message. e.g.: — “Please quote your lowest price for your best quality.” Conciseness （I）  Conciseness How to