BUSINESS WRITING商务英语写作,Contents,1 An Overview of Business Writing 2 Structure and Style of Business Letters 3 Sales-related Inquiries and Replies 4 Orders and Confirmation Letters 5 Letters about Shipment,商务信函的结构与格式,商务写作概述,询盘与回复,订单与确认函,装运函,6 Letters About Payment and Settlement of Accounts 7 Routine Claims and Adjustment 8 Persuasive Claims and Refusals 9 Sales Letters 10 Invitation and Thank-you Letters,付款与结帐函,日常投诉与理赔,邀请函与感谢信,销售函,说服性索赔与拒绝函,11 Letters of Apology and Congratulation 12 Notice and Announcement 13 Memos and Minutes 14 Preparing resumes 15 Letters of Application,道歉信与祝贺信,通知与通告,备忘录与会议记录,准备简历,申请信,16 Letters of Recommendation 17 Proposals 18 Organizing and Preparing Reports 19 Questionnaires 20 Business Agreements,意向书,商务协议,调查问卷,推荐信,报告,BUSINESS WRITING商务英语写作,An Overview of Business Writing,Unit 1,商务写作概述,Why to improve writing skills？,The ability to write effectively is a valuable business asset. Three reasons: 1) business is transacted in writing; 2) writing effectively helps increase company sales and profit; 3) proficiency in writing gives a personal advantage,Tasks of this chapter,. Functions of Business Writing . Criteria for Effective Business Writing . Modern Changes . Basic Patterns of Writing,Every business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader.,I. Functions of Business Writing,Business writing has three functions: To inform To influence To entertain,To inform,Messages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business. e.g. explain instructions to employees, announce meetings and procedures, acknowledge orders, accept contracts for services, etc.,The major purpose of most of these messages is to have the receiver understand a body of information and concentrate on the logical presentation of the content.,To influence,A business message must also influence the readers attitudes and actions. e.g. letters promoting a product or service and seeking support for ideas and worthy causes presented to supervisors, stockholders, customers/clients, and others.,To entertain,To secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of human nature. The writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader.,It seems easy enough, for example, to ask payment of a bill, but it is quite difficult to secure payment without offending the reader and losing his or her future patronage. No communication is wholly successful unless it retains the readers goodwill.,Functions of Business Writing,(1) To inform convey informationexplain instruction, announce meetings and procedures, acknowledge orders, accept contract (2) To influence affect the readers attitudes and actions (3) To entertain retain the readers goodwill,Criteria for Effective Business Writing,Successful business message: (1) the receiver interprets the message as the sender intended it (2) it achieves the senders purposes.,II. Criteria for Effective Business Writing 6/7Cs,Courtesy Correctness Conciseness Consideration,Clarity Concreteness Completeness,Courtesy,Being very polite, even in asking the addressee to pay back the debts or refusing his demands, your letter still should be very mild and tactful. Being prompt in replying to the opposite parts letter. The reply should usually be sent on the same day. If it is impossible for you to give a prompt reply in detail on the same day, you should write a short not to the client explaining why.,Goodwill Effects: friendly, courteous things that make relations between people enjoyable.,Example 1,Dear Sirs, we are sorry you have misunderstood us. () 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. (),I write to send my congratulations. Congratulations to you on your promotion! We wont be able to send you the brochure this month. We will send you the brochure next month.,Your letter is not clear at all. I cant understand it. If I understand your letter correctly (tactful),Using your-viewpoint -a technique for building goodwill -emphasizes the readers interest and concerns.,Different Attitudes 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,Examples of You-attitude,We-view point 1. I am happy to report 2. We are please to have your new account 3. We make Willet razor in three weightslight,