外 贸 英 语 函 电 Business English Correspondence Chapter One Basic Knowledge of Business Letter Writing Contents of Chapter 1 Section One Section Two Section Three Section Four Section Five Section Six Brief Introduction Good Writing Principles Structure of a Business Letter Layout of a Business Letter Addressing Envelopes Some Rules of Good Writing Section One Introduction of Business Letter Writing Steps of an all-round transaction 1 2 ways to look for new customers and explo re new market enquiries and requests quotations and offers 3 Conclusion of business letter Steps of an all-round transaction Execution of orders Payment Packing,shipping and insurance 5 Complaint claim and adjustment 6 Other letter writing I Brief Introduction 1.Definition English business correspondence refers to the letters , cables, telexes, faxes and e-mails dealing in international business, as well as in domestic trade, of course • • • • Target the middle and senior students Deal with business communication in the form of telexes, fax or letters Combine characteristics of English and international trade Involve a lot of special trade terms and customized sentences 2. Aim The purpose of this course is to help you learn how to write good business letters by using up-to-date expressions in the simplest possible language. 3. Features 1. It has its unique language style and jargons ; e.g. We are in the market for silk blouses and should be pleased if you could kindly quote us your keenest prices for the goods below 2. It is full of business terminations and abbreviations; e.g. Offer quotation order counteroffer letter of credit CIF FOB 3. There is a close relations between EBC and international trade e.g. ASA :AMERICAN STANDARD ASSOCIATION What do you expect to get after learning this course? 1. Know how to write proper business English letters; (writing styles, language, writing techniques, structure and layout) 2. Know how to communicate and operate in International Business; (International Business knowledge and techniques, technical terms and expressions, sentences pattern ) Requirements to the Writer If a business letter is to achieve its purpose, the writer should have (1)a good command of standard English (精通标准英语); (2)knowledge of business theory and practice (通晓贸易理论与实务); (3)knowledge of technical terms (通晓专业术语); (4)knowledge of psychology (掌握人的心理); (5)skills in salesmanship (掌握熟练的推销技巧)。 Section Two Principles of Business Letter Writing II. Writing Principles---Seven Cs 1. Completeness 2. Concreteness 3. Clearness 4. Conciseness 5. Courtesy 6. Consideration 7. Correctness 完整 具体 清楚 简洁 礼貌 II. Writing Principles--- Completeness. 1.Completeness contains all the necessary information to the readers (the counterpart or the public) and answers all the questions and requirements put forward by the readers. 包含所有必须的信息。 II. Writing Principles---Concreteness 2. Concreteness be specific, definite and persuasive instead of being vague, general and abstract. (具体数字描述) e.g.-- We wish to confirm our telegram yesterday. --We wish to confirm our telegram of march 29,1999. --The brakes can stop a car within a short distance. --These type SMO2 power brakes can stop a 4-ton car traveling 65 miles an hour II. Writing Principles---Clearness 3. Clearness (clarity) to make sure that what you write is so clear that it can’t be misunderstood. 要确保意思清楚地向对方表达而不会产生误解. Notice: 1) Avoid using the words, and sentences equivocal in meaning ; 2) Pay attention to the position of the modifier; 3) Pay attention to the object of the pronoun and the relations between the relative pronoun and the antecedent; 注意代词的指代对象和关系代词和先行词的关 II. Writing Principles---Clearness 4) Pay attention to the rationality in logic, the variety in sentence structure, the compact in plot and coherence in meanings. 5) Pay attention to the logicality of the full text. II. Writing Principles---Clearness .1 -- As to the steamer sailing from Shanghai to Los Angeles, we have bimonthly direct services. bimonthly: a. twice a month 一月两次; b. every two months 两月一次 -- We have a direct sailing from Shanghai to Los Angeles every two months. II. Writing Principles---Clearness 缩写 CIF、 FOB 不同国家的人对某些数字的表达方式不一 例如英、美两国对billion的理解不一样。所以 最安全的办法是数字和文字同时使用 UK:1,000,000,000,000 US:1,000,000,000 E.G. • $10575.9 (ten thousand five hundred and seventy-five dollars, ninety cents.) 介词 • The price has been increased to$20. 到 • The price has been increased by$20. 了 • The price has been increased from$20 从 II. Writing Principles---Clearness . 2 注意修饰词的位置 Com pare the following three pairs of sentences: Pair 1:--We can supply 50 tons of the item only; -- We can only supply 50 tons of the item. --我们只提供这种商品50 --我们提供这种商品仅限50 - II. Writing Principles---Clearness Pair2: --The L/C must reach us not later than September 1st for arranging shipment. --The L/C must reach us for arranging shipment not later than September 1st. Pair 3: -- Please let us know what you wish us to do about this matter as soon as possible. -- Please let us as soon as possible know what you wish us to do about this matter. II. Writing Principles---Clearness Pair 2 -9月1日到我方。 --信用证必须到我方以便不迟于9月1日安排装 船。 Pair 3: --请告知贵方要我方为此事尽快做些什么。 --请尽快告知贵方要我方为此 II. Writing Principles---Clearness E.g.3 --They informed Messrs Smith & Brown that they would receive a reply in a few days. -- They informed Messrs Smith & Brown that the latter would receive a reply in a few days. 分词的逻辑主语和句子的逻辑主语一 E.g. 4 -- Being a registered accountant, I’m sure you can help us. -- Being a registered accountant, you can help us. -- As you are a registered accountant, I’m sure you can help us. II. Writing Principles---Clearness E.g. 5 (注意句子结构的多变) -- We have received your letter of April 4. We are sorry for the wrong dispatch. We will do something about it. --Thank you for your letter of April 4. We regret that we have dispatched the wrong goods and will do something for compensation. E.g. 6 (注意意义上的连贯) -- We wrote a letter. It was addressed to Mr. Henry. He is the sales manager. -- We wrote a letter to Mr. Henry. the sales manager. II. Writing Principles---Clearness E.g. 7 (注意情节上的紧凑) -- We have received your letter of July 1st and it contained a complete set of shipping documents. -- We have received your letter of July 1stcontaining a complete set of shipping documents E.g.8 (注意全文的逻辑性) II. Writing Principles---Conciseness 简洁 4. Conciseness clearly express what you would do in a short and simple style of writing as possible as you can Notice: 1) Make a long story short and try to avoid wordiness. e.g. at this time: now come to a decision: decide during the time that: while II. Writing Principles---Conciseness 2.Avoid using the general and out-of-date commercial jargon and try to express your idea in modern English. 达 3 Avoid unnecessary repeat 避免不必要的重复 4 Control the number of the words, build effective sentences and paragraphs. 控制字数构造有效句 II. Writing Principles---Courtesy 5. Courtesy not mere politeness, be sincere and tactful. Guideless: 1) Change the commanding tone into requesting tone will 或would开头的 e.g. --Tell us more detailed information on your requirements -- will you ….\will you please…\would you… II. Writing Principles---Courtesy 2.Use the past subjunctive form 使用虚拟语气 e.g.--We would ask you to make prompt shipment. 3 Use mitigation and avoid overemphasizing your own idea or irritating your partner 使用缓和 e.g. We are afraid that…, we would\may\might say…, It seems to us that…, we would suggest that…, It appears that… --We cannot deliver the goods all at one time. II. Writing Principles---Courtesy 4.passive voice should be used accordingly. 适当使用被动语态 e.g. --You didn’t enclose the price lists in your letter. --The price lists was not enclosed in your letter. 5 Try to avoid using the words with forcing tone or arousing unpleasantness 尽量避免使用带有强迫语气和引起不快的词语 e.g. --We must refuse your offer. --We regret that we are unable to accept your offer II. Writing Principles---Courtesy 6.Use the words or expressions with the meaning of joy, thanks and regret etc. 使用表示高兴、感激和遗憾的词语 e.g. -- It is a pleasure for us to sign a sales contract. --We are pleased\glad\ happy\delighted that you are willing to establish business relations with us. --We are sorry to say that we haven’t received your L/C in time. II. Writing Principles---Consideration 6.Consideration 体谅 put yourself in the position of the recipient, taking into consideration his demand, hope, interests. Notice: 1) Take the recipient’s attitude: you attitude e.g. —We allow a 5% discount for cash payment. 5%的折扣。 — You earn a 5% discount when you pay cash. 5%的折扣。 What is the “YOU” Attitude? • 读信者往往会问:What’s in it for me (the reader)? • YOU Attitude: Focuses on Reader • Emphasizes what the receiver wants to know 读者想知道的; • How reader will be affected by message 读者受到的影响; • Put yourself in their shoes 为读者设身处地着想; Which letter is better? Dear Mr. Hua: We are in receipt of and would like to thank you for your letter and catalogue of June 14, 2011. After close examination we have come to the conclusion that your products are of no interest to us but we wish you every success in your future endeavors. Sincerely, Dear Mr. Hua: Thank you for your letter and catalogue sent on July 14, 2011. We appreciate your interest in our company though your products fall out of our line for the time being. We wish you every success in your future endeavors. Yours Sincerely, 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 II. Writing Principles---Consideration Attention: Sometimes we shouldn’t take “you” attitude. a. When the reader has made a mistake; b. When the reader has expressed an opinion different from your own. 2) Take a positive approach instead of a negative approach e.g.--Your order will be delayed for two weeks. --Your order will be shipped in two weeks. --We close at 5 p.m. --We are open till 5 p.m. II. Writing Principles---Correctness 7. Correctness 正确 be correct in grammar, punctuation, spelling of words, manner and tone of speaking. Pay attention to the correct understanding and using the commercial terms and jargons. 注意正确理解使用商业术语 e.g. --All offers by fax are open for five days. --All offers by fax are open for five days inclusive of the date of dispatch. (所有电邮开盘从发电之日起五日内有效) --This contract will come into effect from Oct. 1. --This contract will come into effect from and including Oct. 1, 2001. Section Three Structure of Business Letter Writing Section Three Structure of Business Letter Letterhead(信头) Ref. NO.(发文编号) Date(日期) Attention line(具体收信人) Inside Name and Address(信内名称和地址) Salutation(称呼) Subject Line(事由标题) Body of the Letter(信的正文) Complimentary Close(结尾敬语) Signature(签名) Enclosure Notation(附件) Carbon Copy(抄送) Postscript(附言) 1.China National Cereals, Oils and Foodstuffs Imp & Exp Corp. 8 Jianguomen Nei Dajie Beijing 10005, China Telephone: 86-10-6526-8888 Fax: 86-10-6527-6028 E-mail: carl@cofco.com.cn 2.Our Ref. Your Ref. 3.Date: 15th November, 20-4.Messrs H. Ronald & Co. 556 Eastcheap London, E.C. 3, England 5.Attention: Import Dept. 6.Dear Sirs, 7.Aquatic Products 8.We thank you for your enquiry of 5 November. In compliance with your request, we are sending you herewith a copy of our illustrated catalogue and a quotation sheet for your reference. All prices are subject to our confirmation for our aquatic products have been selling well this season. Therefore, we would suggest that you advise us by a fax in case of interest. We await your early favorable reply. 9.Yours truly, 10.China National Cereals, Oils and Foodstuffs Imp & Sig. _______________ (Manager) 11.Enclosures 12.cc our Shanghai Branch Office 13.P.S. We require payment by L/C . Exp Corp. Essential Parts 重要部分 1. letterhead 信头 2. date line 日期 3. inside name and address 收信人名称 地址 4. salutation 称呼 5. body of the letter 信文 6. complimentary close 结尾敬语 7. signature 落款 Optional Parts 可选部分 8. attention line 9. subject line 10. reference notation 11. enclosure 12. carbon copy notation 13. postscript 具体收信人 事由 案号 附件 encl. 抄送 c.c. 附言 p.s. 1. Letterhead(信头) As the first and most obvious part of a company's business letter, has two functions: to identify where the letter comes from to form one's first impression of the writer's company. It is printed in the center or on the left margin at the top of the page. Contents of letterhead Trade Mark/Logo(公司商标) Name of the Company (公司名称) Address(地址) P. O. Box(邮政信箱) Phone No./Cell Phone(电话号码) Fax Number (传真号码) E-mail (电子邮件地址) Web site (网址) Year of Establishment (公司成立年代) Line of Business (行业名称) Letterhead: --information of sender D Optional Essential location Trade marks/ slogan Name and address, telephone, fax Of a company, or ZIP code Heading at the top of the letter Date line: Preferred Friday, 10th March, 2010 10th March, 20-- March 10th, 20-- 10/2/2010 10.3.2010 Avoided Date 7 September 2007 September 7,2007 09/ 07/ 2007 07/ 09/ 02 Inside address: Recipient’s address identical to the delivery address located on the left head, sometimes with attention line Richard Thomas & Baldwins Ltd. 151 Gower Street London,SC7 6DY,England Messrs Williams& Werner 36 Tower Street Toronto 4, Canada Salutation: The salutation varies according to the writer-recipient relation and formality of the letter The following table show the common salutations Salutation Dear sir Dear sirs Gentlemen Ladies and gentlemen Dear Mr. Furness addressee Sales manager or …. E.A. Sanderson &company ABC company Mr. Harrison T. Furness Inside name and address Mr. J. Turner Production Manager ABC Bottles Pty Led Kirra Road Ashtown 1128 Mr. Mrs. Miss Messrs Messrs. J. Harvey & Co. Ms Messrs. MacDonald & Evans Attention! E.g. John Smith 不能在尊称后直接加名。It’s wrong to open a letter with “Dear Mr. John.” Do not use both the first and the last name in the salutation. It is wrong to open a letter with "Dear Mr. John Smith". 不能在职务后直接加姓,除了DR. It is wrong to open a letter with "Dear Manager. John Smith". What salutation would you use to address a letter to: a. b. c. d. e. A company (a new client) David J.Lee (businessman with doctorate) Candy Lester(unknown marital status) A marketing manager Mr. Bran Jackson & Mr. Kevin Jackson Complimentary close: Formal semiformal informal Sincerely Yours faithfully Yours truly Yours sincerely sincerely Yours Cordially yours Cordially Best regards Love -----Formal, semiformal, and informal -----matching salutation Complimentary close Dear Sir, Dear Madam, Ladies and Gentlemen Dear Mr. Smith Dear Dr. Hamilton to customer, to boss To friend Yours faithfully / Faithfully yours Sincerely yours / Yours sincerely Respectfully yours / Yours respectfully Best Regards Complementary Close Person Addressed Salutation Close Mr. T. Smith Dear Mr. Smith Yours sincerely Dr. A. Smith Dear Dr. Smith Yours sincerely Ms. Mary Smith Dear Ms. Smith Yours sincerely The Manager Dear Sir Yours faithfully The Secretary Dear Madam Yours faithfully Messrs Smith and Jones Dear Sirs Yours faithfully Gentlemen Yours truly signature Judge which you think are appropriate form of the signature Yours very faithfully, Yours very faithfully, Joseph Clernson Joseph Clernson Mr. Joseph Clernson Managing Director Dr. Joseph Clernson Managing Director Attention! Don't put any courtesy title for a man before the man's name in the signature line but the abbreviations of his academic degrees. Wrong: Right: Yours very faithfully, Yours very faithfully, Joseph Clernson Joseph Clernson Mr. Joseph Clernson Managing Director Dr. Joseph Clernson Managing Director Signature: Component ---four parts: Handwritten name (signature) T.M.White Manager THE NATIONAL TRANSPORT CO., Typed name Business Title Company name Per Pro Signature Ask your secretary or assistant manager to sign the letter if it is dictated by you but you have no time to sign it. Dictated by Mr. …, and signed in his absence Assistant Manager/Secretary to Mr. … P.P. …../per pro P.P. stands for the Latin word "per procurationem" and means the person is authorized to sign for the firm. For….. -more- Yours sincerely, (Handwritten signature) J. Byren Dictated by Howard Greens Overseas Manager And signed in his absence Assistant Manager Yours faithfully, P.P. (For) BRIDGEPORT ELECTRIC CO. (Handwritten signature) J. Byren Yours faithfully, (Handwritten signature) J. Byren P.P. (For) Mr. John Smith structure The Optional part of a business letter 1 Reference section Attention line 2 Subject line 3 enclosure notation 4 Copy notation 5 Postscript Reference section INTERCITY BANK Plc 58 Jalan Thamrin, Jakarta, Indonesia Telephone 375018 Telex 6756 12 January 2007 Your ref: 667/17 Our ref: PL/fh/246 Mr. S Basuki Jakarta Furnishings 7 Jalan Arjuna Jakarta Dear Mr. Basuki Office furniture We are expanding our offices in Jakarta and we will need extra Attention Line If you want your letter attended by or directed to a specific person or a department, add attention line Inside address + Attention or Attention of E.g.1 Richard Thomas & Baldwins Ltd., 151 Gower Street London,SC7 6DY,England Attention Mr.Cave or Attention of Purchasing Manager Inside address+ Attention line Richard Thomas & Baldwins Ltd. 151 Gower Street London,SC7 6DY,England Attention (Attention of ): Purchasing Manager The subject line This comes two lines below the salutation, either beginning at the left margin or in the Centre. It can begin with or without “Re:”or “Subject:”,but should always denote what the letter is about: ① Re:Sewing Machines; ② Subject:Our contract No.2345. Your L/C No.3456; ③ Sewing Machines Body of the letter Opening sentence Actual message Closing sentence Business letters should be typed by using single spacing, and two spaces should be left between each paragraph. Enclosure When something else is sent together with the letter, you add enclosure notation with to inform the reader enclosed. 1.Only one item: Enclosure, Encl.,Enc…… 2. More than one items: Eclosures 3, 3 Eclosures, Encl.3, Enc3, or Encs.3 3.When the enclosure is important, list exactly what the enclosures are Enc.(4) packing list commodity inspection certificate insurance policy sales confirmation Carbon Copy Notation The copy of the letter will be sent to some other business man, below any enclosure notation at the left margin “CC to xxx” or “CC xxx” Examples: cc Mr., Taylor Mrs. Carla Thaye Copies to Mr, Talo Mr. Doyle Postscript to draw the reader's attention to a point which the writer wants to emphasize. Examples: P.S. I'm going to see you at the Chinese Export Corporation. J.B. N.B. Nota bene Draw ones' attention or clarify a point Attention: Never use NB or PS just because you forgotten to include something in the body of the letter. in this case, you should retype the whole letter. GUIDANCE ASSOCIATES 1695 Avenue of Americas Letter Head New York. N.Y.10023 May3, 19— The Jones Corporation 1234 Seventh Avenue N.W. Inside address Tanpza, Florida 33606 Attention: Mr. James Johnson, Personnel Director Gentlemen (salutation ) Subject: the business letter (subject line ) Main Body of the letter Complimentary close Sincerely yours signed David H.Walker Signature section Sales Manager Enclosure (enclosure notation) Cc Mr. Robert Martin (carbon copy notation) P.S. (postscript ) Section Four Layout of a Business Letter Letter styles BLOCK STYLE Indented style Modified block style Semi-block style 1.Full-block style Every line in the full-block style begins at the left margin (Letter head) (Reference Number) (Date) (Inside Address) (Salutation) (Subject Line) (Body) (Closing) Block style every part of the letter begins at the left margin 2.Indented style (Letterhead) (Reference Number) (Date) (Inside Address) (Salutation) (Body) (Closing Sentence) (Signature) Letter style Indented style The every line of inside name and address are indented(2~3spaces) and the first line of every paragraph within the body of the letter are indented(3~8spaces) 3.Modified block style In this style, paragraphs are not indented. The “Date”, “Complementary Close” and “signature” are aligned slightly past the center of the page, e.g. (P5) Modified block style Heading, close and signature are centered or near to right margin 4.Semiblock style with indented paragraphs This style is similar to the modified block style with one exception: the first sentence of each paragraph is indented 3-6 spaces.(P5-6) Semi-block style the heading, close and signature are centered or on the right corner and paragraphs within the body of the letter are indented Section Five Addressing Envelopes the layout of envelope INTERNATIONAL INSTRUMENT, INC. 209 W. BAIYUN ROAD STAMP GUANGZHOU 510201 CHINA RETURN ADDRESS DELIVERY ADDRESS LOWE’S COMPANY, INC. P.O. BOX 111 NORTH WILKESBORO CONFIDENTIAL NA 28758 USA the layout of envelope Stamp Sender’s Address Receiver’s Address Post notation Order of the address notice: differences between an English address and a Chinese address Name Title (position or department) Company name Street address Town County (or province) country POST NOTATION 1.Private 2.Confidential 3.Registered 4.Express 5.Ordinary Mail 6.Immediate(Urgent) 7.Printed Matter 8.Sample 私人信 机密信 挂号邮件 快递邮件 平信 急件 印刷品 样品 C/O (care of ) INTERNATIONAL INSTRUMENT, INC. 209 W. BAIYUN ROAD GUANGZHOU 510201 CHINA Mr. Park Davis c/o Mr. Harold Wood NORTH WILKESBORO CONFIDENTIAL NY 28758 USA STAMP Kindess of INTERNATIONAL INSTRUMENT, INC. 209 W. BAIYUN ROAD STAMP GUANGZHOU 510201 CHINA Mr. Park Davis (收件人) Kindness of Mr. Harold Wood(转交人) NORTH WILKESBORO CONFIDENTIAL NY 28758 USA 1. Block Style 2. Indented Style Section Six Some Rules of Good Writing 1.Study your reader’s interests (研究读信人的兴趣) 2.Adopt the right tone(使用正确语调、语气) 3.Write naturally and sincerely (书写自然、诚恳) 4.Avoid wordiness (避免拖泥带水、迂回繁冗) 5.Avoid commercial jargon(避免使用过于专业的 行话) 6.Write effectively(写出有效的信函) 7.Avoid monotony(避免千篇一律) 8.Plan your letter(打好草稿) 9.Pay attention to first and last impressions(注意 第一印象和最终印象) 10.Check your letters(检查全文) Check! Is its appearance attractive; is it well laid out ? Is it correctly spelt and properly punctuated? Does is cover all essential points and is the information given correct? Is what I have said clear, concise and courteous? Does it sound natural and sincere? Does it adopt the reader’s point of view and will it be readily understood? Is its general tone right and is it likely to create the impression intended? Is it the kind of letter I should like to receive if I were in the reader’s place? Answer Section Seven Useful Words & Expressions 1.appreciate 感谢 2.ship 装运 3.20 percent discount 20%的折扣 4.latest catalogue 最新目录 5.cash payment 现金支付 6.fill one’s order 执行订单,完成订单 7.remittance 汇付 8.to hear from you 收到你的回信 9.have obtained your name and address from... 从……处获悉贵公司名址;承蒙……的介绍获悉贵公 司名址 10.state-owned enterprise 国有企业 11.business contacts 业务联系,业务关系 12.take the liberty of 冒昧地 13.wish to inform you that ... 希望告知…… 14.in compliance with /as (you) requested 按照(你)方要求 15.to be transferred to…for attention 转交……处理 16.be given to understand that ... 据了解…… 17.fall within the scope of ... 业务范围 18.take this opportunity to do sth. and see if we can ... 借此机会做某事 19.approach sb. for sth. 就某事与某人联系 Thank you!