ch1 sction2-Seven Principles of__ the Business Letter Writing.ppt

2. Consideration（体谅） 1)Emphasizing You-attitude rather than We-attitude 2)Focusing on the positive approach e.g.1 “You-attitude”—— You earn 2 percent discount for cash payment “We-attitude”—— We allow 2 percent discount for cash payment e.g.2 “Positive” —— We feel sure that you will be entirely satisfied. “Negative” —— We do not believe you will have cause for dissatisfaction 3. Completeness（完整） A business letter is complete when it contains all the necessary information . A complete business letter can bring the following results: 1)to bring the desired results. 2)to build goodwill between buyer and seller. 3)to help avoid costly lawsuits. to keep business letters complete, we can keep the following guidelines in mind: 1)Write down all the points you wish to cover and then arrange them in logical order. 2)If your letter is a reply, underline those parts which seek for information and answer all the questions asked. 4. Clarity(清楚) The writer must try to express his meaning clearly to make the reader understand it well. How to make the letter clarity: 1) Avoid using the different understanding or unclear meaning words. e.g. As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services. Bimonthly has two meanings: twice a month, or once two months. So the reader will feel puzzled about the meaning. We can rewriting as the followings: 1）We have two direct sailings every month from Hong Kong to San Francisco. 2）We have semimonthly direct sailing from Hong Kong to San Francisco. 3) We have a direct sailing from Hong Kong to San Francisco every two months e.g. We shall be able to supply 10 cases of the item only. 我们仅能供应该商品10箱. We shall be able to supply 10 cases only of the item. 我们仅能供应10箱该商品 The modifier “only” in the above sentences modified two different words, so the two sentences have different meanings. 3) Pay attention to the sentences structure. e.g. We sent you 5 samples yesterday of the goods which you req