“We” attitude “You” attitude
We allow 5% discount for cash payment.
You earn a 5% discount when you pay cash.
(1) a. We do not believe that you will have cause for dissatisfaction. (Negative) b. We feel sure that you will entirely get satisfies. (Positive) (2) a. Your order will be delayed for two weeks. ( Negative) b. Your order will be shipped in two weeks. ( Positive)
2.2 Concreteness
Concreteness means being specific, definite and vivid rather than vague, general and abstract. Compare the following sentences:
(1) Poor: Please send us your catalogues on tools. Better: Please send us your catalogues on hand tools. We are particularly interested in hand tools for use in gardening. Reason：A large company may have several catalogues concerning different kinds of tools and is not likely to send all of them. (2) Poor: All offers by fax are valid for 5 days. Better: All offers by fax are valid for 5 days inclusive of the date of dispatch. Reason：The above sentence does not clearly state or account for specific 5 days.
2.4 Conciseness
Conciseness means that it must be written in the fewest possible words.
Compare the following sentences: (1)Poor: We have begun to export our machines to foreign
Better: As requested we immediately contacted our head office in London with the following result.
2.5 Courtesy
Courtesy means treating people with respect and friendly human concern. Business letters must be courteous without being servile, firm and emphatic when necessary without being rude or aggressive.
2.3 Clarity
You must express yourself clearly to make sure that the message conveys exactly what you wish to say and is not liable to misunderstanding. Compare the following sentences: (1) Poor: As to the steamer sailing from Shanghai to New York, we have bimonthly direct services. Better: We have a direct sailing from Shanghai to New York every two months. Better: We have two direct sailings every month from Shanghai to New York. Better: We have a direct sailing from Shanghai to New York fortnightly. (2) Poor: We can supply 60 metric tons of the item only. Better: We can only supply 60 metric tons of the item.
countries.
Better: We have begun to export our machines. (2) Poor: We hereby wish to let you know that we fully
appreciate the confidence you have reposed in our product.
(3) Poor: We have received your letter in which you claimed that ten tea sets were damaged in shipment. Better: We have noticed in your letter that a damage to ten tea sets was found in shipment.
2.1 Completeness A good business letter should be complete, providing all the information and data necessary for a specific issue. Five “Ws” (who, what, where, when and why) and one “h” (how) should be considered to verify the completeness of what you write.
Example:
An order regarding the name of commodity, specification and quantity
"Cellulose Tape 1/2"x 3yds, with plastic dispenser 700 doz./ditto-but 1/2" x 5 yds, 1 000doz.”
Discuss the following questions
1) What are the functions of a business letter? 2) What are the main forms being used in business communication? 3) Why is business writing considered to be one of the most important and valued skills in the business world today? 4) Why is it still necessary to learn how to write business letters when most business communications are now transmitted by faxes and emails?
2.6 Considerateness
Considerateness means you should be considerate of your reader. Considerateness emphasizes You-attitude rather than We-attitude. Compare the following sentences:
Means of Communication
Letter Telephone Fax E-mail Telegram Telex
Return
2 The Principles of Effective Business Writing
The Seven “Cs”
Completeness Concreteness Clarity Conciseness Courtesyห้องสมุดไป่ตู้Considerateness Correctness
“纤素带（幅）宽半英寸，长３码，带塑料包装容器，７0０打；同 上，但（幅）宽宽半英寸，长５码，1 000打。”
Problem: the second part of the sentence is not clear. “ditto” here refers to “cellulose tape”, but does it include “with plastic dispenser”? So it is not clear and complete whether “cellulose tape 1/2”x 5yds”includes plastic dispenser. Better： Cellulose Tape 1/2"x 3yds, with plastic dispenser 700 doz. Cellulose Tape 1/2" x 5yds，with plastic dispenser 1000 doz.
1
As soon as you take one step up the career ladder your effectiveness depends on your ability to communicate your thoughts in writing and in speaking. Peter Drucker