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Whytheabilitytowriteeffectivelyisavaluablebusinessasset?
♦Agreatdealofbusinessistransactedinwriting.
♦Effectivebusinesswriterscanpromotegoodrelationswithcustomers,employeesandthegeneralpublic.Thentheycanhelptoincreasetheircompany’ssalesandprofits.
♦Proficiencyinwritinggivesoneapersonaladvantageinbusiness;
andcontributessubstantiallytoone’sself-confidence.
1.2Functionsofbusinesswriting
★Toinform:
youexplainsomethingortellreaderssomething
★Topersuadeorrequest:
youwantthereadertoact.Theword“request”suggeststhattheactionwillbeeasyorroutine;
“persuade“suggeststhatyouwillhavetomotivateandconvincethereaderstoact.
★Toentertain
★Tobuildgoodwill:
youcreateagoodimageofyourselfandofyourorganization-thekindofimagethatmakespeoplewanttodobusinesswithyou.
Mostmessageshavemultiplepurposes.Whenyouansweraquestion,you’reinforming,butyoualsowanttobuildgoodwillbysuggestingthatyou’recompetentandperceptiveandthatyouransweriscorrectandcomplete.Inaclaimsadjustment,whetheryouranswerisyesornot,youwanttosuggestthatthereader’sclaimhasbeengivencarefulconsiderationandthatthedecisionisfair,businesslike,andjustified.
Document
Descriptionofdocument
Purpose(s)ofdocument
Quotation
Lettergivingpriceforaspecificproduct,fabrication(装配),orservice
Inform,buildgoodwill(priceisreasonable)
Claimsadjustment
Lettergrantingordenyingcustomerrequesttobegivencreditfordefectivegoods
Inform,buildgoodwill
Jobdescription
Descriptionofqualificationsanddutiesofeachjob.Usedforperformanceappraisals,settingsalaries,andforhiring
Inform,persuadegoodcandidatestoapply;
buildgoodwill(jobdutiesmatchlevel,pay)
10-Kreport
ReportfiledwiththeSecuritiesandExchangeCommission(SEC)detailingfinancialinformation.
inform
Thank-youletter
Lettertosuppliers,customers,orotherpeoplewhohavehelpedindividualsorthecompany
Buildgoodwill
1.3Criteriaforeffectivebusinesswriting(6C’s):
♦Asuccessfulbusinessmessage:
(1)thereceiverinterpretsthemsgasthesenderintendedit.
(2)itachievesthesender’spurposes.
♦SixC’sprinciples:
Ø
Courtesy:
treatingpeoplewithrespectandfriendlyhumanconcern.
Correctness:
correctgrammar,punctuationandspelling;
choosingthecorrectleveloflanguageandusingaccurateinformationanddata.
Conciseness:
towriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.
Clarity:
shortfamiliarwordsandsimpleshortsentencesarebetter.(yourwritingsaretotallyunderstood)
Concreteness:
vivid,specific,definite
Completeness:
includeallnecessaryinformationanddata
BASICFIVECRITERIA:
1.It’sclear(Clarity).Themeaningthereadergetsisthemeaningthewriterintended.Thereaderdoesn’thavetoguess.
2.It’scomplete(Completeness).Allofthereader’squestionsareanswered.Thereaderhasenoughinformationtoevaluatethemsg.andactonit.
3.It’scorrect(Correctness).Alloftheinformationinthemsg.isaccurate.Themsg.isfreefromerrorsinpunctuation,spelling,grammar,wordorder,andsentencestructure.
4.Itsavesthereader’stime.----(Conciseness)Thestyle,organization,andvisualimpactofthemsg.helpthereadertoread,understand,andactontheinformationasquicklyaspossible.
5.Itbuildsgoodwill.Themsg.presentsapositiveimageofthewriterandhisorherorganization.Ittreatsthereaderasaperson,notanumber.Itcements[tomakearelationshipbetweenpeople,countries,ororganizationsfirmandstrong
cementarelationship/alliance]agoodrelationshipbetweenthewriterandthereader.
1.4Adaptingtomodernchangesinbusinesswriting(communicateeffects)
✧goodwilleffects:
Itisdesirableinletter[formalsomethingthatisdesirableisworthhavingordoing]because:
(1)forbusinessreasons
(2)Itistheeffectmostofuswantinourrelations.
✧othereffects:
sometimesensurethesuccessofbusinessletters.
(1)thetechniquesofpersuasion
(2)techniquesthatemphasizeyourqualification(3)playdowntheunwelcomepart
✧Achievingthedesiredeffects,wecandothefollowing:
✓ConversationalStyle:
warmandnaturallanguage
✓ResistingTendencytoBeFormal:
Thereisamisconceptionthatbigwordsanddifficultwordsarepreferredinbusinessletters.Theyresultedinacoldandunnaturalstyle—donotproducegoodwilleffect.
✓AvoidingtheOldLanguageofBusiness:
coldtone,formallanguageoflawandflowerylanguageofnobility.
E.g.:
Yourletterofthe7thinst(-datedorfmlcommerce-instant(ofthismonth));
Pleasebeadvisedto…;
Whereinyoustateasper(根据)yourletter;
Thankingyouinadvance.
✓You-viewpoint(you-attitude你式写法)---buildinggoodwill:
focusinterestonthereader—forpersuasionandforinfluencingpeoplefavorably—emphasize“you”and“your”,de-emphasize“we”and“our”—notjustusingsecondpronouns,butplacingthereaderinthecenterofthings—Readyourmsg.overasifyouwereinyourreadersshoes.Howwouldyoufeelifyoureceivedit?
—avoidinsincerity,obviouslyflattery,toochummy[friendly亲切的],avoidslang,cliché
s,and“in”jokes[sharedbyorappealingtoasmallgroup(小圈子内)分享的或感兴趣的:
anin-joke一则内部笑话.].—usingitforgoodgoals.
✓AccentonPositiveLanguage:
bestforlettergoals,putthereaderintherightframeofmind;
createthegoodwillatmosphere.
●Youemphasizethepositivewhenyou:
(1)Putpositiveinformationfirst,giveitmorespace,orsetitoffvisuallyinanindented[缩进的]list.
(2)Eliminatenegativewordswheneverpossible.
(3)Focusonwhatispossible,notwhatisimpossible.
✓SinglingOutYourReader:
writeforthereader’sparticularsituation,andthereadergetsindividualtreatment.“Welookforwardtothepossibilityofsendingourexecutivestoyouintheyearsahead.”
✓UsingtheReader’sNames:
Itmakesthereaderfeelthathis/heridentityasindividualisrecognized.---onceortwice,nottoooften.
✓AvoidingAnger:
jeopardizegoodwill—sarcasm,insult,exclamation;
butwhenpositivewordshavenotbroughtdesiredresults,negativewordsmaybejustified.
1.5Basicpatternsofbusinesswriting:
deductively[usingtheknowledgeandinformationyouhaveinordertounderstandorformanopinionaboutsomething]
orinductively[usingknownfactstoproducegeneralprinciples]inductiveargument是总结,归纳。
先举出散例/特征,然后归纳总结。
deductiveargument是给一个总的定义/概念,然后再找实例/原因来support你的theme(中心思想)
Thesecanelicittheresponseoraction:
✧1.directnessingood-newsandroutinemessages:
✐Beginwiththemainidea(presentgood-newsorroutineinformation);
✐Followedbysupportingdetails;
✐Endwithgoodwill
✧2.indirectnessinbad-newsmessages:
✐abuffer
✐reasonssupportingthenegativedecision
✐aclear,diplomaticstatementofthenegativedecision
✐ahelpful,friendly,andpositiveclose.
✧3.indirectnessinpersuasion
✐Openwithwordsthatsetupstrategy–needsandappeals,emotion,logicandcredibility,andgainattention.
✐Presentthestrategy(persuasion)—usingpersuasivelanguageandyou-viewpoint
✐Endtheletterbydescribingpreciselywhatyouwouldliketohappen,restatinghowtheaudiencewillbenefitbyactingasyouwishandmakingactioneasytotake.
1.6Pairwork-questionsforcomprehension
1.7Groupdiscussion-sampleanalysis
1.8Practice
VIAssessment
Exercisesinthetextbook
补充专题:
Mainpointisburied
Gentlemen:
Whatinformation?
Pleasebeadvisedthatuponreviewingyourcreditfilewithuswefindtheinformationhereinoutdated.Inanefforttoexpeditethehandlingofyourfutureorderswithus,andtoallowustoopenanappropriatelineofcreditforyourcompany,weaskthatyousendanupdatedlistofvendorreferences.Anyotheradditionalfinancialinformationthatyoucansupplywouldbetobothofourbenefits.
Proveit!
Maywehearfromyousoon?
⏹Clarity:
Say
Don’tsay
Big
Substantial
Toissue
Topromulgate
Home,house
Domicile
Pay
Remuneration
Use
Utilize
About
Circa
For
Forthepurposeof
During
Duringtheyearof
Need
Haveneedfor
Often
Inmanycases
Because
Duetothefactthat
Since
Forthereasonthat
Economical
Wordy
Willupleasereturntheenclosedcardandarrangeaconvenienttimeforaninterview?
AtthistimeIamwritingtoyoutoenclosethepostpaidappointmentcardforthepurposeofarrangingaconvenienttimewhenwemightgettogetherforapersonalinterview.
IamwritingabouttheRussellaccounttolistpotentialissuesbeforetheclient’svisit.
IamwritinginordertolistthepotentialissuesinregardtotheRussellaccountinadvanceoftheclient’svisit.
Concrete
General
Thesebreaksstopa2-toncar,traveling60milesanhour,within240feet.
Thesebreaksstopacarwithinashortdistance.
Thiscomputertypes1,000personalized150-wordcampaignlettersinonehour.
Thiscomputerreproducescampaignlettersfast.
⏹You-attitude
Puttingwhatyouwanttosayinyou-attitudeisacrucialstepbothinthinkingaboutthereader’sneedsandincommunicatingyourconcerntothereader.
H