Chapter 1 Introduction to Business Writing
I Teaching Objectives: Students will be able to
1. Learn the functions and basic pattern of business writing; 2. Aware the criteria for effective business writing;
3. Master the effects of information-communication in business writing. 4. Learn the basic patterns of business writing
II Contents: 1 Topic: An Overview of Business Writing 2 Key words: functions criteria effects patterns
3 Function: Understand why practical writing is so important and what business writing is.
III Procedure: 1.1 Introduction
Q: Why the ability to write effectively is a valuable business asset?
? A great deal of business is transacted in writing.
? Effective business writers can promote good relations with customers, employees and the general public. Then they can help to increase their company‘s sales and profits.
? Proficiency in writing gives one a personal advantage in business; and contributes substantially to one‘s self-confidence.
1.2 Functions of business writing
? To inform: you explain something or tell readers something
? To persuade or request: you want the reader to act. The word ―request‖ suggests that the action will be
easy or routine; ―persuade ―suggests that you will have to motivate and convince the readers to act. ? To entertain
? To build goodwill: you create a good image of yourself and of your organization- the kind of image that
makes people want to do business with you.
Most messages have multiple purposes. When you answer a question, you‘re informing, but you also want to build goodwill by suggesting that you‘re competent and perceptive and that your answer is correct and complete. In a claims adjustment, whether your answer is yes or not, you want to suggest that the reader‘s claim has been given careful consideration and that the decision is fair, businesslike, and justified. Document Quotation Claims adjustment Description of document Purpose(s) of document Letter giving price for a specific Inform，build goodwill (price is reasonable) product, fabrication(装配), or service Letter granting or denying customer Inform, build goodwill request to be given credit for defective 1
goods Job description Description of qualifications and duties Inform, persuade good of each job. Used for performance candidates to apply; build appraisals, setting salaries, and for hiring goodwill (job duties match level, pay) 10-K report Report filed with the Securities and inform Exchange Commission (SEC) detailing financial information. Letter to suppliers, customers, or other Build goodwill people who have helped individuals or the company Thank-you letter
1.3 Criteria for effective business writing (6 C‘s):
? A successful business message: (1) the receiver interprets the msg as the sender intended it. (2) it achieves the sender‘s purposes. ? Six C‘s principles:
? Courtesy: treating people with respect and friendly human concern.
? Correctness: correct grammar, punctuation and spelling; choosing the correct level of language and
using accurate information and data.
? Conciseness: to write in the fewest possible words without sacrificing completeness and courtesy.
? Clarity: short familiar words and simple short sentences are better.(your writings are totally understood) ? Concreteness: vivid, specific, definite
? Completeness: include all necessary information and data
BASIC FIVE CRITERIA:
1. It‘s clear (Clarity). The meaning the reader gets is the meaning the writer intended. The reader doesn‘t have to guess.
2. It‘s complete (Completeness). All of the reader‘s questions are answered. The reader has enough information to evaluate the msg. and act on it.
3. It‘s correct (Correctness). All of the information in the msg. is accurate. The msg. is free from errors in punctuation, spelling, grammar, word order, and sentence structure.
4. It saves the reader‘s time.---- (Conciseness) The style, organization, and visual impact of the msg. help the reader to read, understand, and act on the information as quickly as possible.
5. It builds goodwill. The msg. presents a positive image of the writer and his or her organization. It treats the reader as a person, not a number. It cements [to make a relationship between people, countries, or
organizations firm and strong
cement a relationship/alliance]a good relationship between the writer and the reader.
1.4 Adapting to modern changes in business writing (communicate effects)
? goodwill effects: It is desirable in letter[formal something that is desirable is worth having or doing]because: (1)
for business reasons (2)It is the effect most of us want in our relations.
? other effects: sometimes ensure the success of business letters.(1)the techniques of persuasion
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(2)techniques that emphasize your qualification (3) play down the unwelcome part ? Achieving the desired effects, we can do the following:
? Conversational Style: warm and natural language
? Resisting Tendency to Be Formal: There is a misconception that big words and difficult words are
preferred in business letters. They resulted in a cold and unnatural style—do not produce goodwill effect.
? Avoiding the Old Language of Business: cold tone, formal language of law and flowery language of
nobility.
E.g.: Your letter of the 7th inst (-dated or fml commerce-instant (of this month)); Please be advised to…;
Wherein you state as per (根据) your letter; Thanking you in advance.
? You-viewpoint (you-attitude你式写法)---building goodwill: focus interest on the reader—for
persuasion and for influencing people favorably—emphasize ―you‖ and ―your‖, de-emphasize ―we‖ and ―our‖—not just using second pronouns, but placing the reader in the center of things—Read your msg. over as if you were in your readers shoes. How would you feel if you received it?—avoid insincerity, obviously flattery, too chummy [friendly亲切的], avoid slang, clichés, and ―in‖ jokes[shared by or appealing to a small group （小圈子内）分享的或感兴趣的: an in-joke 一则内部笑话.].—using it for good goals.
? Accent on Positive Language: best for letter goals, put the reader in the right frame of mind; create
the goodwill atmosphere.
? You emphasize the positive when you:
(1) Put positive information first, give it more space, or set it off visually in an indented[缩进的] list.
(2) Eliminate negative words whenever possible. (3) Focus on what is possible, not what is impossible.
? Singling Out Your Reader: write for the reader‘s particular situation, and the reader gets individual
treatment. ―We look forward to the possibility of sending our executives to you in the years ahead.‖ ? Using the Reader‘s Names: It makes the reader feel that his/her identity as individual is
recognized.---once or twice, not too often.
? Avoiding Anger: jeopardize goodwill—sarcasm, insult, exclamation; but when positive words have
not brought desired results, negative words may be justified.
1.5 Basic patterns of business writing:
deductively[using the knowledge and information you have in order to understand or form an opinion about something] or inductively[using known facts to produce general principles] inductive argument是总结，归纳。先举出散例/特征，
然后归纳总结。deductive argument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）
These can elicit the response or action:
? 1. directness in good-news and routine messages:
? Begin with the main idea(present good-news or routine information); ? Followed by supporting details; ? End with goodwill
? 2. indirectness in bad-news messages:
? a buffer
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? reasons supporting the negative decision
? a clear, diplomatic statement of the negative decision ? a helpful, friendly, and positive close. ? 3. indirectness in persuasion
? Open with words that set up strategy – needs and appeals, emotion, logic and credibility, and gain
attention.
? Present the strategy (persuasion)—using persuasive language and you-viewpoint
? End the letter by describing precisely what you would like to happen, restating how the audience
will benefit by acting as you wish and making action easy to take.
1.6 Pair work- questions for comprehension 1.7 Group discussion- sample analysis 1.8 Practice VI Assessment Exercises in the textbook
补充专题： Gentlemen: Please be advised that upon reviewing your credit file with us we find the information herein outdated. In an effort to expedite the handling of your future orders with us, and to allow us to open an appropriate line of credit for your company, we ask that you send an updated list of vendor references. Any other additional financial information that you can supply would be to both of our benefits. What information? Prove it! May we hear from you soon?
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