写信的原则

Ⅱ. Writing Principles of the Business Letter
     写信的原则
(1) Courtesy 礼貌

     Courtesy is not mere¹ politeness. It stems from a sincere You-attitude.
     Compare:
     (Polite)
     We have received with many thanks your letter of Oct. 7, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a special offer which we have made in it.
     (Courteous²)
     You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct. 7.
     In order to make a business letter courteous, try to avoid irritating, offensive, or belittling³ statements. To answer letters promptly⁴ is also a matter of courtesy.

(2) Consideration 体谅

     Consideration emphasizes (You-attitude) rather than (We-attitude). When writing a letter keep the reader's request, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to receive.
     The following points are necessary for writing a letter to embody⁵ consideration:

     a. You-attitude
     Compare:
     We-attitude
     We allow 2 percent discount for cash payment.
     We won't be able to send you the brochure this month.
     You-attitude
     You earn 2 percent discount when you pay cash.
     We will send you the brochure next month.

     b. Focus on the positive approach
     Compare:
     (Positive)
     We feel sure that you will be entirely⁶ satisfied.
     (Negative)
     We do not believe you will have cause for dissatisfaction.
     (Positive)
     Perhaps next time we can send you what you require.
     (Negative)
     We regret our inability to serve you at this time.

(3) Completeness 完整

     A business letter should include all the necessary information. It is essential to check the message carefully before it is sent out.

(4) Clarity 清楚

     The writer must try to express his meaning clearly so that the reader will understand it well. To achieve this, he should try to:

     Avoid using the words which have different understanding or unclear meaning.

e.g. As to the steamers sailing from Hong Kong to San Francisco, we have (bimonthly) direct services.
     The word "bimonthly" has two meanings: twice a month, or once two months. The reader will feel puzzled about the meaning.
     (Rewriting):

     a. We have two direct sailings every month from Hong Kong to San Francisco.
     b. We have semimonthly direct sailing from Hong Kong to San Francisco.
     c. We have a direct sailing from Hong Kong to San Francisco every two months.

     Pay attention to the position of the modifiers.

e.g. a. We shall be able to supply 10 cases of the item (only).
     b. We shall be able to supply 10 cases (only) of the item.
     The modifier "only" in the above sentences modified two different words, so the two sentences have different meanings.

     Pay attention to the sentence structure.
     Compare:

e.g. a. We sent you 5 samples yesterday of the goods which you requested in your letter of May 25 by air.
     b. We sent you, by air, 5 samples of the goods which you requested in your letter of May 25 yesterday.

     Paragraph carefully and properly.
     Commercial letters should be clear and tidy, easy to understand the content. So a writer should paragraph a letter carefully and properly. One paragraph for each point is a good general rule.

(5) Conciseness⁸ 简洁

     That is using concise⁷ sentences and fewest words, without losing completeness and courtesy, to explain the meaning of a letter clearly.
     The following are the methods of making a letter concise:

     Avoid using wordy expressions.
     wordy: We wish to acknowledge receipt of your letter….
     concise: We appreciate your letter….
     wordy: Enclosed herewith please find two copies of….
     concise: We enclose two copies of….

     Avoid unnecessary repetition.
     Will you ship us any time during the month of December, or even November if you are rushed, for November would suit us just as well.
     (Rewriting)
     Please ship us by the end of November.

     Using short sentences, simple words and clear explanations:

     a. Use a word to replace a phrase:

     enclosed herewith enclosed
     at this time now
     due to the fact that because
     a draft in the amount of $1,000 a draft for $1,000

     b. Use a phrase to replace a sentence.

     Please don't hesitate to call upon us.
     Please write us.
     Please see that an enquiry is conducted to determine the reason.
     Please find out the reason.

     c. Use words to replace clauses:

     We require full-automatic washing machine which is of the new type.
     We require new-type full-automatic washing machine.

     Avoid padded expressions:

     (It should be noted¹⁰ that) this is the best we can do.
     (For your information) we enclose a catalogue.
     (Please be advised that) we have received your invoice¹¹.

     Using subject line flexibly and properly:

     Using subject line properly and flexibly can cancel the same content in the opening sentence of a letter.

(6) Concreteness 具体

     Make the message specific, definite and vivid.
     Compare:
     ST858L 5-Band Stereo Radio Cassette Recorder is of full functions.
     (Rewriting)
     ST858L 5-Band Stereo Radio Cassette Recorder can delivers superb FM/MW/LW/SW1/SW2/FM Stereo band reception. Full auto-stop and automatic quick program search (AQPS system).
     We have drawn¹² on you as usual under your L/C.
     (Rewriting)
     We have drawn on you our sight draft No. 845 for the Invoice amount, US $560.00, under your L/C No. 246 of the China Bank.

(7) Correctness 正确

     Correctness refers not only to correct usage of grammer, punctuation¹³ and spelling, but also to standard language, proper statement, accurate figures as well as the correct understanding of commercial jargons¹⁴.

     Grammar mistakes often occurred in business writing.

     a. with pronouns.
     Our competitors' prices are 2-3% lower than (us) (ours).

     b. with verbs.
     It is one of the machines that was (were) delivered last week.

     c. With conjunctions.
     This fridge not only is attractive (is attractive not only) in proper price, but also in good quality.

     d. with subjects.
     While studying the report, the telephone rang.
     (Rewriting)
     While I was studying the report, the telephone rang.
     Depositing money with us, our bank can pay you high dividends¹⁵.
     (Rewriting)
     Depositing money with us, you earn high dividends.

     Avoid using overstatements.
     It is the lowest price available to you.
     (Rewriting)
     It is the lowest price that we can offer you now.
     We are well-established exporters of all kinds of goods made in Sweden.
     (Rewriting)
     We are well-established exporters of Swedish sundry¹⁶ goods, such as Toys, Buttons and Stationary¹⁷.

     Accurate numbers.
     5% up to 10% both inclusive
     up to $40 inclusive
     on or after July 10
     from the 1st to 15th of March both inclusive
     for five days exclusive of the day of despatch¹⁸.
     for 15 days exclusive of Sundays
     Stg. $445.00 (Four Hundred and Forty-five pounds Sterling¹⁹ only)
     ￡15.01 (Fifteen Pounds and One penny)
     US $450.00 (say US Dollars Four hundred and Fifty only) or (Four Hundred and Fifty Dollars U.S. Currency) or (Four Hundred Fifty & 00/100 United States Dollars)
     5ft. 10in (five feet ten inches)

     1'5" × 2' × 31/2" (one foot five inches wide, two feet long, and three inches and a half thick (high))
     1/4" pipe (pipe measuring 1/4 inch)
     120 sq. ft. (120 square feet)
     40c. ft. (40 cubic feet)
     28" × 30yds. (28 inches in width, 30 yards in length)

     Capital letters
     Business correspondence has its special capital letter writing regulations besides the ordinary rules.

     a. North, South, East, West
     When they are used for districts or areas but not for orientations²⁰:

     South-West Africa
     North America
     West Europe

     b. The name and the brand of a commodity
     "Great Wall" Electric Fan
     "Three Stars" Calf²¹ Shoes
     Chinese Cotton Piece Goods

     c. The name of documents
     Price List
     Letter of Credit
     Catalog E-35
     Order No. 123

     d. The name of the transportation tools
     the S.S. "Merry Captain"
     the S.S. "Lucky Prince"
     the m.v. "East Wind"
     the m.v. "Silver River"

     Exercises

1. Arrange the following in the form of a letter:

     (1) Sender's name: Shaanxi Machinery²² & Equipment Imp⁹. & Exp. Corporation.
     (2) Sender's address: 29 Changle Zhong Road, Xi'an, China
     (3) Sender's telephone: [phone]
     (4) Sender's telex²³: 70105 MAIEC CN
     (5) Sender's fax: [phone]
     (6) Date: …
     (7) Receiver's name: The Pakistan Trading Company
     (8) Receiver's address: 15 Broad Street Karachi, Pakistan
     (9) Attention Line: Export Dept.
     (10) Salutation: Dear Sirs
     (11) Subject line: …
     (12) Message: …
     (13) Complimentary²⁴ close: …
     (14) Signature: …

2. Address an envelope for the above letter.
    

1 mere   

adj.纯粹的；仅仅，只不过

参考例句：

• That is a mere repetition of what you said before.那不过是重复了你以前讲的话。
• It's a mere waste of time waiting any longer.再等下去纯粹是浪费时间。

2 courteous   

adj.彬彬有礼的，客气的

参考例句：

• Although she often disagreed with me,she was always courteous.尽管她常常和我意见不一，但她总是很谦恭有礼。
• He was a kind and courteous man.他为人友善，而且彬彬有礼。

3 belittling   

使显得微小，轻视，贬低( belittle的现在分词 )

参考例句：

• We must be realistic in our self-estimation, neither being conceited nor belittling ourselves. 我们对自己的估计应该实事求是， 不要自高自大，也不要妄自菲薄。
• I find it belittling to be criticized by someone so much younger than me. 有个比我年轻许多的人批评了我，我觉得是小看了我。

4 promptly   

adv.及时地，敏捷地

参考例句：

• He paid the money back promptly.他立即还了钱。
• She promptly seized the opportunity his absence gave her.她立即抓住了因他不在场给她创造的机会。

5 embody   

vt.具体表达，使具体化；包含，收录

参考例句：

• The latest locomotives embody many new features. 这些最新的机车具有许多新的特色。
• Hemingway's characters plainly embody his own values and view of life.海明威笔下的角色明确反映出他自己的价值观与人生观。

6 entirely   

ad.全部地，完整地；完全地，彻底地

参考例句：

• The fire was entirely caused by their neglect of duty. 那场火灾完全是由于他们失职而引起的。
• His life was entirely given up to the educational work. 他的一生统统献给了教育工作。

7 concise   

adj.简洁的，简明的

参考例句：

• The explanation in this dictionary is concise and to the point.这部词典里的释义简明扼要。
• I gave a concise answer about this.我对于此事给了一个简要的答复。

8 conciseness   

n.简洁，简短

参考例句：

• Conciseness is served when the sentence is so corrected. 句子这样一改就简洁了。
• The topics of Diction section include Conciseness, Repetition Simple Words, and etc. 字法单元的主题包括简洁、重复、简单的字等等。

9 imp   

n.顽童

参考例句：

• What a little imp you are!你这个淘气包！
• There's a little imp always running with him.他总有一个小鬼跟着。

10 noted   

adj.著名的，知名的

参考例句：

• The local hotel is noted for its good table.当地的那家酒店以餐食精美而著称。
• Jim is noted for arriving late for work.吉姆上班迟到出了名。

11 invoice   

vt.开发票；n.发票，装货清单

参考例句：

• The seller has to issue a tax invoice.销售者必须开具税务发票。
• We will then send you an invoice for the total course fees.然后我们会把全部课程费用的发票寄给你。

12 drawn   

v.拖，拉，拔出；adj.憔悴的，紧张的

参考例句：

• All the characters in the story are drawn from life.故事中的所有人物都取材于生活。
• Her gaze was drawn irresistibly to the scene outside.她的目光禁不住被外面的风景所吸引。

13 punctuation   

n.标点符号，标点法

参考例句：

• My son's punctuation is terrible.我儿子的标点符号很糟糕。
• A piece of writing without any punctuation is difficult to understand.一篇没有任何标点符号的文章是很难懂的。

14 jargons   

n.行话，黑话，隐语( jargon的名词复数 )

参考例句：

• Doctors, actors and sailors have jargons. 医生、演员和水手都有自己的行话。 来自《简明英汉词典》
• The chief objection to the essay is its inappropriate use of special jargons. 这篇文章的主要缺点是专门术语用得不当。 来自辞典例句

15 dividends   

红利( dividend的名词复数 )； 股息； 被除数； （足球彩票的）彩金

参考例句：

• Nothing pays richer dividends than magnanimity. 没有什么比宽宏大量更能得到厚报。
• Their decision five years ago to computerise the company is now paying dividends. 五年前他们作出的使公司电脑化的决定现在正产生出效益。

16 sundry   

adj.各式各样的，种种的

参考例句：

• This cream can be used to treat sundry minor injuries.这种药膏可用来治各种轻伤。
• We can see the rich man on sundry occasions.我们能在各种场合见到那个富豪。

17 stationary   

adj.固定的，静止不动的

参考例句：

• A stationary object is easy to be aimed at.一个静止不动的物体是容易瞄准的。
• Wait until the bus is stationary before you get off.你要等公共汽车停稳了再下车。

18 despatch   

n./v.(dispatch)派遣；发送；n.急件；新闻报道

参考例句：

• The despatch of the task force is purely a contingency measure.派出特遣部队纯粹是应急之举。
• He rushed the despatch through to headquarters.他把急件赶送到总部。

19 sterling   

adj.英币的(纯粹的，货真价实的)；n.英国货币(英镑)

参考例句：

• Could you tell me the current rate for sterling, please?能否请您告诉我现行英国货币的兑换率？
• Sterling has recently been strong,which will help to abate inflationary pressures.英国货币最近非常坚挺，这有助于减轻通胀压力。

20 orientations   

n.方向( orientation的名词复数 )；定位；（任职等前的）培训；环境判定

参考例句：

• Welfare comparisons are also hindered by differences in orientations among economic systems. 经济制度之间倾向性的差别也会妨碍福利的比较。 来自辞典例句
• Their different value orientations led to different results in literary creation. 价值取向的分野亦导致了不同的创作局面。 来自互联网

21 calf   

n.小牛，犊，幼仔，小牛皮

参考例句：

• The cow slinked its calf.那头母牛早产了一头小牛犊。
• The calf blared for its mother.牛犊哞哞地高声叫喊找妈妈。

22 machinery   

n.(总称)机械，机器；机构

参考例句：

• Has the machinery been put up ready for the broadcast?广播器材安装完毕了吗？
• Machinery ought to be well maintained all the time.机器应该随时注意维护。

23 telex   

n.用户电报，直通专用电传

参考例句：

• I shall send you the information by telex.我将用电传把这一信息给你传来。
• He rushed in with an urgent telex from Hong Kong.他手里拿着一份香港发来的紧急电传冲了进来。

24 complimentary   

adj.赠送的，免费的，赞美的，恭维的

参考例句：

• She made some highly complimentary remarks about their school.她对他们的学校给予高度的评价。
• The supermarket operates a complimentary shuttle service.这家超市提供免费购物班车。