PART Ⅰ
LEAD-IN OF BUSINESS LETTER WRITING

UNIT 1
Fundamentals of Business Letter Writing

In today's highly developed and toughly competitive society, communication between individuals and groups has become increasingly frequent and more important. It serves to convey information, to express ideas or to exchange feelings.

Business communication refers to all the messages that are sent and received for business purposes. Messages can be transmitted either in oral media（such as face-to-face talk, communication through telephone, voice mail, teleconference）or in written and electronic correspondence. Compared with oral communication, written forms can secure more complete understanding between the parties concerned and be kept permanently as a record of each transaction. There are many types of written communication such as letter, e-mail, fax, memo, etc.

Business letters（mainly refer to electronic business letters）are the principle means used by firms to keep in touch with their trading partners. Effective business letter writers can help increase their company's sales and profits by establishing good relations with other companies. In addition, proficiency in business letter writing may help the writer gain more self-confidence and more success in business.

To write an effective international business letter, one needs to have a good command of English and the knowledge concerning business theory, trade terms, psychology and skills in salesmanship.

Ⅰ. Principles of Writing Business Letters

A good business letter leaves a good impression on the reader and brings about more business opportunities. There are seven principles which can be summed up as 7C's, i.e. Clarity, Courtesy, Concreteness, Correctness, Conciseness, Completeness and Consideration.

1. Clarity

The writer should express his ideas and requirements clearly by distinct and understandable wording so that it can not be misunderstood. An ambiguous point in a letter may cause trouble to both sides, and further exchange of letters for explanation will become inevitable. Therefore, when you are sure about what you want to say, say it in simple and common words in a straightforward tone.

2. Courtesy

First, Courtesy means promptness in replying a coming letter. Punctuality will please your customer who dislikes waiting for days before he gets a reply to his letter. The sooner you can reply, the better. It is a usual practice to reply within 48 hours.

Second, Courtesy means trying to solve problems in a polite way. When writing to your correspondent, it is necessary for you to be sincere, thoughtful and appreciative.

3. Concreteness

Business letter writing should be specific and definite rather than general and abstract, especially when the writer is requiring a response, solving problems, making an offer or acceptance, etc. You need to use specific facts, definite figures and time to stress concreteness.

4. Correctness

Correctness refers not only to the correct usage of grammar, punctuation and spelling, but also to the standard language, proper statement as well as the correct understanding of commercial jargons. In addition, you should be careful especially when you are giving information regarding dates, specifications, prices, quantities, discounts, commissions, units and figures, etc. A minor mistake in these respects sometimes will lead to the result of your making no profit or even losing out.

5. Conciseness

Conciseness refers to the usage of the fewest possible words to express your ideas. On the one hand, you should avoid the wordy statement, but use short words and sentences, so don't write those unnecessary words, expressions and sentences. On the other hand, you should avoid those out-of-date words or jargons. Sometimes you need to write a long letter, write it in paragraphs. A paragraph for each point is a good rule.

6. Completeness

A good business letter should include all the necessary information and data to convey the message in detail to the readers and answer all the questions and requirements put forward by the readers. An incomplete message may lead to increased communication costs. Besides, it is considered complete when all necessary elements are included such as the letter-head, date, inside name and address, salutation, body, complimentary close and signature, etc. The incomplete information will fail to enable the tradesmen to seize the business opportunities.

7. Consideration

Consideration emphasizes that the writer should focus on you-attitude instead of we-attitude. When writing a business letter, keep the reader's request, desire and his feeling in mind. You need to put yourself in the reader's shoes, look at things from the reader's point of view, understand the reader's problems, emphasize the reader's benefits and take the positive attitude.

Ⅱ. Components of Business Letters

When writing a business letter, you need to follow a standardized layout. Generally speaking, a business letter should consist of the following seven principal parts: the letter-head, date, inside name and address, salutation, body, complimentary close, and signature. Depending on the type of the letter, some optional parts may also be included.

1. Indispensable Parts

(1) Letter-head

Letter-head is always placed on the top of a letter. It gives information about the writer's company—name, postal address, telephone number, fax number, website and e-mail address. It helps the reader to identify and know how to get in touch with the writer, and it is usually printed on the top of a letter paper.

Sample of a letter-head:

(2) Date

The date refers to the accurate year, month and day to write the letter. It is usually typed one or two lines below the last line of the letter-head. Please pay attention to the following key points when writing the date:

There are different ways in writing the date depending on the writer's taste such as:

25th Dec. 2015

Dec. 25th, 2015

25 Dec. 2015

Dec. 25, 2015

In the first three cases, a comma may or may not be used between the month or the day and the year. But in the last case, a comma must be used to separate the day and the year.

Don't write a date in figures such as 7/6/2015 which may cause confusion. In USA, it would mean July 6, but in UK, it would mean 7th June.

(3) Inside Name and Address

Inside Name and Address refers to the receiver's information which is usually put at the upper left-hand of the sheet, starting two or three lines below the last line of the letter-head. The information usually includes:

① Receiver's name and title;

② Company name;

③ The specific address and post-code of the company.

(4) Salutation

Salutation is the greeting with which every letter begins. It depends on the writer-correspondent relationship of the letter.

① If the two sides are of close relationship and know each other, use that person's courtesy title and last name, e.g. “Dear Mr. Smith”, or “Dear Mrs. /Miss Jones”, and even “Dear John”. Sometimes some special titles may be used as the salutation. e.g. “Dear Prof. Park”, or “Dear Dr. Clinton”.

② If the two sides are new friends and don't know each other, use such salutations as “Dear Sir”, “Dear Sirs”, “Dear Sir or Madam”, or “To Whom It May Concern”. But the Americans usually use “Gentlemen” instead of “Dear Sirs”.

NOTE 1: You can not use: SIRS or GENTLEMAN

NOTE 2: In American letters a colon is placed after the salutation, while in British letters a comma is added such as:

Dear Mr. Zhang:（American style）

Dear Mr. Zhang,（British style）

(5) Body of the Letter

This is the most important part in a letter. The message is written to convey some information to the recipient. Before you begin to write, you need consider the following two points:

What is the purpose of writing this letter?

What is the best way to present the letter?

The body of the letter generally consists of the following parts:

① Opening or Introduction

The opening is actually the background of a letter. It indicates the referring letter, contract or Letter of Credit to which response will be made.

② Details

Details refer to the problems or requirements, etc., which will be put forth by the letter.

③ Close

Close refers to a short ending which must be made politely. It is of vital importance to keep friendly relations between the two sides since business development is hindered by a discourteous letter close.

(6) Complimentary Close

Complimentary close is a polite way to bring the letter to a courteous ending. The following expressions are the complimentary closes which people most commonly use in business letters:

(7) Signature

The signature is the signed name writing the letter or that of the company the writer represents. It usually consists of the following contents:

① The name of the company that the writer represents;

② Manual signature of the writer;

③ Typed name of the writer;

④ The writer's job title.

Please note that manual signature should be in black or blue ink. The name should be written out in full, as initials may be misleading or confusing.

For instance，

Shanghai A & A Imp & Exp Corp

James Wong

Manager

2. Optional Parts

The above-mentioned seven parts are indispensable for a business letter. Depending on different purposes, a letter may include one or more of the following parts.

(1) Reference Number

Reference numbers allow replies to be linked with earlier correspondence and ensure that they reach the right person or department without delay. It's used to avoid confusion and inconvenience in handling letters. Reference numbers are used in the following three ways:

① A reference number is usually given after the letter-head and written as “Our ref.” or “Your ref.”

② The reference may form part of the first paragraph of the reply letter. e.g.

Thank you for your letter, reference US001, of 6 July…

③ The reference may appear as a subject heading. e.g.

Dear Sir，

Your Ref: US001, of 6 July

Thank you for your letter of 4 May.

(2) The Attention Line

The attention line is usually used when the writer of a letter wants the letter to be handled by a specific individual or section of the firm. It is often underlined, typed in capitals between the inside name and address and the salutation. You can use such expressions as “Attention:”, “Attention of”, or “For the Attention of”. For example:

ATTENTION: DR. BLAKE WOOD

Or Attention: Dr. Blake Wood

(3) Subject Heading

People usually use a brief phrase for a subject heading to define what the letter is going to talk about. It can be either placed under the salutation or above it. There are two types of headings: a main heading and paragraph headings.

①Main Heading

Main heading usually consists of the key words or wording of the letter which are typed below the salutation and are usually underlined. e.g.

Re: Your L/C No. AC100

②Paragraph Heading

Paragraph heading is placed at the beginning of each paragraph to show what subject this paragraph is dealing with.

For example:

PACKING TERMS: The goods are to be packed in drums, lined with soft materials, each containing 60 small boxes.

PAYMENT TERMS: Our usual terms of payment are D/P at sight or T/T.

SHIPMENT TERMS: Shipment should be effected before the end of March.

Transshipment and partial shipments are not allowed.

(4) Identification Marks

The identification marks are made up of the initials of the person who dictated the letter and those of the secretary or typist. The initials usually are in capital letters, and the two parts are separated by a colon or a slant. For example:

WL/be WL: be

(5) Enclosures

Enclosure is something that is sent together with the letter or e-mail, etc. If an enclosure or attachment accompanies the letter, type the word “Enclosure” or shortened “Enc.” or “Encl.” in the bottom left-hand. If more than one copy is enclosed, you'd better give the figure indicating the number of enclosures. Here are examples:

Enclosure

Enc. 1: 3 price lists and 1 catalogue

Enc. 2: Packing list in duplicate

(6) Carbon Copy

Carbon copy means a letter or an e-mail will be sent to another relevant person or organization. There are two types of carbon copy notations. The first is indicated by “cc” and the “cc:” is followed by the name of the persons who will receive copies of the letters. The second type of copy notation is specified on the copy only by the abbreviation “bcc”（blind carbon copy）and the recipient's name. For this type, no one other than the recipient of the “bcc” and you will know he or she has received a copy of the letter.

Notations usually appear like this in letters:

cc the sales manager

bcc Mr. Edward Clinton

(7) Postscripts

A postscript may be used in the following situations:

① It is an afterthought as a sign of poor planning in formal letters or the writer has forgotten something in a letter written manually, but this point has been meaningless nowadays since most of the letters are typed.

② Some executives occasionally add a postscript in pen and ink to add a personal touch to the typewritten letter.

③ Writers of sales letters often withhold one last convincing argument for emphatic inclusion in a postscript.

Examples:

P.S. …to see you at the Annual Sales Meeting on May 12.

P.S. This kind of furniture sells fast. It enjoyed the greatest popularity in a customer evaluation in May 2015.

The following example illustrates how a letter is customarily arranged. Please pay attention to the place of each element relative to the others. The italic parts are optional depending on the purpose of your letter.

Ⅲ. Letter Styles

The following three paragraphs are three popular styles for business letters. However, whichever the form you use, you should always keep a proper margin for your letter which will make your letter more effective.

1. Indented Style（缩进式）

For an indented style, the second and the succeeding lines of the inside name and address should be indented 3 or 5 spaces. So does the first line of each paragraph in the body of the letter. Letter-2（1）in Unit 2 is written in this style．封内名址从第二行开始以及正文每一段的第一行向内缩进三至五格。

2. Blocked Style（齐头式）

For a blocked style, each line should be written from the left margin in block. But usually the letter-head can be centered. There are one or two line spaces between paragraphs. This style is more popular for it helps to give the letter a more balanced appearance and makes it easier to type. Letter-2（2）in Unit 2 is written in blocked style．除了信头通常已印制于信纸的中央顶端外，其他各行都从最左端开始。

3. Semi-blocked Style（半齐头式/混合式）

Semi-blocked style combines the features of the above two styles. The inside name and address uses blocked style, while the first line of each paragraph in the body of the letter uses indented style, or vice versa. Letter-2（3）in Unit 2 is written in semi-blocked style.

Ⅳ. Envelope Addressing

1. Principles for Envelope Addressing

There are several principles for envelope addressing:

First, it calls for accuracy, legibility and good appearance.

Second, sender's name and address are written at the left-hand top of the envelope, while the receiver's name and address are approximately centered on the cover of the envelope.

Third, no punctuation marks are used on the envelope.

Remember to use the correspondent's full name and address so that the letter can be sent to the right place and person. Besides, the usual size of the envelope is 22cm ×11cm.

2. Style for Envelope Addressing

The address on the envelope can be written in two forms: the blocked form and indented form. The content and style should conform to the inside name and address.

(1) Blocked Style

(2) Indented Style

3. Other Points Which Should Be Noted for Envelope Addressing

Envelope addressing calls for special adding in the following situations:

（1）If a letter is forwarded through a middleman instead of mailing to a person directly, write his name below the addressee's name with the following words as “Kindness of”, “By courtesy of”, “By favor of” or “With favor of” in front of it. e.g.

Mr. Edward Kahen

Name of the recipient

Kindness of Ms. Helen Zhang

Name of the middleman

（2）If a letter is mailed to a middleman who will then forward it to the recipient, such word as “C/O” followed by the name and address of the middleman should be included. e.g.

Mr. Vivian Stone

Name of the recipient

C/O Mr. Wood

Name of the middleman

（3）Post notation should be placed at the left-hand bottom of the envelope, such as “Personal”,“Confidential” or “Private”; if possible, “Immediate” or “Urgent” can be marked, too.

Exercises

I. Answer the following questions.

1. Business letters consist of seven principle parts. What are they?

2. What points should we pay attention to when we address an envelope?

3. What are the principles of writing business letters?

4. What are the three popular styles for business letters?

II. Address an envelope using the following particulars. The sender's name and address should be in English.

1. Receiver: Jardine Matheson & Co., Ltd.

754 Craneigh Street, London S.E.37, England

2. Sender：烟台工艺品进出口公司

中国烟台市大马路85号，邮编：264000