1. introduction 1.What is a business letter?
The letter is a common business communication medium.
The most effective letters are messages from real people to other real people.
Business letters should develop goodwill is a principle of vital significance.
Letter-writing is an essential part of business. The letter is often evidence of a contract.

2. Ways to finalize international trade: i. Correspondence (80%)
2.Why should we learn the course?
Ways to finalize international trade:
i. Correspondence (80%)
ii. Fairs & Exhibition (10%)
iii. Mutual visits by trade delegations(10%)

3. Correspondence / Communication in writing
函：Business letters
电：Telegrams, telexes, faxes & s

4. 3.The nature & goal of the course
- An English course combining international trade with English.
Goal
- To cultivate the ability of negotiating international trade in English, especially in English correspondence.

5. 4. Requirements for writing business letters
Good command of English
Knowledge of business theory and practice
Knowledge of technical terms
Knowledge of psychology
Skills in salesmanship

6. 5. Seven guidelines of writing business letters- 7Cs
Clarity
Conciseness
Courtesy
Correctness
Concreteness
Consideration
completeness

7. Clarity means One sentence for one meaning only.
There must be logical relationship between relevant sentences. No reversion or repetition is allowed to appear.
In a simple and direct way.

8. Conciseness means
All the words/sentences and paragraphs in a letter must be clear cut and straight forward. Three aspects should be paid attention to:

9. Conciseness (1) Using simple words instead of phrases or sentences.
e.g.:
— “soon” instead of “in the near future”
— “Please” instead of “Will you be kind enough to...”
— “now” instead of “at the present moment” etc
—“We are pleased to...” for “It gives us much pleasure to...” .

10. Conciseness (2)
Avoiding repetition of words in a same
sentence.
e.g.:
— “Please quote your lowest price for your best quality.” for “Please quote your best price for your best quality.”

11. Courtesy means
Being very polite, even in asking the addressee to pay back the debts or refusing his demands.
Being prompt in replying to the opposite party’s letter.

12. Unit 1 Structural Parts and Styles of Business Letters
Objectives:
To give a brief introduction to structural parts and styles of business letters
To enable you to become aware of structural parts and styles of business letters
To do exercises to familiarize the structural parts and styles of business letters

13. 1. Structural Parts of Business Letters
A business letter has eight structural parts: (a) the heading (letter-head )(信头), (b) the date(日期), (c) the inside address(封内地址), (d) the salutation(称呼), (e) the body of the letter(正文), (f) the complimentary close(结尾谦称), (g) the signature (handwritten and then typed)(签名), and (h) any added notations(注释).

14. Golden Trading Company Ltd.
1.1. Heading (信头)
Sample:
Golden Trading Company Ltd.
34 Northern Avenue, New York, U.S.A.
Tel: Telex: GBC Fax:

15. 1.2. Date
There are different ways of writing the date. The following two are recommended.
September 15, 1994
15 September 1994 (Note the Omission of the comma)

16. 1.2. Date Sample: SKYVIEW ENTERPRISES
7111 Terrazo Place Sarasota, Fl (813)598 – 1026
January 20, 1995

17. 1.3. The Inside Address (封内地址)
Examples of the inside address:
(1) To an individual in a company
Mr. George F. Moore
Advertising Manager
Price & Patterson
234 Seventh Avenue
New York 5, New York
U.S.A.

18. 1.3. The Inside Address (封内地址)
Examples of the inside address:
(2) To an anonymous official in the company
Sales Manager
Office Systems Pty Ltd
124 Oak Street
Chatswood
NSW 2067
Australia

19. 1.3. The Inside Address (封内地址)
Examples of the inside address:
(3) To a company
Messrs, Kato & Co., Ltd
2 Nichome, Ginza Nishi
Chuo--ku, Tokyo

20. Here are some ways to write the salutation.
Dear Sirs/Gentlemen —— to a company
Dear Sir —— to a man if you do not know his name
Dear Madam —— to a woman if you do not know her
Dear Mr Smith —— to a man
Dear Mrs Smith —— to a married woman
Dear Miss Smith —— to an unmarried woman
Dear Ms Smith —— to a married or unmarried woman
Dear John —— to a friend or someone you know well

21. 1.5. The Body
The body of the letter is the message that the writer has to convey to the recipient.

22. 1.6. The Closing
Notice the following chart, which gives the appropriate complimentary close to use with various salutations.
Style
Salutation
Complimentary Closes
Very Formal
My dear Sir/ Madam,
Respectfully/Respectfully yours,
Formal
Dear Sir/ Madam,
Gentlemen/Sirs,
Yours truly,
Yours faithfully, (British usage)
Less Formal
Dear Mr./Mrs. Satterby,
Sincerely yours, (American usage)
Personal (Implying personal relation.)
Dear Mr./Mrs. Grimshaw,
Dear John,
Cordially,
Best regards, (British usage)

23. To sign with a rubber stamp is a form of discourtesy.
1.7. Signature
The signature is the signed name or mark of the person who writes the letter or the firm which he or she represents. It is written in ink immediately below the complimentary close.
To sign with a rubber stamp is a form of discourtesy.

24. 1.8.1. Reference Numbers (文号)
1.8. Notations (记号, 注释)
Reference Numbers (文号)
Sample:
INTERCITY BANK Plc
58 Jalan Thamrin · Jakarta · Indonesia
Telephone Telex 6756
Mr. S Basuki Your ref:
Jakarta Furnishings Our ref: PL/fh/246
7 Jalan Arjuna
Jakarta
12 January 1987
Dear Mr Basuki
Office furniture
We are expanding our offices in Jakarta and we will need extra desks, lights,
chairs and filing cabinets.
Please send us your catalogue with your prices, sizes and colors for these items.
Yours sincerely
(Signature)
Office Manager

25. 1. 8. 2. The Attention Line 1. 8. 3. The Subject Line 1. 8. 4
The Attention Line The Subject Line Identification Initials Enclosure Carbon Copy “Per Pro” Signature Postscript (附言)
Sample:
P. S. ··· to see you at the Annual Sales Meeting at the Hillside Plaza on January 10.
P. S. I understand the special entertainment is great.

26. 2. Formats or Styles of Business Letters
Full-block style
Modified block style
Modified block, blocked paragraphs
Modified block, indented paragraphs

27. Full Block Style (完全平头式)
All typing lines, including those for the date, Inside name and address, salutation, subject heading, each message paragraph and complimentary close, begin at the left-hand margin.

28. Kenneth Beare
2520 Visita Avenue
Olympia, WA 98501
September 12, 2000
Jackson Brothers
rd Street
New York, NY 12009
Dear Sirs,
_________________________________
Yours faithfully  
(Signature)

29. Modified block, blocked paragraph
Except the date, complimentary close and signature, all typing lines begin at the left-hand margin.

30. Kenneth Beare
2520 Visita Avenue
Olympia, WA 98501
September 12, 2005
Jackson Brothers
rd Street
New York, NY 12009
Dear Sirs,
_________________________________
Yours faithfully  
(Signature)

31. Modified block, indented paragraphs
All typing lines begin at the left-hand margin except the date, complimentary close and signature lines; paragraphs are indented.

32. Kenneth Beare
2520 Visita Avenue
Olympia, WA 98501
September 12, 2005
Jackson Brothers
rd Street
New York, NY 12009
Dear Sirs,
>>>>_________________________________
_______________________________
Yours faithfully  
(Signature)

33. 3. Addressing envelopes Name of the addressee Number and street
City, state, and zip code
Country

34. 英文信封的写法 英文信封的写法和中文信封的写法完全不同： 1.收信人的全名和地址要写在信封中间。发信人的全名和地址要写在信封的左上角。
2。地址的写法是由小到大。

35. Example JOSEPH E LANGLEY STAMP 3504 JACKSON ROAD BATON ROUGE LA 70803
MR CRADY E.CROMWELL
3654 PARK ROAD
NORTHERIDGE CA 91324

36. 4. The opening and conclusion of business letters
To expect an answer
to expect no answer
Opening
To reply a letter
To initiate a contact

37. 4.1 Opening 4.1.1 Thanks for receiving a letter
We thank you for
Thank you for
We appreciate
We were pleased to receive
Please accept our thanks for
your letter (inquiry, , fax etc.) of …

38. 4.1.2 In reply to a letter We are pleased to reply to
your letter (inquiry, , fax, etc.) of …
We are pleased to reply to
In answer to
In response to
In reply to

39. 4.1.3 Referring to something
your letter (inquiry, , fax, etc.) of …
With reference to
In reference to
Referring to
We refer to

40. 4.1.4 Reply to the requests As requested As required As instructed
According to
In accordance with the request/
In compliance with instruction
In conformity with
in your letter of …

41. 4.1.5 Expression of pleasure
We were gratified
We were glad
It was a pleasure
to learn from your letter of … that …

42. 4.1.6 Expression of regrets or surprise
We regret
We were sorry
We were surprised
to learn from your letter of … that …

43. To initiate a contact
Your company has been recommended to us by …
We have learnt from … that …
The name of your reputable firm has come to us through…
We have had your name and address given to us by …

44. 4.2Conclusion 4.2.1 To expect an answer
We shall be glad to have
We hope to be favored with
We shall be obliged for
We are waiting for
We shall appreciate
We look forward to
a/an/your reply (answer, favorable news, comment etc.)

45. from you about/concerning/in this respect/in this matter.
We trust to hear
We hope to hear
We shall be glad to hear
Please let us hear

46. 4.2.1 To expect no answer
We thank you for the services you rendered in this matter.
Thank you for your attention to this matter.
We appreciate your patronage and hope that the pleasant relationship established between us will continue.
Your favorable cooperation will be greatly appreciated.

47. We apologize for the delay in replying to your letter.
We regret the trouble we are causing you.
Please accept our apology for the inconvenience we have caused you.
We regret that we are unable to be of assistance to you.
We regret that we can’t meet your requirements.

48. Exercise
1. Please Correct the many mistakes in the following letter and separate the message into two paragraphs.

49. ELECTRICAL APPLIANCES CO.
Exercise
ELECTRICAL APPLIANCES CO.
P. O. Box 3259
XXXX, XXX
22th January
The Manager
Messrs. Clarke &. Smith Co. Ltd.
68 High Street
London EC 4
England
Dear Sir
We thank your letter of 17th January, asking us details and prices of our electric heaters. We are pleasure in enclosing our latest price list and catalogue, together with Model X - 4's details. Please do not reluctant to write when you require further information, which shall always have our best attention.
Yours faithfully,
Electrical Appliances Co. Ltd.
Manager
Answer

50. ELECTRICAL APPLIANCES CO.
Exercise
ELECTRICAL APPLIANCES CO.
P. O. Box 3259
XXXX, XXX
22 January
The Manager
Messrs. Clarke &. Smith Co. Ltd.
68 High Street
London EC 4
England
Dear Sir
Thanks for your letter of 17th January, asking us for details and prices of our electric heaters. Enclosed please find our latest price list and catalogue, together with Model X - 4's details.
Please do not be reluctant to write when you require further information, which shall always have our best attention.
Yours faithfully,
Electrical Appliances Co. Ltd.
Manager
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