1. Chapter One
Components and essential
qualities of a business letter

2. 1. Some useful websites 浙江外经贸公众网：www.zftec.gov.cn
浙江外经贸人才网：
浙江商务人才网:

3. 2. The necessity of learning business letter writing
(1) How shall we learn this course?
We shall focus our attention on the writing of s and faxes as Traditional Business Letters (TBLs) are now not used as frequently as before.
Much importance will be attached to practice as practice is more important than memorizing some writing rules.
The main contents of our course book are clearly arranged and the language used is easy to understand, so we won’t have to spend much time explaining the chapters. We shall mainly summarize and outline the units. Some more examples will be introduced in the teaching process.

4. (2) Why do we need to take this course?
Because of China’s rapid economic development and its open-door policy;
Business communications play an important role in business transactions. No modern business could exist for long without letters and other forms of written communications. When a letter is completed and delivered, it establishes a tangible record that can be usually filed and kept as formal and legal documents for later check or reference.
Sometimes they may be cheaper and more effective than telephone calls, especially when they are delivered by .
When a letter is sent out, it contributes to the company’s image. A good message can portray a professional outfit while a bad message can result in unwanted publicity and customer dissatisfaction, which can ultimately lead to lost business. So some company has a ‘house style’.

5. 3. Discuss the following questions
How many components can an ordinary Chinese letter be divided into?
Do you have any ideas about how to write a Chinese business letter?
Why is it particularly important to be careful in writing a business letter?

6. Is it still necessary for us to learn how to compose traditional postal business letters?
First, the main principles for the composition of a business letter is still applicable in the writing of an or a fax.
Secondly, s and faxes have their disadvantages. Every method of communication has its place and has proved itself to be a strong contender in many situations, especially in business situations. The time taken to create an message is typically considerably less than writing a business letter. As we have perceived some merits in s, we’ve also found some deficiencies like no service level guarantees and the lack of a robust, practical and universally agreed security framework.
Lastly, if we’ve got the ability of composing a proper TBL, then we shall have no difficulty in writing good s and faxes.

7. 5. The main components of a business letter
(1) The essential parts of a business letter include:
The letterhead;
The inside name and address;
The salutation;
The body of the letter;
The complimentary close;
The signature.

8. The letterhead
This is an indispensable part of the letter and it aims to give some information about the writer. In the letterhead, the most important parts are: the name and address of the sender, and the date.
Some notes:
(1) Usually centered at the top, or name of the firm in the middle of the top;
(2) If printing on blank paper, remember to print on the right corner;
(3) Never forget to write the date. It should be written on the right-hand side, double-spaced; It should always be typed in full and figures should not be used for months.

9. The inside name and address
Some notes for writing the inside name and address:
(1) Usually occupying 3-4 lines;
(2) Kept flush with the left margins;
(3) Four lines below the date line;
(4)The title can follow the name in the first line or in the 2nd line. (See page 7)

10. The Salutation
Three typing spaces below the last line of the inside name and address;
Kept flush with the left margin;
Agreeing with the inside name;
Followed by a comma or a colon;
Some other points which require attention:
(1) ‘Madam’ or “Sir” should not be followed by a name;
(2) Miss/Mr/Mrs/Ms should be followed by a person’s surname.
(3) Gentlemen should always be in plural forms.

11. The body of the letter Two lines below the salutation;
The arrangement of the paragraphs depends on what styles of the letter layout the writer chooses.

12. The Complimentary Close
A double space below the body of the letter;
It can align with the date line or conform to the style of the letter;
Some more complimentary closes;
(1) To family members: Lovingly, Lovingly Yours, Your loving father etc.
(2) To friends or relatives: Yours cordially, Yours affectionately etc.
(3) To the supervisor: Yours obediently, Yours respectfully,
Three useful and important closes:
(1) Yours faithfully etc (when you do not know the receiver’s name)
(2) Yours sincerely etc (when you know the receiver’s name)
(3) Best wishes or Best regards (when you are writing to a close friend)

13. The Signature Double space below the complimentary close;
Four spaces are allowed for the signature;
It is usually followed by a typewritten name;
The name of the company for which the writer works should be capitalized. There are two ways to place the name of the company; (1) Immediately below the complimentary close; (2) Below the name and title of the writer;
No courtesy titles should be put before a man’s name except his academic degree (Professor, Doctor etc). If professional ratings should be given, they are usually typed after the typewritten name;
A woman should type ‘Miss or Mrs.’ in the parenthesis.

14. (2) The optional parts of a business letter
The reference line
The attention line
The subject heading
The enclosure notation
The C.C. line
The identification initials
The N. B. and the P. S.

15. The reference line
In line with the date but be flush with the left margin;
It may be in the form of numbers or letters or initials of the dictator, typists etc.

16. The attention line
Placed between the inside address and the salutation;
With a single space above and below.

17. The subject heading Centered on the page;
Between the salutation and the body of the letter;
Double space above and below.

18. The enclosure notation
Placed at the left-hand margin.
Purpose: telling how many other pieces of paper are enclosed.
Following the identification initials.

19. The C.C. line C.C. means carbon copy （抄送）.
They preface the names of people who have received a copy of the letter.

20. The identification initials
The initials of the dictator or typist’s name;
On the left-hand margin, below the signature;
Over the enclosure notation.

21. The N.B. and P.S. Notations
N.B.: (留心, 注意)short for Latin word :Nota Bene’, aiming to call the reader’s special attention to the following points.
P.S.: short for ‘postscript’, meaning an extra message added at the end of the letter (又及，附笔).

22. 6. The layout of the Business Letter
Four Common Layouts:
The Indented Style
The Block Style
The Modified Block Style
The Simplified Style

23. The Indented Style Characteristics of the Indented Style:
The inside name and address are in block form and should be indented 2-3 spaces;
The first lines of each paragraph are all indented 3-8(4 will be better.) spaces to show the separation of paragraphs clearly.

24. The Block Style Characteristics of this style:
All letter elements are flush with the left margin;
Easy to prepare, business-like;
Unbalanced, less social and persuasive.

25. The Modified Block Style
Characteristics of the Modified style:
All elements are against the left-hand margin but the date, subject heading and the signature block;
More balanced and more gracious, more social and more persuasive;
But difficult to use.

26. The Simplified Style Characteristics of Simplified Style:
The salutation and complimentary close are omitted;
The subject heading is capitalized.

27. 7. Envelope
Some additional information deserving your attention in writing an envelope:
No punctuation at line end;
Single space within the block;
The recipient’s address should be same with the inside address and be centered on the front side of the envelope;
The return address should be in the upper left corner, on the second line from the top of the envelope and three spaces from the left edge of the envelope. The return address can be written on the back of the envelope.

28. 8. The essential qualities of a business letter
ABC: Accurate, Brief and Clear.
AIDA: Attention, Interest, Desire and Action.
Seven Cs: Correctness, Clarity, Completeness, Conciseness, Courteousness, Considerateness and Credibility.
Five Cs: Correctness, Clarity, Completeness, Conciseness and Courteousness.

29. 9. How can we improve a business letter?
First, plan the letter carefully before the writing begins. Before we start our letter writing, we should ask ourselves the following questions:
What is the purpose of writing this letter?
What should be included in the letter?
What is the best way to arrange the different parts of the letter?
Secondly, select words carefully to convey a clear message. In the process of writing, we should bear in mind the following rules.
Finally, when you have finished a letter, take the reader's position and read it again to see whether the message is clear and concise. Never let a letter go without being satisfied with it.

30. A Classroom Task
Read the explanations on page and then do Exercise I on page 23.

31. Suggested Answer
We would be pleased if you could let us know your address.
Thank you very much for your reply. （I really appreciate your kind help./Your kind help is highly appreciated.）
Please remit payment within one week so that you can maintain your credit rating.
If you had taken proper care of the shipment, there would have been no damage.
I am very pleased to tell you that we have approved your application.
Three factors influence the conclusion of the contract.
I am pleased to inform you that you will be able to receive a full refund of deposit if you return the goods within a week.
I look forward to hearing from you soon.
As your contract has lapsed, we cannot do as you request.
At the New York meeting, I agreed to your request that we postpone the decision on whether to represent Haier Ltd.

32. 10. How to write a good news letter?
The general structure for a message conveying positive information is as follows:
Present the most important information in the positive way;
Specify the who, what, where and how related to the action you are going to take;
Close the letter confidently and politely.

33. Read the following example to see how it is arranged.
Dear Mr. Jones,
I am very pleased to enclose our check for RMB Yuan 5000, which is our financial aid to your Earth Protection Program. I would appreciate your sending us a receipt for the money at your earliest convenience.
This financial aid shows our increased support of your research. I believe that this aid, together with the financial support from your other benefactors, will do you some help in your future research for protecting our earth.
We are always ready to help you when necessary.
Sincerely yours,

34. 11. How to write a bad news letter?
The following is the general structure for a letter giving negative information:
Opening the letter with a courteous greeting;
Explaining the relevant situation because the more the reader understands the reasons, the less likely he will think that the decision is unfair;
Presenting the bad news, which should be the logical and natural outcome of the explanation;
Closing with a positive paragraph.

35. Read the following example to see how the bad news letter is laid out.
Dear Sirs,
We appreciate your writing to us concerning the quality of the air switches covering your order No
After a thorough investigation, we did not find any error on our side because we took great care to execute your order as shown in the enclosed certificate of packing inspection. Moreover the lots were on board the ship in perfect condition which was clearly stated in the clean B/L.
We suggest, therefore, that you lodge a claim with the insurance company. We will assist you wherever possible to process the claim.
Though it is quite beyond our control, we are very sorry for the inconvenience you have sustained.
We assure you that we will do our utmost to prevent such a recurrence in the future.
Yours truly,
Rachel Fung

36. Some points deserving special attention in writing bad news letters:
Try to avoid using words carrying negative information if possible.
Do not use clichés like "Thank you for your interest." or "We really appreciate your consideration." because the use of clichés may suggest you are not sincere enough.
Do not imply further problems. For example, don't write the following sentences which may bring about more trouble.
Do not repeat or refer to the refusal. For example, the following repetition is unwise and unnecessary.
Don’t feel guilty for the refusal because it’s not your fault.
In some cases, bad news should not be presented in a roundabout way, but should be expressed directly and definitely. For example, if the writer wants to refuse the readers’ cancellation of an order, he can put his rejection at the beginning.
If possible the writer may make some recommendations for the solution of the problem.

37. Suggested answer for exercise B
Dear Sirs,
Thank you for your letter of (date).
While appreciating the quality of your cigarette lighters, we find that your price is too high for us to accept. We have received a quotation from a German company and they quoted us a price approximately 15% lower than that of yours. We are of the opinion that the quality of their products does not measure up to that of yours, but the gap in price shouldn’t be so big. To accept your present quotation would mean a heavy loss to us, not to speak of profit.
We would, however, very much like to place further orders with you if you could bring down your prices by 12%. Otherwise we can only switch our requirements to our suppliers.
As the market is declining, we recommend your immediate acceptance of our requirement.
Yours faithfully,