Business English Writing

Spring Session 2008

Chapter 1

An Overview of Business Writing

Warm-up

• Business writing is regarded as a valuable business asset? Do you think so? Why?

• What are the language characteristics of business writing?

• What are the writing techniques for effective business writing?

A Valuable Business Asset • Writing is involved in every part of doing

business. • Skilled writing can help increase the

company’s sales and profits by promoting good relations with customers, employees, and the general public.

• Proficiency in writing provides a personal advantage and contributes to self-confidence.

Functions

• To inform the daily information for business management, such as explaining instructions to employees, announcing meeting and procedures, acknowledging orders, accepting contracts for services, etc.

• To persuade the readers’ by influencing their attitudes and actions, when promoting a product or service and seeking support form others.

• To entertain the readers by having an acquaintance with their particular interest and preference.

Six C’s Principles

1. Courtesy• Visualize the reader before starting writing• Adopt the reader-oriented point of view

2. Correctness• Right grammar, punctuation and spelling• Correct level of language• Accurate information and data

3. Conciseness• The fewest possible words that really count

How to Realize Courtesy?1. Change orders into requests

• Will you please (kindly) let us hear from you on these two points?

2. Use subjunctive form• We should be grateful if you would help us with your suggestion.

3. Adopt mitigation• It was unwise of you to have done that.

We would say that it was unwise of you to have done that.• You ought to have done it.

It seems to us that you ought to have done it.• We cannot comply with your request.

We are afraid we cannot comply with your request.4. Use passive voice

• You did not enclose the check with your order.　 The check was not enclosed with your order.

5. Add appreciation and thankfulness expressions• It's a pleasure for us to do so. • We shall be obliged if you will do so • It is regrettable that we must do so

Humbleness V.S. Courtesy

1. We are extremely and sincerely sorry for the error and ask that you accept our humble and sincere apology for the undue inconvenience suffered by you.• We are concerned about the inconvenience you have

suffered, and apologize sincerely.2. We beg to acknowledge receipt of your letter dated 11th

December.• We have received your letter of Dec. 11.

3. We beg to enclose herewith our invoice.• We enclose our Invoice.• We are pleased to enclose our Invoice.

Six C’s Principles (contd.)

4. Clarity• Short familiar words• Simple short sentences

5. Concreteness• Be vivid, specific and definite• Avoid being vague, general and abstract

6. Completeness • Include all the necessary information and data• Incomplete message will result in increased

loss.

Specific Expressions

“以上”，“以下”，“以前”，“以后”，“从……到……”等的表达法 :

$2 or (and) above (over) 　　　　　　　　 二美元和二美元以上60dozen or (and) up (upward, upwards) 　 60 打和 60 打以上2% or (and) more 　　　　　　　　　　　 2% 和 2% 以上an order for 50 gross or upward 　　　　　 50 罗或 50 罗以上的定

单an order for not less than 50 gross 　　 　　不少于 50 罗的定单5% up to 10% inclusive 　　　　　　　　　 5% 到 10%over 5% up to 10% inclusive 　　　　 　　　 5% 以上到 10%on and from Nov. 10 　　　　　　　　 从 11 月 10 日起（包括 11 月 10

日）up to $40 inclusive; 　　　　　　　　　　　 到 40 美元（包括 40 美

元）up to and including Nov. 20 到 11 月 20 日止（包括 11 月 2

0 日） as from the 1st to the 15th of March inclusive 　 从 3 月 1 日到 15 日 ( 包括 1 日和 15

日）during the period beginning on March 1 and ending on March 30 从 3 月 1 日起到 3 月 30 日止这一期间（包括头尾两

天）

Writing Techniques 1. Conversational Style

• Write with a sense of personal contact• Use warm and natural expressions

2. Resisting Tendency to Be Formal• Friendly language will produce the goodwill

effects3. Avoiding the Old Language of Business

• Obsolete expressions should be replaced4. You-viewpoint

• Focus interest on the reader• Avoid insincerity and flattery

Writing Techniques (contd.)

5. Accent on Positive Language• Positive words emphasize the pleasant

aspects and put the reader in good mood• Negative words arouse the reader’s resistance

6. Singling out Your Reader• Individual treatment will be favored by the

reader who feels important and appreciated7. Using the Reader’s Name

• The reader feels that his/her identity as individual is recognized and valued

8. Avoiding Anger• Angry words trigger conflicts and cause loss

Sample 1-1Dear Sir:

We wish to acknowledge receipt of your credit application dated February 12 giving trade and bank references, and we thank you for the same. Please be advised that credit accommodations are herewith extended as per your request and your order has been shipped.

Hoping you will give us the opportunity of serving you again in the near future, we remain.

Very truly yours,

Please revise this letter in a conversational manner.

Sample 1-1 (contd.)Dear Sir:

We thank for your letter dated February 12 giving trade and bank references. Your order has now been shipped as requested with extended credit.

We are looking forward to the future cooperation.

Sincerely yours,

Sample 1-2• IN OPENING

• In compliance with yours dated…• We have before us… • Responding to yours of even date…• Yours of the 12th to hand…

• IN CONTENT• Deem it advisable…• Wherein you state as per your letter…• Attached hereto…• Take the liberty…

• IN CLOSINGS• Trusting this will meet with your favor• Anticipating your favorable response• Assuring you of our cooperation• Trusting to be favored by your further orders, we are, Gentlemen.

Sample 1-2 (contd.)• IN OPENING

• We have noted from your letter of/dated…• We are in receipt of… • In reply to your letter…• Thank you for your letter of…

• IN CONTENT• It is wise to…• In accordance with…• Enclose…• Venture to…

• IN CLOSINGS• We are confident that this will meet your demands• Your favorable reply will be expected• Your great cooperation will be promised• We are confident that your further orders will bring benefits to us.

Sample 1-3We have received your request for permission to use our computers during the next session for summer school. We are pleased to inform you that you may use all 15 of laptop computers you requested. Would you please come in and fill out the necessary paperwork any time before April?

Make some adjustments to this short passage and try to identify the writing techniques used in it as many as possible.

Sample 1-3 (contd.)Good news, Jessica! All 15 of laptop computers you requested will be available to use during the next session of summer school. Please come by the office before April 1 to fill out the necessary forms.

Writing techniques:

• conversational style• you-viewpoint• singling out the reader• using the reader’s name

Sample 1-4Negative words:

• We cannot understand your negligence.• We will not tolerate this condition.• Your careless attitude has caused us a loss in sales.• We have no intention of permitting this condition to continue.• We have had it!

Positive words:

• We can deliver the goods on July 11.• So that you may have the one sofa you want, will you please check your choice of fabric on the enclosed card?• Your check will be mailed on October 1.• Please format this letter in the block style shown in the Office Procedure Manual.

Basic Patterns 1. Directness in Good-news and Routine

Messages• The main idea• Supporting details• Goodwill

Basic Patterns (contd.) 2. Indirectness in Bad-news Messages

• Buffer• Reasons supporting the negative decision• Clear, diplomatic statement of the negative

decision• Helpful, friendly and positive close

3. Indirectness in Persuasion• Words that gain attention• Persuasion in you-viewpoint• Restatement of benefits and expectation of

future actions

ExercisesRevise theses sentences in a proper manner.

1. Mr. Smith wrote to Mr. Wang that he had received his order.2. We have received your order, for which please accept our thanks.3. We have ordered the goods, and they will be received by us in two

weeks.4. We hope to receive your catalogue by return mail. Thanking you in

advance.5. Your letter of recent date to hand and contents noted with thanks.

We shall appreciate a line from you at an earliest date.6. Inform me of your intentions as to the liquidation of this balance.7. Give consideration to a plan.8. This plan will effect a saving of $10,000.9. To effect certain modifications in a procedure contingent upon the

concurrence of management.10. We thank you in anticipation of this courtesy and assure you that it

will be a pleasure to serve you in a similar manner.

Exercises (contd.)Keys for the previous items.

1. Mr. Smith wrote to Mr. Wang about the receipt of order.2. Thank you for your order No. XX dated XX, 20…3. The goods we ordered will be received in two weeks.4. We would appreciate it if you would send us the catalogue.5. Thank you for your letter of XX, 20…. We shall appreciate

your reply soon.6. Let me know when you can settle this account.7. Consider a plan8. This plan will save $10,000.9. To make certain changes if management agrees.10.We shall appreciate your helping us. Let us know when we

can return the favor.

Chapter 2

Basic Knowledge of Business Letters

Warm-up

• What are the standard parts of a business letter?

• How many types of letter styles are there? What are they?

• What about the layout of an envelope?

Letter Structure and Placement 1. Letterhead

2. Date• June 6, 2008 • 5 May, 2008

Letter Structure and Placement 3. Inside Address

Letter Structure and Placement 4. Attention Line

• Attention: General Manager

5. Salutation

Letter Structure and Placement 6. Subject Line

• Dear Sirs,

Re: Expediting the Delivery of the Goods

• SUBJECT: WOMEN’S BLOUSES

Dear Sirs:

Letter Structure and Placement 7. Body

– Opening or Introduction• It indicates the referring letter to which response will

be made.– Details

• The details refer to the inquires, problems, requirements and etc.

– Response or Action• It shows the expected response or possible decision.

– Close• It ends with a short but friendly close

8. Complimentary Close

Letter Structure and Placement 9. Signature

Letter Structure and Placement 10. Reference Initials

– WT/FM – WT:FM – WT-FM – WT/fm

11. Enclosure or Attachment– Enclosures: A. 2005 Price List

– Encls: 2 Checks – Enc. Under Separate Cover

Letter Structure and Placement 12. Copy Notation

• CC: Shanghai Branch

13. Postscript

• P.S. The catalogue will be airmailed to you under separate cover.

Styles of Business Letters 1. Block Style2. Modified Block Style3. Simplified Style4. Indented Style5. Punctuation Styles

Note: see sample analysis on p35-40

1.

2.

3.

4.

Envelope Addressing and Design 1. British Style

• Block ~• Indented ~

2. American Style• Block ~• Indented ~

1.

2.

Key for on p41.Ⅰ

Dove Trading Co. Ltd283 Red House Street, Dalian, 116000, P.R. China

May 5, 2005

Deep Blue Food Company23 Swan Lake RoadLiverpool, Britain

Dear Sirs,

Subject: Golden Fish Sweets

We thank u…

Yours sincerely,

Dove Trading Co. Ltd(signature)

Key for on p41.Ⅰ

Dove Trading Co. Ltd283 Red House Street, Dalian,116000, P.R. China

Deep Blue Food Company23 Swan Lake RoadLiverpool, Britain

Stamp

Key for Ⅱ on p42.The International Trading Corporation

Dalian 116025, Liaoning province93 Green Avenue, China

May 14, 2004

Gold & Silver372 West 7th StreetParis 10094

Attention: Sales Department

Dear Sirs,

SUBJECT: INQUIRY ABOUT WASHING MACHINE……Yours faithfully,

The International Trading CorporationMichel JohnsonMichel Johnson, Sales Manager

Chapter 3

Inquiries and Requests

Warm-up

• What is the main purpose of inquiry and request letters?

• Do the letters use direct order? Why?• What are the guidelines for the direct order?

The General Plan for Direct Order 1. Begin directly with the objective

• Either a specific question or a general request for information

2. Include necessary explanation• Wherever it fits

3. List a number of questions • By numbers or bullets, or leave space between

questions4. End with goodwill words adapted to each

particular situation

Note: see Letter A & B on p45-46

Enquiries for Status • They are written communication in which

traders request information concerning the financial position, credit, reputation, and business methods of other firms.

• There are various ways of obtaining such information. Instead of applying to a business friend, traders sometimes apply to banks, chambers of commerce, or enquiry agencies.

• They are generally headed “Confidential” or “Private and Confidential.” These words are also written on the envelope.

Sample Dear Sirs,

Our client, the China National Import & Export Corp., have asked us for information about the Auto Engineering Co., Ltd. in Ibadan, Nigeria would request a standing credit of USD5, 000 to start business.

We know the Auto Engineering Co., Ltd., but our knowledge of the company is limited to a few months trading with a firm in Shanghai on an L/C basis. We should, therefore, like to know whether or not their financial and credit standing are sound so that we may respond to CNIEC.

We shall be most grateful for any information you can obtain for us. Yours sincerely, The Bank of China Shanghai Branch

Inquiries for Products• Begin generally by telling the supplier how

you obtained his name and products information.

• State clearly to the suppliers your exact requirements, inclusive of prices, discounts, terms of payment, and the length of time required for delivery.

• They should be brief, specific, courteous and reasonable.

Note: see Sample 3-1 & 3-2 &3-3 on p47, 48, 51

Sample Dear Sirs,

Re: Inquiry about the Price of Cotton Embroidered Dresses

Your Chinese textile have won great popularity in the world, especially cotton embroidered dresses, for which there has always been active demand in Europe. We are now very glad to inform you that we are as well in the market for these commodities. We would very much appreciate it if you can make us your best offer on CIF London basis for XX dozen Cotton Embroidered Dresses. It is necessary to emphasize that the cloth you will use for making these dresses must be specially treated to prevent shrinkage and the color of the cloth must not fade.

For your information, if your price is competitive and the quality of the commodities and the delivery date can meet our requirements, we believe that we would place regular orders with you.

We wish to receive your dress samples and your offer as soon as possible.

Requests for InformationNote: see Sample 3-3 & 3-4 & 3-6 on p49, 50, 52

ExercisesTranslate theses sentences in a proper manner.1. Messrs. Schneider & Kern have given us your name as refere

nce respecting their financial standing. Will you please inform us, in confidence, of the extent of their source and also as to their reputation.

2. Any information you can furnish us as to their capital and reputation would be greatly valued and treated in confidence by us.

3. In reply to your enquiry dated 30 October 2006 concerning Messrs. Willing & Co., we are pleased to say that we have every confidence in the uprightness of this firm.

4. 我们将与之进行业务往来的那家商行要我们向贵行了解有关他们的商业地位与信誉。

5. 我们劝你方与该商行进行业务往来时务必谨慎。6. 所附价格单和图解目录将给你提供有关你方最感兴趣的型号的

具体情况。

Exercises (contd.)Keys for the previous items.

1. 承蒙 Schneider & Kern 介绍贵方是他们的证明人，请告知他方资金来源及信誉状况，我方将予以保密。

2. 对于贵方所提供的关于他方资金及信誉状况的欣喜，我方予以感谢并完全保密。

3. 贵方 2006 年 10 月 30 日关于 Messrs. Willing & Co. 的征询答复如下，我方完全相信他们的诚信。

4. The concern with which we will get business relations has referred us to you for their business status and credit standing.

5. We should advise you to exercise extreme caution in dealing with this concern.

6. The enclosed price list and illustrated catalogue will give details of the model in which you are especially interested.

Key for .Ⅳ 1 on p60. Messrs White & Son

Lawton Street, Liverpool, ML3 2LL, England

March 3, 2007

China National Import Export Corp. Shanghai China

Dear Sirs,

United Textiles Ltd. has informed us that you are exporters of linen( 亚麻 ) with best quality. We are large dealers in textiles and there is a promising market in our area for bed-sheets made by such linen.

Will you please send us a copy of your catalogue for linen, with details of your prices and terms of payment. We should find it helpful if you also supply samples of beautiful designs.

Yours sincerely,

Messrs White & Son (signature)

Chapter 4

Replies

Warm-up

• What kinds of order do the replies use, direct order or indirect order?

• What’s the general structure for writing a reply?

Replies for Status Enquiries• Openings

– In reply to your letter of … we are pleased to say that…

– The firm about you enquire in your letter of … is a leading importer in the city.

– We regret being unable to help you with information about the firm referred to in your letter of … since we have not done any business with them in the past.

• Endings – The above information is given on the

understanding that it is to be treated as strictly confidential.

Sample Dear Sirs,

We have now received from the National Bank of Nigeria the information you asked for in your letter of …. The Auto Engineering Co., Ltd. you mentioned is a private company run as a family concern by three brothers and was founded fifteen years ago. It enjoys a good reputation. As far as our information goes it is punctually meeting its commitments and a credit in the sum you mention would seem to be safe.

This information is confidential and is given without any responsibility on our part.

Yours faithfully,

Replies for Product Inquiries 1. Express thanks for receiving the inquiry.2. Supply all the information concerning the

matter.• Enclosures, samples, catalogues and other

items being sent by separate post.3. Provide additional information.

• Market quotation and marketability of the goods concerned.

4. Finish the letter with hope• Encourage customers to place orders

Note: see Letter A on p63

Basic Terms1. Firm Offer

• Note: see Sample 4-1 & 4-2 on p66-67

2. Non-firm Offer3. Counter-offer

1.

2. Dear Sirs,

Re: Non-firm Offer for Know-how Transferring

In reply to your letter of August 8, we are pleased to know that you are taking great interest in our Preliminary Proposal on the transfer of our know-how for manufacturing cables with an indication price of US $ XXX.

In case of your careful study of the terms and conditions of this proposal, you will find that our charges for engineering design and technical assistance in the supervision of the installation, performance test and etc. are rather low, especially lower than the quotations from Japan and America.

On request, a detailed offer with separate prices for the know-how, the training of your technical personnel and as well terms of payment, etc. will be available. This offer is non-firm, without engagement, and price negotiating is still remaining within the bounds of possibility.

We look forward to hearing from you soon.

3. Dear Sirs,

Re: Counter-offer for 5000m/t Steel Plates Type XXX

We are in receipt of your letter April 10, offering us 5000 metric tons of Steel Plates Type XXX at US $ XXX per m/t, CIF EMP.

In reply, we feel regrettable to inform you that our end-users have found your price too high and out of line with the prevailing market level.

Such being the case, it is impossible for us to persuade them to accept your price, as the goods of similar quality is easily obtainable here at a lower price. Some dealers from the European market are lowering their prices to about US $ XXX per m/t. No doubt there is keen competition in the international market.

We do not deny that the quality of your steel plates is slightly higher, but the difference in price should, in no case, be as big as 3%. To develop our trade, we on behalf of our end-users, make counter-offer as follow:

5000 metric tons of Steel Plates Type XXX at US $ XXX per metric ton, CIF EMP with other terms as per your letter April 10.

We are anticipating your early acceptance of our counter-offer.

Replies for Routine Request 1. Begin with answer or state that you are

complying with the request.2. Show thanks and sincere interest in the

request and the person.3. Present the most important information in

a positive way.4. Focus on the reader’s benefits associated

with the information. 5. Provide additional helpful information and

tell the reader what actions you will take.6. End with confidence and courtesy.

Note: see Letter B on p64

Sample Note: see Sample 4-3 on p68

see Sample 4-4 on p69, and write a request for personal evaluation letter according to the information given in Sample 4-4

Keys for the previous items.

Dear Mr. Frank,

Re: Request for Personal Evaluation of Ms. Judy Evans

Ms. Evans has recently applied to our university for English teaching. According to her résumé, you have been mentioned as a reference. Would you please assist me, as I would like to have some detailed information on the following items:

1. How long has she served in your department?

2. What specific courses did she teach?

3. Is she responsible for the teaching or not? How about her teaching performance during the past time?

4. What’s her personality?

As usual, the teaching schedule for the next semester will be set on June 15. I wish to have a better understanding of Ms. Evans in advance. Consequently, receiving these information from you will indeed help me achieve this goal.

Sincerely yours,

ExercisesTranslate theses sentences in a proper manner.1. Your competitors are offering considerably lower prices and u

nless you can reduce your quotations, we shall have to buy elsewhere.

2. It would be greatly to your interest to make a trial of these goods.

3. Although we are anxious to open up business with you, we regret that it is impossible for us to allow the reduction asked for, because we have already cut our prices to the lowest point after closely examining our cost calculations.

4. 我们确认已向你方电报下列商品实盘， 以 9 月 20 日前复到有效。

5. 你方 6 月 3 日来电要求我们报第 33 号毯子。现确认我方于 6月 6 日电报你方报盘如下，该盘不受约束。

6. 你方 7 月 9 日来函收悉，谢谢。很遗憾，你方价格偏高，无法成交。

Exercises (contd.)Keys for the previous items.1. 由于竞争对手的报价相当低，除非你方降低报价，否则我方

将另寻卖家。2. 试订该产品将给你方带来丰厚回报。3. 我方很乐意与你方产开贸易合作，但很遗憾我方不能再降价。

因为在仔细核算成本以后，我方已将价格降到最低点。4. We confirm having cabled you a firm offer for the following g

oods, subject to your reply reaching us by September 20.5. Thank you for your cable of June 3, which asked us to make

an offer for our Blanket No.33, we wish to confirm our cable dispatched on June offering you without engagement.

6. Thank you for your letter dated July 9. we find it very regrettable to point out that your prices appear to be on the high side and there is no possibility of conducting business.

Chapter 5

Complaints and Claims

Warm-up

• Under what circumstances are the complaints and claims made?

• Can you suggest the plan for writing a complaint or claim?

Usual Circumstances1. The wrong goods may have been sent.2. The quality may not be satisfactory.3. The goods may have been delivered

damaged or late.4. The prices charged may be excessive, or

not as agreed.5. The buyers deliberately find fault with the

goods as an excuse to escape from their contracts.

Guidelines for Complaint and Claim1. Begin directly. Tell what is wrong by

regretting the need to complain,2. Identify the situation (invoice number,

product information, etc.) in text. Describe the story in a clear and organized way.

3. Present enough facts to permit a decision.4. Suggest specific actions to correct the

problem and politely mention strong terms if you fail to get a satisfactory reply.

5. End positively — friendly but firm.

Sample Analysis• Complaint

– Note: see sample 5-1, 5-2 & 5-3 on p83-86• Claim

– Note: see sample 5-4, 5-5 & 5-6 on p87-89

Key for on p94.Ⅲ Dear Sirs,

Unfortunately, we haven’t yet received the 300 dozen silk blouses we ordered on May 4.

As stipulated, our goods will be delivered before May 10. However, we haven’t got any news of delivery after 10 days past the deadline.

Now the busy season is approaching and our customers are in urgent need of the goods. Your deferring in shipment has caused us great inconvenience.

We would appreciate it if you could see to this matter seriously and arrange for the prompt delivery within 5days. Meanwhile, it is regrettable to inform you that we shall reluctantly cancel our order and lodge a claim, if you are still unable to effect the delivery by June 1.

Yours sincerely,

Chapter 7

Adjustments and Refusals

Warm-up

• How to respond to complaints and claims?• What are the different skills to convey such

good news and bad news?

Grant An Adjustment1. Begin directly with the good news.2. Incidentally identify the correspondence

that you are answering.3. Avoid negatives that recall the problem.4. Regain lost confidence through

explanation or action.5. End with a friendly, positive comment.

Note: see sample 6-1 & 6-2 on p99-100

Offer A Refusal1. Begin with words that indicate response to

the request and are neutral as to the answer, and set up the strategy.

2. Present your justification or explanation, using positive language and you-viewpoint.

3. Refuse positively.4. End with adapted, goodwill comment.

Note: see sample 6-3 & 6-4 on p101-102

Sample Dear Sirs,

Re: Claim on Poor Quality

... we feel regrettable to inform you that after inspection, we found about XX of the wheat bags were affected with damp, and XX of them even went moldy, we, therefore, are compelled to lodge our claims with you as follows:

In order to support our claims, we enclose herein one copy of Inspection Certificate No. XXX together with our Statement of Claims amounting to US $ XXX.

We are confident that you would give our claim your most favorable consideration and make your prompt settlement as early as possible.

Sample Dear Sirs,

Re: Settling the Claim on Poor Quality

… we have carried out our own investigations and have found the following causes of the wheat’s being moldy:

1. The continual rains of the rainy season initiated the dampness of the warehouse.

2. The warehouse has long been out of repair, and there appeared leaks in the roof and drove the rains into the warehouse.

3. The wheat had been stored in this warehouse for two weeks before it was shipped.

Owing to your having covered the insurance against Fresh and/or Rain Water Damage Risks, we now therefore, enclose our Check No. XXX for US $ XXX in full and final settlement of your claim No. XXX.

We apologize for the trouble caused to you and please acknowledge your receipt of our Check.

Terms of Risks• Principal Risks

1. F. P. A.

2. W. A. or W. P. A.

3. All Risks

Terms of Risks• General Additional Risks

1. T. P. N. D.

2. Fresh and/or Rain Water Damage Risk

3. Shortage Risk

4. Intermixture & Contamination Risks

5. Leakage Risk

6. Clash & Breakage Risks

7. Taint of Odor Risk

8. Sweating & Heating Damage

9. Hook Damage Risk

10. Rust Risk

11. Breakage of Packing Risk

Terms of Risks• Special Additional Risks

1. S. R. C. C.

2. War Risk

3. Import Duty Risk

4. On Deck Risk

5. Rejection Risk

6. Failure to Delivery Risk

7. Survey in Customs Risk

8. Survey in Jetty Risk

ExercisesTranslate theses sentences in a proper manner.

1. 请注意上述货物必须在 6 月 15 日前装运，并按发票金额 150％投保综合险。

2. 保险的索赔案件应尽快提交保险公司或其他代理商以便他们有足够的时间去向造成过错的有关方面进行追偿。

3. 在没有得到你方明确的保险要求情况下，我们按惯例把你所订货物按发票金额 110 ％投保水渍险。

4. 如你方希望投保综合险。我方可代为投保，但保费稍高，保费差额由你方负担。

5. 如果货物发生损坏，你方可在货到达目的港 30 天内凭公证行的检验报告与你处保险代理行联系并向他们提出索赔。

Exercises (contd.)Keys for the previous items.

1. Please see to it that the above-mentioned goods are to be shipped before June 15 and insured against All Risks for 150% of the invoice value. We know that according to your usual practice, you insure the goods only for 110% of the invoice value, therefore the extra premium will be borne by us.

2. As insurance claim should be submitted to the insurance company or it agent as soon as possible, in order to provide them with enough time to pursue recovery from the relative part at fault.

3. In the absence of your definite instructions regarding insurance, we covered your ordered goods against WPA for 110% of the invoice value according to our usual practice.

Exercises (contd.)Keys for the previous items.

4. If you desire to cover your goods against All Risks, we can provide such coverage, but at a slightly higher premium, the difference of which will be for your account.

5. If any damage will be incurred, you may, within 30 days after the arrival of the consignment at the port of destination, approach the insurance agent at your end and lodge your claim with them supported by a Survey Report of Notary Public Office.

Note:Notary Public Office —— 公证处Notary Public —— 公证人

Chapter 7

Sales Letter

Warm-up

• Have you ever induced by some sales promotion or ads? And what are your impressive ones?

• What is the purpose of sales letter?• What are the essential elements of sales

letter?

Four Essential Elements:1. To get customers’ attention or curiosity2. To arouse customers’ interest3. To inspire customers’ desire4. To induce customers’ action

Don’ts:1. Don’t exaggerate2. Don’t belittle3. Don’t ballyhoo4. Don’t speak ill of your competitors

Note: see samples on p115-121

Key for on p128.Ⅲ Dear Sirs,

What’s your perfect house? Is it overlooked a pristine lake with tiny islands on which grew weeping willows?

We present you a lovely suburb in the valley of Tundja River. Your small and charming villa is beautifully landscaped right here. The building has an open porch with nice view. There are school and kindergarten in the peaceful region. People who live there are really nice and ready to help you all the time. The property has nice backyard where you can build your own garden. Also there is enough free space to build a garage or swimming pool, if you like.

Don’t miss your ideal house! The last luxury and economy residences are awaiting for your option. Make some reservation before May 7, and you will get 5% in total.

To take this incredible opportunity, simply call us at 01-03-4800948 or return the enclosed card; our representative will call on you!

Yours sincerely,

Chapter 8

Invitation and Thank-you Letter

Warm-up

• How to send an invitation?• How do you express your appreciation?• Have you ever written thank-you letter?

Invitation 1. Invite the reader to the gathering2. Offer a reason for the gathering3. Give the date, time and place of the

gathering

Invitation Letter Dear Sirs,

Re: Informing the Visiting Intention

It’s a great pleasure to announce you that our President Mr. XX intends to visit Xi’an, China with some of our technical and commercial directors in order to hold business negotiations with you about the San Men Xia. Water Conservancy Project and of course to carry out the on-the-spot investigation with your technical and commercial directors and concerned personnel.

We would like to visit Xi’an in October this year. We should very appreciate it if you would furnish us with your invitation letter with which we can apply for the entry visa at the Chinese Embassy or Chinese Consulate.

Faithfully yours,

Invitation Letter (contd.) Dear Sirs,

Re: Sending the Invitation Letter

We have the great pleasure to learn your intention to visit Xi’an in October this year. It will be a great honor for us to negotiate face to face with you about the San Men Xia Water Conservancy Project. We believe that the cooperation of our two companies would be developed rapidly in the near future. We enclose herewith our invitation letter. We would be very much obliged if you would send us a list of the composition of your delegation and inform us your view on the timing of the visit, together with indication of what you would like to see and to do in Xi’an in order that we can make specific arrangement for your delegation.

We are expecting your arrival.

Faithfully yours,

Invitation Card

See Letter A & B on p131-132. Try to design an invitation card based on the information given in Letter B.

Key to the previous item.

To Commemorate the 10th AnniversaryMr. XXX, President

Of Shenzhen Trading Co., Ltd

Requests the pleasure of your company

At a Dinner PartyOn Saturday, June 6th At 7:00 to 9:30 p.m.

At Hilton Hotel in ShenzhenTo express sincere appreciation

R.S.V.P.

Thank-you Letter1. Begin with a statement of thanks2. Be specific about which is appreciated,

which reflects a sincere feeling of gratitude3. End with a positive and genuine statement

Note: see samples on p137-138

ExercisesWrite various cards according to the following information.

1. 谨订于 2005 年 X 月 X 日（周五）下午 6： 00～ 8： 00 北京饭店举行印度尼西亚国庆招待会 恭请光临。 印度尼西亚大使 请赐复2. 承张先生夫妇 5 月 4 日下午 7 点（周五） 盛邀晚餐 谨知 史密斯先生谨复3. 承张先生夫妇 5 月 4 日下午 7 点（周五） 盛邀晚餐 因事先有约，谨谢 史密斯先生谨复

Exercises (contd.)Keys for the previous items.

1. On the occasion of National Day the Ambassador of Indonesia

requests the honor of your presence at a Reception On Friday, XXX, 2005 From 6:00 p.m. to 8:00 p.m. The Beijing Hotel

R.S.V.P. Please reply

Exercises (contd.)Keys for the previous items.

2. Mr. Smith Accepts with pleasure Mr. and Mrs. Zhang’s Kind invitation to dinner

On Friday, May 4 At 7 p.m.

Exercises (contd.)Keys for the previous items.

3. Mr. Smith Regrets that a previous engagement Prevents him for accepting Mr. and Mrs. Zhang’s Kind invitation to dinner

On Friday, May 4 At 7 p.m.