letter 2 form and structure.ppt

单击此处编辑母版标题样式,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Business Letter Writing,The Structure and Form of a Business Letter,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,Yu,Hua,District,Shijiazhuang 050018,China,Telephone:[phone],Fax:[phone],May 10,2007,John Smith,President,Brother Shirt Trading Company,NO.88,XXX Street,NYXXX111,New York,USA,Dear Mr.John Smith,Thank you for your letter of March 5.,Our company has the ,We are looking forward to your favorable reply.,Yours sincerely,Brother Shirt Trading Company,(signature),zhao,Tao,General Manager,4,5,6,7,8,9,Principal Parts:,1),Letterhead(or heading),The first and most obvious part of the letter,two functions:to identify where the letter comes from,and to form ones impression of the writers company.,Place on the,top,of letter;(left or middle),Contain the all or some of following elements:,the companys name,address,postcode,telephone number,fax number,internet address,email address,etc,.,For example:,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,Yu,Hua,District,Shijiazhuang,050018,China,Telephone:[phone],Fax:[phone],Principal Parts:,2),Date,Never send out a letter without a date;,Usually place,2 lines below,the letterhead,(left or right),Order of date:day/month/year,（,English,）,month/day/year,（,American,）；,Year:,cant be abbreviated,；,Month:,should be English not numbers.But it can be abbreviated,for example,January,can be wrote as,Jan.,；,Day:,better to use cardinal numbers.,For example:,April,20,2007(American form,the twentieth of April,two thousand and seven,),20,April,2007(English form,April the twentieth,two thousand and seven,),1-12,月份英文简写,一月,January,简写,Jan.,二月,February,简写,Feb.,三月,March,简写,Mar.,四月,April,简写,Apr.,五月,May,简写,May,六月,June,简写,Jun.,七月,July,简写,Jul.,八月,August,简写,Aug.,九月,September,简写,Sep.,十月,October,简写,Oct.,十一月,November,简写,Nov.,十二月,December,简写,Dec.,3),Inside Address,*,recipients address,usually begins directly or,place,2 lines below,the date line,at the left margin.,The information should be given in a way like:,Receivers name or his official title,Companys name,Number of the house and name of the street,District,name of the town or city,State or province,ZIP code,Name of country,For example:,President,Brother Shirt Trading Company,NO.88,Nanjing Road,Huangpu District,Shanghai,200000,P.R.C,3),Inside Address,信内把收信人名称地址写明对工作有便利。,对发信人而言，便利有二,：,一是发信时可与信封地址相互对照，避免放入信封时发生差误；,二是发信后便于准确归档，便于以后查找。,对收信人而言，便利也有二,：,一是收信人读信时，如发现信封名称地址与封内名称地址不符，可以知道是放入信封时发生错误，将信返回；,二是收信后如信封与信函分离原信仍能保持完整，便于查阅。,4),The Salutation,Two lines below,the last line of the inside address,from left margin.,Typical salutations are:,Relationship,Salutation,Male,Female,Not known,Dear Sir,Dear Sirs,Gentlemen:,Dear Madam,Dear Mesdames,Known,Mr.Smith,Dear Mr.Smith,Mrs.Smith,Dear Mrs.Smith,Familiar,Dear John,Dear Alice,5),The Body of the Letter,Usually,Two lines,below the salutation,it contains:,The Opening Sentence,The actual message of the letter,The closing sentence,About the opening sentence,When writing a letter to a company,a clear,straightforward should be used to indicate immediately what the letter is about,like:,With great delight I learn that,You were recommended to our company by the Bank of China New York Branch and we wish to.,About the opening sentence,When replying a letter,the date or the main content of the letter should be mentioned in a polite way,like:,Thank you for your letter of Sep.18,Your letter of the Sep.18 has been received with thanks.,Many thanks for your letter about,In reply to your letter of July 2 ,I must apologize for my delay in answering your kind letter.,About The closing sentence,Usually to sum up the message and to suggest the writers requirements to the receiver,like:,We look forward to hearing from you soon.,Please do not hesitate to contact us should you require any further information.,We would be grateful if you could send us this information as possible.,8),The,Complimentary Close,The expression for the complimentary close should be,in accordance with the salutation,.,Two lines,below the closing sentence.,Attention to punctuation.,Relationship,Salutation,Male,Female,Not known,Dear Sir,Dear Sirs,Gentlemen:,Dear Madam,Dear Mesdames,Known,Mr.Smith,Dear Mr.Smith,Mrs.Smith,Dear Mrs.Smith,Familiar,Dear John,Dear Alice,complimentary close,Yours faithfully,Faithfully yours,Yours truly,truly yours,Yours sincerely,Sincerely yours,Yours truly,Best regards,Best wishes,9),The Signature,Signature is placed,tow lines below,the complimentary close.,Usually consists of:,Manual signature of the writer,;,Typed name of the writer and his or her job title,.,For example:,Frank W.Weston,Frank W.Weston,General Manager,The Optional Parts,attention line,经办人,Send the letter directly to a specific individual,officer,or department.,Usually typed,two lines above the salutation,.,For example:,Attention:Import Dept.,Attention of Mr.Standard,General Manager,The Optional Parts,the subject line,事由,A subject line helps identify,the subject of the letter,call attention to the content of letter.,Placing the subject,two lines below the salutation,it is centered over the body of the letter.,A subject line is Often,underlined,.,For example:,Subject:New Price List,Re:offer,Our Sales Confirmation No.8,the enclosure,附件,An enclosure notation should be added to the business letter,when such documents as brochures,catalogues,price lists etc.are attached to the letter.,Two lines after the signature block,at the left margin,For examples:,Enclosures(3),Enc.1 invoice,Encl.3 catalogues,Encls,:as stated,the carbon copy,抄送,Carbon copy is used when copies of the letter are,sent to others,.,Type,CC,with the names of the persons who will receive the copies of the letter,Usually positioned,two lines below the signature block,at the left margin,one or two lines below the enclosure,For example:,CC The Trade Department,CC Mr.White,the postscript,附言,To be added when you find,something forgotten,to be included in the letter.,Two lines,below any other notations,at the lest margin.,It should be avoid as for as possible,For example:,P.S.I am planning a visit to your company.Lets meet and talk if it suits.Z.T.,（,手书，赵涛）,The Structure of a Business Letter,1),信头(,letterhead),2）日期,(date),3）封内名称和地址(,inside address),4）,经办人,(,attention),5）称呼(,salutation),6）事由（标题）(subject),7）正文(,body),8）结束语,(complimentary),9）签名(,signature),10）附件(,enclosure),11）抄送(,cc XX),12）附言(,postscript),Addressing Envelopes,Return Address,Stamp,Address,Remarks,收信人的姓名、地址：信封的中部或右下部，姓名前可加,to，,表示“致”；,寄信人的姓名、地址：可以不写，也可以写在信封的左上角，还可以写在信封背面。姓名前可加,from，,表示“寄自”；,邮票贴在右上角，如超过3张，贴在信封背面；,Remarks,1.,Immediate(Urgent),急件,2.,Confidential,机密信,3.,Registered,挂号邮件,4.,Express,快递邮件,5.,Printed Matter,印刷品,6.,Sample,样品,7.,Photo only,只有照片,8.,Do not fold,勿折,Form of Business letter,1,.Full Block,Form,平头式,Every part of a letter is typed from the left margin.,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,May 10,2007,John Smith,President,Brother Shirt Trading Company,NO.88,XXX Street,Dear Mr.John Smith,Thank you for your letter of March 5.,Our company has the ,We are looking forward to your favorable reply.,Yours sincerely,Brother Shirt Trading Company,2.Modified Block,Form,改良平头式,The,date line,complimentary close,and,signature,are aligned slightly past the center of the sheet,.,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,May 10,2007,John Smith,President,Brother Shirt Trading Company,NO.88,XXX Street,Dear Mr.John Smith,Thank you for your letter of March 5.,Our company has the ,We are looking forward to your favorable reply.,Yours sincerely,Brother Shirt Trading Company,3.Semi-Block,Form,半平头式,the first line of each paragraph in the,body of letter,should be indented,3-6 spaces,.,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,May 10,2007,John Smith,President,Brother Shirt Trading CompanyNO.88,XXX Street,Dear Mr.John Smith,Thank you for your letter of March 5.,Our company has the ,We are looking forward to your favorable reply.,Yours sincerely,Brother Shirt Trading Company,4.,Indented Form,缩行式,The,letter head,usually in the middle,the,complimentary close,and,signature,on the right-hand side.,Each line of the,inside name and address,should be indented,2-3 spaces,the first line of each paragraph in the,body of letter,should be indented,3-8 spaces,.,Hebei,Trading Company,Ltd.,No.70 Yu,Hua,East Road,May 10,2007,John Smith,President,Brother Shirt Trading Company,NO.88,XXX Street,Dear Mr.John Smith,Thank you for your letter of March 5.,Our company has the ,We are looking forward to your favorable reply.,Yours sincerely,Brother Shirt Trading Company,How to choose the format of letter?,According to the country of recipient;,Block form-American style,Indented Form-British style,According to the letter received;,About Business E-mail,E-mail,是目前贸易中的最常用的方式：,90%,的出口企业在网上联系新客户都会选择先发送电子邮件；,在,alibaba,会员中，有超过,90%,的会员一般都是首先通过电子邮件联系上新客户的,;,在格式和内容上，邮件比信函更灵活，更简单,收件人邮箱,抄送,密送,主题,客户公司名称,经办人,邮件主题,公司详细联系方式,正文,邮件写作技巧,（,1,）字体,使用专业的字体与大小，字体：,Arial,，大小：,10,号,（,2,）称呼,避免泛泛的客套称呼，称呼一定要个性化,要利用各种方式找到准确的姓氏,而且一定要准确地判定性别。如,Mr.XXX,（,3,）,邮箱的设置,最好使用专业的企业邮箱，最好不要使用免费邮箱，以免被屏蔽。,邮箱名的设置应写成英文,切忌用中文；,邮箱名可设置成你的英文名字，可设置成某产品名称，如做产品出口的话，可设置成,Chemical,Expoter,等等，可起到强化外商记忆的作用；,邮件写作技巧,（,4,）邮件标题,切忌空白标题,如果你的邮件没写标题，则外商看到的标题栏显示的一般都是“,No Subject”,。,切忌中文标题,，外商的邮箱不能识别中文字符而会出现乱码，故凡是中文标题的邮件被删的可能性极大,;,切忌长话标题,有些人习惯把邮件标题写成一句话殊不知很多老外都很反感此类邮件,;,切忌问侯标题,如,Hello,Hi,等等,总让老外们怀疑这是垃圾邮件或病毒邮件而绝不会冒险去打开,;,标题应直接写成该外商求购的,商品名称,就是简单的单纯的商品名称,前后不要加任何语言及规格,这样外商看到一目了然,一般都会打开看看的,;,标题甚至也可直接写成该,外商的名字或外商的公司简称,外商看到此类邮件,知道一定与自己有关,是一般不会冒然删掉的而都会打开瞧瞧的,.,邮件写作技巧,（,5,）邮件地址栏,最好是直接把外商的电子邮件地址小心粘贴到地址栏，不要抄写，以免抄错字母；,（,6,）落款,如果是公司的老板或高层，要记得添上你的头衔；如是一般外销员或部门经理，则应在落款姓名后应加上你的部门及职务；,要说明的是，即使你是一般外销员，对外联系时你仍可以用,Sales Manager,（销售经理）等的头衔，会让外商更重视你的邮件；,（,7,）联系方式,最好注明网址，引领其浏览更多信息；,