Writing Principles of Effective Business Letters
An effective business letter is a good advertising of a company and can deliver the company's images to its customers.In other words,a handsomely-written business letter contributes to successful business.In order to write a good and effective business letter,it is essential to master some common requirements or principles,which can be summed up in the 7Cs'principles,that is,clearness, conciseness,courtesy,consideration,completeness,correctness and concreteness.
2.1 Clearness
The so-called clearness is to make sure that what you write is so clear without any ambiguous words or sentences that it can't be misunderstood.As is known that any vague or ambiguous point in a letter will cause unnecessary trouble to both sides,clearness is often regarded as one of the main principles in business letter writing.To achieve clearness or clarity,a writer should first have a clear idea of what he or she wants to convey in a letter to achieve one idea in a sentence,one topic in a paragraph and one matter in a letter,and then obey the following rules:
Avoiding using unclear or ambiguous words
The business letters never use some unclear or ambiguous words,since those words may make the receiver misunderstand the meaning of the letters.For example:
As to the steamers sailing from Shanghai to Seattle，we have bimonthly direct services.
Here the word“bimonthly”actually has two meanings,one of which is“twice a month”and the other of which is“once two months”.Thus readers will feel puzzled about its meaning in this sentence.In order to achieve a clear and definite meaning, this sentence can be rewritten as the following:
“We have two direct sailings every month from Shanghai to Seattle.”Or“We have a direct sailing from Shanghai to Seattle every two months.”
Paying attention to the position of the modifier
The same modifier will lead to different implication and function when it is put in different position of the sentence.For example:
“We can supply 80 cartons of the item only.”or“We can supply only 80 cartons of the item.”
In first sentence,“only”is used to modify“the item”,referring that the supply is only this item,not others.But in second sentence,“only”is used to modify“80 cartons”,referring that the quantity of the supply is only 80 cartons.
Paying attention to the rationality in logic and coherence
When writing a business letter,it is important to pay attention to the rationality in logic and coherence.For example:
We wrote a letter.It was addressed to Mr.Henry.He is the sales manager.
The above three simple sentences are not coherent in meaning,because every sentence has its own meaning separately.Thus readers can't catch the main idea and understand what the writer will tell them at all.This problem will be solved if the whole sentence is rewritten like this:We wrote a letter to Mr.Henry,the sales manager.
2.2 Conciseness
Conciseness means you should clearly express what you would do in a short and pithy style of writing as possible as you can without sacrificing completeness, concreteness and courtesy.It is also one of the main principles in business letter writing because concise expressions enable to save time for both parties.To achieve conciseness,the following rules must be observed:
Making a long story short and try to avoid wordy expressions
Try to use a word or phrase to express your idea as much as possible instead of using long sentences or causes.Compare the following sentences in the table:
Avoiding using out-of-date commercial jargons
Similarly,it is imperative to try to avoid using some out-of-date commercial jargons.It is easy to find the comparison between out-of-date commercial jargons and modern English shown as follows:
Avoiding unnecessary repetition
Some unnecessary repetition looks wordy as well as makes the readers uninterested.For example:
We have begun to export our products to the foreign countries.
In this sentence the word“export”just means“selling the products to foreign countries”,so the adverbial“to the foreign countries”is unnecessary repetition of the word“export”.The sentence should be rewritten like this:We have begun to export our products.
2.3 Courtesy
Courtesy plays a considerable role in business letter writing as well as in business activities.It is a favorable card,helping to strengthen your present business relations and to establish new ones.It not only means politeness,but also means thinking about the interests of the customer or the other party.In order to achieve this,a writer should try to avoid irritating,offensive or disrespectful expressions.In addition,to answer letters promptly is also a matter of courtesy. There are the following rules observed:
Changing the commanding tone into requesting tone
It is clear that requesting tone in business letters is better than the commanding tone.For example:
Tell us more detailed information about your requirements.
This sentence can be changed into following and show a good effect to the receiver.
Would you tell us more detailed information about your requirements?
Using mitigation to avoid overemphasizing your opinion
Some typical expressions about the use of mitigation are the following:we are afraid that…,we may/might say…,it seems to us that…,we would suggest that…, as you are/may be aware…,etc.Actually,using mitigation can effectively avoid overemphasizing your requirements.For example:
You must cut down your price by 10%.
This sentence also can be changed by using mitigation to avoid overemphasize your opinion.
We would suggest that you must cut down your price by 10%.
Using passive voice accordingly
Sometimes passive voice appears more courteous than active voice because it can avoid blaming the doer of the act.For example:
The price list was not enclosed in your letter.
Never using the words with forcing tone
In business world,all people are equal in rights and obligations.Therefore,it is essential to try to avoid using the words with forcing tone.For example:
Not good:We must refuse your offer.
Good:We regret that we are unable to accept your offer.
Using the words with the meaning of joy，thanks or regret
Usually,business people often use the words or expressions to demonstrate the meaning of joy,thanks or regret emotion.For example:
We shall feel happy if you can deliver all the goods in one time. Your early reply will be highly appreciated.
We regret to say that we haven't received your L/C in time.
2.4 Consideration
Consideration refers to thoughtfulness,that is,emphasizes You-attitude rather than We-attitude.When writing a letter,keep the readers'requests,needs,desires as well as their feelings in mind.Plan the best way to deliver the information for the readers to receive.There are two typical rules observed as the following:
Adopting you-attitude instead of we-attitude
In business letters,the writer should memorize to adopt you-attitude rather than we-attitude.So-called You-attitude means emphasizing the recipient's attitude rather than We-attitude i.e.the writer's attitude.Compare the following pairs of expressions in the table:
Focusing on the positive approach
It is suggested that the writers try to discuss problems in a positive way rather than in a negative way.Compare the following pairs of expressions in the table:
2.5 Completeness
A business letter should contain all the necessary information to the readers and answer all the questions and requirements put forward by the readers.Here completeness emphasizes that all the matters are stated or discussed,and all the questions are answered or explained.It is essential to check the message carefully before it is sent out.In order to verify the completeness of what you write,five“Ws”（who,what,where,when and why)and one“h”（how)should be used to check the writing purpose and content of the letter.
2.6 Correctness
Correctness refers not only to correct usage of grammar,punctuation and spelling,but also to standard language,proper statements,accurate figures and the correct understanding of commercial terms.When writing a business letter,it is better to avoid any mistake in grammar,choose the only accurate facts,words and figures,and take a matter-of-fact attitude to clearly state what you will say.Also,it should be pointed out to pay attention to the correct understanding and using of the commercial terms.
2.7 Concreteness
A business letter should be specific,definite and persuasive instead of being vague,general and abstract,especially for replying,inquiring,making an offer or acceptance,etc.Using specific facts,figures and time can make the information more concrete,vivid and convincing.Comparing the following statements in the table,it is easy to find that it is imperative to use some concrete rather than abstract expression.
