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1、1,The General Principles of Business Writing,Chapter 1,2,Objectives,Identify and understand the seven Cs principle of business communication.,Grasp the guidelines for the seven Cs.,2,1,3,The seven Cs principle,clarity,courtesy,correctness,completeness,conciseness,consideration,concreteness,The seven
2、 Cs,4,4,1. Completeness 完整性,Completeness means your message contains all facts the receiver needs for the reaction you desire. Guidelines for Completeness: 完整性指南 Provide all necessary information. 提供所有必须的信息 Answer all questions asked. 回答所有问及的问题 Give something extra when desirable. 提供必要的额外信息,5,1. Com
3、pleteness 完整性,Provide all necessary information. 提供所有必须的信息 One way to help make your message complete is to answer the five W questionswho, what, when, where, why. (See the e.g. next page),6,1. Completeness 完整性,Example: Incomplete inquiry We need to buy a slitting line(纵剪机组). Please send me your quo
4、tation as soon as possible. Question: If you are a suppler of such equipment, are you going to send a quotion based on the above information?,7,1. Completeness 完整性,Answer All Questions Asked 回答所有问及的问题 Whenever you reply to an inquiry, try to answer all questions, including explicitly stated and also
5、 implied questions. (See the e.g. next page),8,1. Completeness 完整性,For example: A software distributor, when replying to a dealers letter, answered only four of seven questions. Because the original questions were unnumbered and somewhat buried in five long paragraphs, the respondent apparently over
6、looked or disregarded three of the seven. The reply, incomplete and unfriendly, caused the distributor to lose the business and goodwill of a potential customer.,9,1. Completeness 完整性,Give Something Extra When Desirable 提供必要的额外信息 Sometimes you must do more than answer the customers specific question
7、s. They may not know what they need, or their questions may be inadequate. So the words “when desirable”, in the above heading are necessary. (See the e.g. next page),10,1. Completeness 完整性,For example: Please fax me in return the departures from Singapore to Hong Kong on the 8th.“ In responding to
8、the above you would have to “give something extra” as to times of day, airlines flying that route, costs, and departure and arrival times.,11,11,2. Conciseness 简明性,Conciseness is saying what you have to say in the fewest possible words without sacrificing completeness and courtesy. Guidelines for co
9、nciseness: 简明性指南 Eliminate wordy expressions. 避免冗余的词句 Include only relevant material. 避免不相关的信息 Avoid unnecessary repetition. 避免不必要的重复,12,2. Conciseness 简明性,Eliminate Wordy Expressions 避免冗余的词句 The following are some suggestions you can use to reduce wordiness in your communication： (See the chart nex
10、t page),13,2. Conciseness 简明性,Omit unnecessary and misguiding expressions, for instance:,FRESH FISH FOR SALE HERE TODAY FRESH FISH FOR SALE HERE FRESH FISH FOR SALE FRESH FISH FISH,14,2. Conciseness 简明性,Using single-word instead of phrases whenever possible, Such as: Wordy: At the moment, At this ti
11、me Concise: Now (concise) Wordy: With regard to Concise: Regarding Wordy: Due to the fact that Concise: Because Wordy: Have need for Concise: Need,15,2. Conciseness 简明性,For Example: Wordy: We hereby wish to let you know that our company is pleased with the confidence you have in us. Concise: We appr
12、eciate your confidence. Wordy: At this time I am writing to you to enclose an interview card for the purpose of arranging a convenient time when we might get together for a personal interview. Concise: Please return the enclosed interview card to set up a convenient time for an interview.,16,2. Conc
13、iseness 简明性,Omit trite, unnecessary expressions, such as please be informed that. Here are some examples: Please be informed that we have received your first shipment. We have received your first shipment. Please allow me to say your comments on our proposal were very helpful. Your comments on our p
14、roposal were very helpful. Enclosed please find two copies of our illustrated catalogues. Enclosed are two copies of our illustrated catalogues.,17,2. Conciseness 简明性,Avoid unnecessary repetition. Use a shorter name after you have mentioned or defined the long one once. Use pronouns or initials rath
15、er than repeat long names. Cut out all needless repetition of phrases and sentences, e.g.: University of Science and Technology Beijing (USTB), and then you can use USTB hereinafter.北京科技大学 (北科大) Roth the telephone has been taken out. I have not been carrying on with Mrs. Minton. Until yesterday, she
16、 was my housekeeper”.,53,53,6. Courtesy 礼貌性,Courtesy is not merely politeness with mechanical insertions of “please” and “thank you”. Rather, true courtesy needs to use tactful tone and respective expressions. Guidelines for courtesy: 礼貌性指南 Be sincerely tactful, thoughtful and appreciative. 使用得体诚恳的词句 Use expressions that show respect. 使用表示尊敬的词句 Choose nondiscriminatory expressions. 使用非歧视性的词句,54,6. Courtesy 礼貌性,Be Sincerely Tactful and Appreciative 使用得体诚恳的词
