Тема 5. Деловы письма (business letters) (стр. 2 )

Example

Dear Mrs Jackson

ICF Conference Prague November 10-11 20. ..

Complimentary close

It is customary to end the letter in a polite way by using a complimentary close. The two most common closes are "Yours faithfully" (used only with Dear Sir/Sirs/Sir or Madam) and "Yours sincerely" (used with personalized salutation). Note that Americans tend to close even formal letters with Yours truly or Truly yours.

Examples

Dear Sir Dear Sirs Dear Madam Dear Sir or Madam Gentlemen:	Yours faithfully Yours truly/Truly yours
Dear Mr. Leighton Dear Mrs. Jackson	Yours sincerely
Dear Melanie Dear John	Best wishes

Signature

After the complimentary close 4 or 5 clear spaces should be left so that the letter can be signed. The name of the sender should then be inserted in whatever style is preferred - capital letters, or initial capitals only. The sender's position in the company or department should be shown directly beneath his/her name. In these examples note that the title "Mr." is never shown when the writer is male. However, it is usual to add a courtesy title for a female; this is shown in brackets after her name.

Examples

Yours faithfully         Yours sincerely

Ronald Jones         Emma Ernst (Mrs)

Chairman         General Manager

When a letter has to be signed on behalf of the sender, it is usual to write "for" or "pp" in front of the sender's printed name; "pp" is an abbreviation for "per pro(curationem)", which simply means "on behalf of.

Example

Yours faithfully        Yours faithfully

for Ronald Jones        pp Jillette Ltd

Chairman         Marketing Manager

Inclosures

There are many different methods of indicating that an enclosure is being sent along with the letter and "Enc" or "End" at the foot of the letter is the most common for indicating enclosures.

Example

Yours sincerely

Hugo O'Donnel

Marketing Manager

Enc.

Copies

When a copy of a letter is to be sent to a third party (usually someone in the Sender's organization) this may be indicated by typing "c. c." (carbor copy) or "Copy" followed by the mime and designation of the copy recipient. If there are two or more copy recipients, it is usual to show these in alphabetical order.

Example

Copy Mr Paul Norman, General Manager

Mrs Susan Wright, Accountant

Ms Judy Slight, Company Secretary

If the writer does not wish the recipient of the letter to know that a third person is receiving a copy of the letter, then "b. c.c." (blind carbon copy) is used. This should not be shown on the top of the letter, only on the file copy and bcc copy/ies.

Example

Bcc Mr James Freeman, Sales Manager

POINTS TO REMEMBER

The layout and presentation of your letter are important as they give the reader the first impression of the firm's efficiency. There are two styles of letter: blocked and indented. Both are accept­able, but the blocked style with open punctuation is most common. Write both addresses in as much detail as possible in the correct or­der. Make sure you use the recipient's correct title in the address and salu­tation. If in doubt as to whether a woman is single or married, use Ms. Do not abbreviate dates. The use of figures instead of words for dates create problems. Choose the correct salutation and complimentary close. When you begin with Dear Sir or Dear Sirs or Dear Madam or Dear Sir or Madam, end with Yours faithfully. But if you use a personal name in the salutation, then close with Yours sincerely. Make sure your references are correct. Make sure your signature tells the reader what he/she needs to know about you.

Questions to text 1 (Structure and presentation)

What styles can be used when writing business letters? What information does the printed letterhead give about the com­pany? Where do you write the date? Should you abbreviate dates? What details do you have to know when writing the inside (receiver's) address? In what order should you write the inside address? What is open punctuation? Why do you have to be careful when choosing the correct salutation and complimentary close? Why is it advisable to type your name after your handwritten signature and include your title? What information does the printed letterhead give about the company? Why are references quoted in the letter? What abbreviation do secretaries use when signing letters on behalf of their bosses? In what way do you indicate that you are sending with the letter leaf lets, etc.? What will you write if the letter is intended only for the eyes of the named recipient? What does "c. c." stand for? When do you write "b. c.c."?

Text 2

CONTENTS AND STYLE

Read, translate and discuss the text. Make use of the vocabulary notes.

This unit gives you some general hints on how to write business letters; how much information to give, how to plan your letter, what sort of style to use, how to make your letters as clear, informative and accurate as possi­ble.

Length

The length will depend on the subject of the letter, it is also a question of how much information you put in the letter, but getting your letter the right length is generally a question of including just the right amount of informa­tion. But a word of warning: it is better to include too much information than too little.

Order and Sequence

As well as containing the right amount of information, your letter should also make all the necessary points in a logical sequence, with each idea or piece of information linking up with the previous one in a pattern that can be followed.

Planning Your Letter

The way to get the right amount of information in your letter, and to get it in the right order, is by planning.

THREE PARAGRAPH PLAN

1. Introduction         Why are you writing?

(Background and Basics)  Refer to a previous letter, contact or document

2. Details  Give instructions

  (Facts and Figures)  Ask for information

  Provide all relevant details

  Separate into paragraphs for separate themes

  Ensure a logical flow

3. Close         A simple, relevant closing sentence is

  all that is often necessary

First Paragraph

Opening or introduction

The first paragraph will state the reason for the communication. It may:

Acknowledge the previous correspondence Refer to a meeting or contact Provide an introduction to the matter being discussed

Example:

Thank you for your letter of 2 May 20_____....

Further to our discussion on insurance matter...

The first sentence or paragraph of a letter is an important one since it sets the tone of the letter and gives your reader his first impression of you and your company. Generally speaking, in the first paragraph you will thank your correspondent for his letter (if replying to an enquiry), introduce yourself and your company if necessary, state the subject of the letter and set out the purpose of the letter.

Second (main) Paragraph

Details

This main part of the letter gives all the information which the recipient needs to know. It concerns the points that need to be made, answers you wish to give, or questions you want to ask. It is worth emphasizing that it is in the second paragraph of a letter that planning is most important, to make sure that your points are made clearly, fully and in a logical sequence. Draw the message to logical conclusion. It may:

State the action expected from the recipient State the action you will take as a result of the details provided Encourage further enquiries or correspondence

Example:

Please let me have full details of the costs involved together with some sample clothes.

As requested we are enclosing our latest quotation DDP Kiev. Delivery will be made six weeks of order.

Payment should be made by L/C, valid for 3 months.

Third Paragraph

Close

A simple one-line closing sentence is usually all that is necessary to con­clude a message. This should be relevant to the contents of the message.

Examples:

I look forward to meeting you in our office.

I look forward to your early reply.

This three paragraph plan for structuring all written communications is illustrated in Specimen letter No 4.

Abbreviation

Abbreviations can be useful because they are quick to write and easy to read. But both parties need to know what the abbreviation stands for. The abbreviations c. i.f. or f. o.b., for example, are recognized internation­ally as meaning cost, insurance, freight and free on board. If you are not absolutely certain that an abbreviation will be easily recog­nized do not use it.

Figures

Sometimes the use of figures instead of words for dates can create prob­lems.

Numerical expressions can also cause confusion. For example, the deci­mal point in British and US usage is a full point rather than a comma as used in most continental European countries so that an English or Ameri­can person would write 4.255 where a French person would write 4,255 (which to an English person would mean four thousand two hundred and fifty-five).

Accuracy

Careless mistakes in a letter can create a bad impression on your reader. Spelling, punctuation and grammar should be checked carefully. Make sure that you use the correct title in the address and salutation, that you spell the correspondent's name correctly.

Enclosures

Always check that you have actually enclosed the documents you have mentioned in your letter. When sending a covering letter with an order, make sure you have quoted the on lor number accurately in your letter.

       Specimen Letter 4

       

Opening (give a brief intro­duction) Details (separate paragraphs, flowing logically) Conclusion (action ex­pected from the recipient) Close (a simple closing statement)

Ruffette Ltd Wilton House, Swindon Road, Manchester M22 YTH Telephone [phone] Fax [phone] E-mail: *****@***com PW/PD 12 May 20__         Mrs Clemance Stamfi Sales Manager Via Marghera, 27 185 Roma Italy Dear Mrs. Stamfi QUOTATION FOR UPHOLSTERY I am writing to thank you for your letter of 5 May and for the samples of upholstery you kindly sent us. We are impressed by the excellent quality of your fabrics but unfortunately your prices appear to be on the high side even for the fabrics of this quality. If we accept the prices you quoted it would leave us with only a small profit since in this market the demand is for the fabrics in the medium price range. We would be happy to do business with you if only you could reduce your price by five-seven per cent. This will help us introduce your goods to our customers. I look forward to having your view on the matter. Yours sincerely Peter Walker Marketing Manager

POINTS TO REMEMBER