Example:
(a) We are sorry that you misunderstood us.
(b) We are sorry that we did not make ourselves clear.
Those sentences are saying the same meaning, but A’s tone is blaming the other side. B’s tone is bearing the duty actively. The difference between those is in the expression. The reader will get a very different mood from them.
Through the comparison of the example, we should grasp the principle of courtesy.
Poor: You did not enclose the price lists in your letter.
Better: The price lists were not enclosed in your letter.
Poor: We must refuse your offer.
Better: We regret that we are unable to accept your offer.
1.2.2 Consideration
The consideration principle, it requires the writer to use “You-attitude”, not “We-attitude”. Try to put yourself in his or her place to give consideration to his or her wishes, demands, interests and difficulties. In order to impress your readers with goodwill, the contents of your letter must be the well-connected to communicate your message. The best effect is a letter that achieves its purpose while refraining from harming business relationship or friendship. Even if you receive an impolite or unfriendly letter, do not reply the writer with a mean tone. Use the positive tone as much as possible and try to avoid using negative tone. Here are some examples to experience the tone and attitude.
Example:
Poor: We allow 3 percent discount (We-attitude)
Better: You earn 3 percent discount (You-attitude)
Poor: We do not believe you will have cause for dissatisfaction (Negative)
Better: We feel sure that you will be satisfied (Positive)
1.2.3Clarity
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