课程背景：
无论微信等及时通讯变得如何快捷，用文字进行书面沟通的方式和效果都是无法取代的，也是企业中人必须掌握的基本技能。面对全球不同文化背景下的职业人士，如何使用邮件或其他写作方式进行有效沟通？格式准确吗？行文规范吗？用语得体吗？逻辑清晰重点突出吗？能高效解决问题吗？书本是怎么写的？经验是怎么说的？企业内部又有什么特殊的规定？本课程旨在解决英文商务写作中规范化、逻辑化及写作技巧等问题，改善跨文化商务沟通的效率和效果，
课程收益：
1.更加清晰有条理 Be Clear
- 使用恰当的思维模式和结构陈述信息，表达观点。
- 让你的文案清晰、简洁、易懂。
2.更加职业 Be Professional
- 结合各类型文案的实际案例，将商务写作的规范要求、写作技巧和注意细节等方面进行生动的演绎，帮助写作者提升职场价值，企业提升商务沟通效能。
3.更具说服力Be Convincing
- 理解跨文化沟通，在说服他人和处理棘手问题时更加有策略和技巧，实现目标的同时增进彼此信任关系。
课程对象：需要用英文进行商务写作沟通的企业职员、管理人员等
课程内容
单元一 商务英文写作沟通概述
1、 商务沟通的重要性
2、 沟通结果最大化:Task+Trust
3、 商务公文的四大写作原则：准确、简洁、庄重、规范
4、商务沟通的5W1H
A. WHY—目标明确
B. WHO—分析受众
C．WHAT—主题清晰
D．WHEN&WHERE—何时何地
E．HOW--选择适当的传递渠道
5、理解跨文化沟通语境
A. 企业文化与道德规范
B. 跨文化沟通的高低语境
案例：《常用英文沟通术语：职位、缩写、关键词》
单元二 简洁高效的英文电子邮件
1、 电子邮件沟通概述
A．电邮沟通的重要性
B．电邮沟通的功能
C．电邮沟通的原则
测试：《何时该发送电子邮件？》
D．电邮是企业公文！
2、 电子邮件的格式
A．慎选发送对象：收件人、抄送和密送的区别
B．标题的重要性与规范
案例：《恰当与不恰当的标题》
C．内容：5W1H和KISS
案例：《邮件内容常见错误分析》
D．专业的签名栏
3、电子邮件的沟通礼仪
A.准确的拼写与语法
B.谦恭有礼
案例：《“暴力”信函》
C．选择标识：紧急、参考及其它
案例：“自动回复”和“离开办公室”的设置
单元三 商务英文写作技巧
1、构建金字塔逻辑结构—从线性到结构化的思维转变
A. 从结论说起
案例：《给Shirley的一封邮件》
B. MECE的原则
C．创建金字塔的方法--自下而上和自上而下法
D．结构化思维的四大特点
案例：《结论先行、以上统下、归类分组、逻辑递进》
E．结构化思维常用框架：4P、4C、4M1E、5W2H、PQCDS、PRER
2、商务英文写作六大步骤
A. 制定行动目标：主动目标与被动目标
案例：《一个通知邮件的主动目标》
B. 决定正式程度：公文正式程度由什么来体现？
C. 设定总体风格：公文的游说矩阵
案例：《一份需求的不同写法》
D. 选择层次结构：连贯式、并列式、分析问题式等
E. 列出大纲：提纲法和辐射法
F. 撰写初稿
3、简洁高效的表达—KISS英文写作原则
A.主动或被动语态
B.名词或动词
C.如何简洁
D.长句或短句
E.对称结构
F.从读者的角度出发
练习：《简洁的表达》
4、用写作创造职场价值
案例：《市场部给销售部的邮件怎么写？》
A. 换位思考
B. 正向思维
练习：《正向引导法》
C. 注意语气
案例：《软垫式语言》
D．消除偏见
E．建设性反馈—批评的艺术
练习：《建设性批评五部曲》
F．赞美的技巧
练习：《BIA模型》
单元四 常见商务英文沟通文案
1、告知和肯定性文案
A．开头交代好/重要消息
B． 解释所有读者的利益
2、否定性文案
A．清晰客观描述问题
B．说明原因
C．提供解决方案供选择
D．以积极、展望性陈述结束
3、说服性文案
A． 直接要求式
B．问题解决式
4、投诉性文案
案例：《来自物料部的投诉》
5、常见错误纠正：太随意、太模糊、太冗长等
练习：《企业实际案例--不同类型的文案写作》
Business English Writing & Communication Skills
Course Background:
No matter how fast the instant communication such as wechat becomes, the way and effect of written communication with text can not be replaced, and it is also a basic skill that enterprises must master. How to communicate effectively with professionals from different cultures around the world using email or other forms of writing? Is the format accurate? Is it written properly? Is it appropriate? Is it clear and focused? Can you solve problems efficiently? What does it say in the book? What does experience say? What are the special rules within the enterprise? This course aims to solve problems such as standardization, logic and writing skills in English business writing, and improve the efficiency and effect of cross-cultural business communication.
Course Benefits:
1. Be Clear
- Use appropriate thought patterns and structures to present information and express ideas.
- Make your copy clear, concise, and understandable.
2. Be Professional
- Combined with the actual cases of various types of copywriting, the standard requirements, writing skills and attention to details of business writing are vividly interpreted to help writers enhance the value of the workplace and enterprises improve the efficiency of business communication.
3. Be Convincing
- Understand cross-cultural communication, be more strategic and skillful in persuading others and dealing with difficult problems, and enhance mutual trust while achieving goals.
Target audience: Corporate employees and managers who need to communicate in English for business writing
Unit 1 An overview of business English writing and communication
The importance of business communication
Maximize communication results :Task+Trust
The four principles of writing business documents are accurate, concise, solemn and standard
4. 5W1H of business communication
A. WHY - Have A clear goal
B. WHO - Analyze the audience
C.hat - Clear topic
D.hen&where - where and when
E.low - Choose the appropriate delivery channel
5. Understand the context of cross-cultural communication
A. Corporate culture and ethics
B. High and low context of cross-cultural communication
Case: "Common English Communication Terms: Position, Abbreviation, Keywords"
Unit 2 Concise and efficient E-mail in English
An overview of email communication
A. The importance of email communication
B. The function of email communication
C. Principles of email communication
Quiz: When Should I Send an Email?
D. Email is a corporate document!
The format of the email
A. Choose who to send to: The difference between recipients, CC and BCC
B. The importance and norms of the title
Case Study: "Appropriate and Inappropriate Titles"
C. Content: 5W1H and KISS
Case: Analysis of Common Errors in Email Content
D. Professional signature bar
3. Email communication etiquette
A. Accurate spelling and grammar
B. Be courteous
Case: "Violent" Letters
C. Select identification: Emergency, Reference, and others
Example: "Auto reply" and "out of office" Settings
Unit 3 Business English writing skills
1, Build a pyramid logical structure - from linear to structured thinking
A. Start with the conclusion
Case: "An Email to Shirley"
B. Principles of MECE
C. Methods of creating pyramids - bottom up and top down
D. Four characteristics of structured thinking
Case: Conclusion First, Above and below, Classification and Grouping, Logical Progression
E. Common frameworks for structured thinking: 4P, 4C, 4M1E, 5W2H, PQCDS, PRER
2. Six steps of business English writing
A. Set action goals: active goals and passive goals
Case Study: "An Active Target for Notification Mail"
B. Determine the level of formality: What is the level of formality of a document?
C. Setting the overall style: a lobbying matrix for public documents
Case: "Different Ways to Write a Demand"
D. Choose hierarchy: coherent, parallel, analytical question, etc
E. Outline: outline method and radiation method
F. Write the first draft
3, concise and efficient expression - KISS English writing principles
A. Active voice or passive voice
B. Nouns or verbs
C. How concise
D. Long or short sentences
E. Symmetrical structure
F. Start from the reader's point of view
Exercise: "Simple Expression"
4. Create workplace value with your writing
Case: "How to write an email from Marketing Department to Sales Department?"
A. Empathy
B. Positive thinking
Exercise: "Forward Guidance"
C. Watch your tone
Case Study: Cushioned Language
D. Eliminate prejudice
E. Constructive Feedback - The Art of Criticism
Exercise: Five Pieces of Constructive Criticism
F. The art of praise
Exercise: BIA Model
Unit 4 Common business English communication copy
1. Informing and affirmative writing
A. Good/important news at the beginning
Explain the interests of all readers
2. Negative copy
A. Describe the problem clearly and objectively
B. Explain the reason
C. Provide solutions to choose from
D. End with a positive, forward-looking statement
3. Persuasive copy
Direct demand form
B. Problem solving
4. Complaint copy
Case: Complaint from Materials Department
5, common error correction: too casual, too vague, too lengthy, etc
Exercise: "Real Business Cases - Different Types of Copywriting"
授课老师
罗伟 COLART英国柯雅美术中国公司 中国区销售总监
常驻地：天津
邀请老师授课：13439064501 陈助理
