Travis Chang

是一般mail溝通很好的入門書, 其中還有針對業務開發信部分特別提及寫法, 適合每年看一次
一般對外聯繫都是使用英文, 因此也建議購買及閱讀原文版, 書籍可在網路買或是代買, 下述網址則可試閱
http://www.docin.com/p-37744797.html

書籍共分為四個章節
    第一章主要說明寫mail的三個步驟, 第一步先透過4個問題釐清寫信目的, 第二步很直覺的快速寫完, 第三步再回過頭修改確認
    第二章將mail內容分為兩種類型而有相對應寫法, 若是正面或中立的內容則直述, 若為負面內容則透過緩衝後以正面的說法陳述
    第三章則針對業務開發信提出主旨欄如何獲得注意, 內容第一部份則須建立興趣, 第二部分則需教育客戶取得認同, 第三部分則為明確的後續行動
    第四章則就常見的文法, 用詞及內容提出一般常見寫法和建議寫法, 看起來會是適合歐美國家的敘述方式

整理書摘如下

Part one    Writing is a three step process
    1    Pre-writing - analytical step(站在接收者的角度看, 而非寫的意圖, 確實寫下來可以幫助專心思考, 而非僅是簡單
          想過而已)
          1. Why am I writing
          2. What do I want to say
          3. What do I want to accomplish?(What is my motivation for writing?)
          4. What is the next step? Will my reader know what the next step is, and who is to take that action? - the most important
          part and the most mail are ignore
    2    Writing - creative step
          1. Just write down base on pre-writing content, do not think what is the best word or sentence need to be.
          2. There is no need to edit or criticize or doubt yourself during the writing step. Remind yourself that you will have a chance
               to revise, proof, and edit.
    3    Revision - build up professional reputation
          Read (not look at for a brief moment, but read) your document to see if
          What you wrote make sense   
          It accurately reflects your purpose for writing   
          It is grammatical   
          All spellings are correct - not only by software checking   
                    - by changing the format, ex. backcolor, size, print document…
                    - Read from the last word to the first
                    - Partner with a friend

Part two    The phycology of writing       
    1    Sending routine, good news, or neutual emails or letters       
          The reader - not the writer - determines how much background information she needs to read       
          Start with the main idea       
    2    Writing to readers who will be upset or hostile about the information you're providing       
          1. Buffer - a good buffer is both sincere and honest and helps the writer get the result you want - instead of a bull.    
          2. Buffer often accomplish their purpose, flows into additional points of information and education to move your reader to the
              "bad news"   
          3. Delivering the bad news positively, persuasively, and professionally.   
          4. Provide good news before bad news, presnet the bad news nicely, tell them what you want(have), not what you don't want(have)   
          5. Ending friendly and cooperatively   
          Never ask for something you don't want to have happen. Ex. Reject letter with no option but state"Please do not hesitate to call us"   
          Never says you're sorry, have to accompany the apology with a different solution or plan for the next time. Besides, that may cause a litigation problem.   

Part three    Selling your ideas       
          Focus on what matters to them, understand those individual agendas, differentiate. One size fits none.       
          Sales letter format       
                  Headline    1. Grab attention - what to avoid, reduce, eliminate, gain, save, profit, achieve or accomplish. - sell the opportunity, not the product, don't dress up the vocabulary, eight to sixteen word benefit laden headline. Focuse on what customer want, rather than on sales success and want.   
                  Content      2. Build interest with word picture   
                                          Three main types of stimuli, they are visual, auditory and kinesthetic. Writing with these 3 kinds of verb.
                                       3. Educate about your offer (features that important to him)   
                                          Deliver your feature - Let your reader know how other feel about your product or service, do it, buy it, like it, and want it. Your impeccable attention to etail and your concern for their welfare. The best way to talk about your features is for you not tot talk at all. Let the client or customer do it for you.
                                          Educate enough, but not too much - If you tell your reader everything, not only will you bore them, but you're likely to lose the sale. They care only what they care about.
                                          rn and not pay attention while reading. It would be better to list data rather than present it in pure narrative form. Use headings and subheadings. Use graphic tools like underlining, bolding, colors, and italics to make your point.
                                      4. Ask for action (what you want, explain the action step)   
                                          Including a clear, easy-to-understand, powerful action step. (Ex. A dedicate date for calling - writer strongly recommend)
                                          When your promise-to-call day spins out of control, call the prospect the next morning, or as soon as you are able to. Don't make a big deal out of your delay.
                                      5. The PS, or postscript, is a powerful tool to grab your reader's eye in a sales letter. It essentially reiterate your headline benefit in case your reader didn't get in the first time. Keep the PS short, sweet and focused on the reader   

Part four    Putting it all together       
        Impress the reader with what you know instead of the fancy words you know   
        Write the way you speak and then clean it up, if necessary, and use the comfortable words (conversational language)   
        Outdated word and phrases - ASAP, in the near future, attach "please find", "I would like to" thank you, thank you "in advance", as "per" your request, please "feel free" to call, please "do not hesitate to" call, needless to say, it is evident that, as far as I know, obviously, honesty, it goes without saying,    
        Write simply with correct word, correct punctuation marks, and email etiquette   
        Write thank you notes. They take so little time and mean so much to the receiver.