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How to Write Effective Business English THIS PAGE INTENTIONALLY LEFT BLANK ii Better Business English How to Write Effective Business English The essential toolkit for composing powerful letters, e-mails and more, for today’s business needs Fiona Talbot London and Philadelphia Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 525 South 4th Street, #241 Philadelphia PA 19147 USA © Fiona Talbot, 2009 The right of Fiona Talbot to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5520 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Talbot, Fiona. How to write effective business English : the essential toolkit for composing powerful letters, emails and more, for today’s business needs / Fiona Talbot. -- 1st ed. p. cm. ISBN 978-0-7494-5520-0 1. English language--Business English--Study and teaching 2. Business communication-Study and teaching 3. English language--Textbooks for foreign speakers. 4. Business writing. I. Title. PE1479.B87T35 2009 808’.06665--dc22 2009016900 Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in India by Replika Press Pvt Ltd Dedication I would like to thank my family, friends and clients for their support throughout my career. It is a wonderful fact that, by sharing experiences and lessons learnt, we all learn from each other, to our mutual benefit. Special thanks must go to my dear husband, Colin. I would like to dedicate this series to him – and to my son, Alexander, and my daughter, Hannah-Maria. And to my mother, Lima. THIS PAGE INTENTIONALLY LEFT BLANK vi Contents Preface xi Introduction 1 1. Why you need to write Defining readers, customers and audience Your audience can be anyone and everyone Why we write in business Readers judge writing for what it is A state of flux Your checklist for action 3 3 4 4 6 7 8 2. Defining business English ‘Standard’ and ‘variant’ English Defining native and non-native English speakers Common problems with English for global business Define business English within your company Your checklist for action 9 9 12 13 15 16 viii 3. 4. 5. Contents Writing English for global business Looking at how you use English at work Writing problems faced by non-native English writers Problems with non-native English writing for native English speakers Problems posed for native and non-native English writers alike Business writing as communication English continues to e