外贸开发信外贸开发信的重要性不言而喻，但很多人并不知道如何写好外贸开发信。
事实上，在外贸开发信中，标题、内容以及发送时间都是非常重要的因素。之前我们对三个隐私也都有过比较详细的探讨，例如：1.高回复率的开发信真的有万能模板吗？2.开发信总是没有回复的真实原因和解决对策。3.优秀思路的开发信写作进阶模板。
今天我就继续就外贸开发信内容应该怎么写的一些细节方面，抛砖引玉，希望能让更多外贸人有所受益。
一、外贸开发信写作技巧★文法★• 切忌主客不分或模糊。
例子: “Deciding to rescind the earlier estimate, our report was updated to include $40,000 for new equipment.” 应改为“Deciding to rescind our earlier estimate, we have updated our report to include $40,000 for new equipment. ”
• 句子不要零碎。
例子: He decided not to audit the last ten contracts. Because of our previous objections about compliance.
• 结构对称，令人容易理解。
例子:“The owner questioned the occupant's lease intentions and the fact that the contract had been altered with ink markings.”应改为:“The owner questioned the occupant's lease intentions and ink alterations of the contract.”
• 动词主词要呼应。
想想这两个分别：
A.This is one of the public-relations functions that is underbudgeted.
B. This is one of the public-relations functions, which are underbudgeted.
• 轻重有分。
同等重要的用and来连接，较轻放在次要的句子里，转接词要留神。例如: but (相反)、 therefore (结论)、also (增添)、 for example (阐明)，分不清furthermore和moreover就不要用啦。
另外，修饰词的位置要小心，例如:“He could only reimburse the cost after July 15. ”应为“He could reimburse the cost only after July 15.”
• 标点要准确。
例如:“He did not make repairs, however, he continued to monitor the equipment. ”改为: “He did not make repairs; however, he continued to monitor the equipment.”
• 用词要正确。
选词正确，比如affect和effect、operative和operational等就要弄清楚；拼字正确，这样低级的错误不要有；大小写要注意，非必要情况不要全部大写，例如: MUST change to OS immediately. 外国人就觉得不礼貌和喝令人一样，要强调的话，用底线，斜字，粗体就可以了。
★格调★• 式样和句子长度不要太单调。
subject-verb-object会闷死人的，有时短句跟着长句可以化解一下。
• 弱软的词(e.g. was, were, is, are...)可以加强一点。
例如: Prunton products are highly effective in 改为: Prunton products excel in 就有力很多了。
• 亲切、口语化是比较受欢迎。
用宾词和主动的词，让人家更易接受。例如: This information will be sincerely appreciated. 或We sincerely appreciate your information. 明显我们会喜欢第2句。
★写信提示★• 客户的名字和头衔千万不要错，两者择其一。
多过一个男人，用Messrs，就是Misters的意思，不要跟名字，跟姓就行，例如：Messrs. Smith, Wyatt, and Fury
女人用Mesdames、Mmesor Mses同样不要跟名字， 例子:Mses. Farb, Lionel, and Gray
男女一起的话弄清楚称呼就行，例如：Dr. and Mrs. Harold Wright、Mr. Harold Wright and Dr. Margaret Wright、Mr. and Mrs. Harvey Adams-Quinn
• 外国国名尽量用大写。
这是为尊重，也方便邮差叔叔。
地址上的数字直接用阿拉伯数字，除了One，例子:
127 Ninth Avenue, North
127 E. 15 Street
5 Park Avenue
One Wingren Plaza
556 - 91 Street
★开头致意★• 如果没有名字或是正规信件：
可以考虑这些：
Dear Committee Member:
Dear Meeting Planner:
Dear Colleagues:
To All Sales Reps:
To Whom It May Concern:
Dear Sir or Madam:
Dear Madam or Sir:
Dear Purchasing Agent:
• 如果是公司：
Gentlemen or Ladies:
Ladies or Gentlemen:
• 如果客户公司是全男或全女：
Dear Sirs:
Dear Ladies:
Dear Mesdames:
Gentlemen:
Ladies:
★书信结尾★• 留意结尾，弄清大家的关系才选择用词。
Very formal非常正规的(例如给政府的)：
Respectfully yours,
Yours respectfully,
formal正规的(例如客户公司之间)：
Very truly yours,
Yours very truly,
Yours truly,
Less formal不太正规的(例如客户)：
Sincerely yours,
Yours sincerely,
Sincerely,
Cordially yours,
Yours cordially,
Cordially,
Informal非正规的(例如同事之类)：
Regards,
Warm regards,
With kindest regards,
With my best regards,
My best,
Give my best to Mary,
Fondly,
Thanks,
See you next week!
有时在we, I, and you之间很难选择。
如果你是代表公司联络生意之类，可以用we；
如果单纯说你自己，可以用 I ；
有时可以一起用，比如：
We are pleased to offer you the position of sales director, and I am looking forward to our Tuesday morning meeting.
★签名★• 用笔亲自签名会比较好。
用笔亲自签名会比较好，不要电脑贴图或盖章，不要把Mr. Ms. Mrs. Dr.之类一起签。签名也看信件的语气，给朋友或公司客户，签Bill也可以，给陌生人就最好用Gates或者Bill Gates。
二、开发信模板篇幅有限，外贸充电站里领取一线外贸业务实战经历所总结的『外贸实战系列』学习资料，里面包含了『手把手教你写开发信』以及『客户开发跟进邮件模版』，总有一个适合你。
★开发信模板★• 模板一
Hi Sir/Madam,
Glad to hear that you're on the market for furniture, we specialize in this field for 14 years, with the strength of ERU&USA ANTIQUE FURNITURE, with good quality and pretty competitive price. Also we have our own professional designers to meet any of your requirements.
Should you have any questions, call me, let's talk details.
Best regards!
• 模板二
Dear purchasing manager,
Hello, this Lily Lee from xxx company, our company is a professional xx manufacturer with years experience. so we want take ourselves of opportunity to establishing business relation with you. Please link our company web site：xxx if you want to know more about our product. By the way, free sample are available.
Thank you in advance!
Best regards！
• 模板三
Dear Sirs:
We glad to get your information posted on xxxxxx.，that you are in the market for XXXX. We would like to take this opportunity to introduce our company and products, with the hope that we may work together in future. This is (Name) from (Company Name) which is specializing in (Products Name) for many years. According to your information posted on xxxx, we'd like to introduce this item for you, and it’s future have XXXXXXXXXXX (products information)..... If you want to see more items, please visit our website should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements.
We look forward to hearing from you soon.
Best Regards！
• 模板四
Dear Mr. Mound Klamath,
Glad to get your contact info from India mart! We supply homogenizers and ice cream freezing machine with good quality and very competitive price. Hope to be a partner of your company! E-catalog will be provided if needed.
Email me or just call me directly. Thank you!
Best regards！
另重要提醒：早已成为外贸人开发客户重要渠道的领英(LinkedIn)，在中国大陆登录会被强制跳转至更新改版后的领英职场，失去了直接进行搜索客户，添加好友，沟通对话等开发客户必备的功能。很多人因此而手忙脚乱，不知道如何解决应对，甚至是一顿瞎折腾，导致自己的领英(LinkedIn)账号被封。
其实我在第一时间就已经分享了非常详细的应对方法，只要按照步骤去做就可以解决。不要去走弯路，更不要去走错路：领英(LinkedIn)改版！什么功能都没有了。外贸人该怎么继续用领英(LinkedIn)开发客户？
浙公网安备 33010802012068号
