外贸人写开发信是每日必要日常工作，其实我也不喜欢称之为工作，因为把开发信当成自己的日常流程来写，就想吃饭睡觉，才会显得不那么累，加上工作两个字，就难免会变成抱怨的借口了。连Andy大神都每天诚诚恳恳地写开发，我们还有什么理由不写呢？！
我们的开发信的一般格式；
To：Mr. XXXX, Purchasing Manager,(just for your reference )
IBM( company name)
Add: (mailing address)
Tel: (don’t tell me you don’t know your prospect’s tell if you are a sales)
Fax: (ditto)
Mobile: (ditto)
Others: (ditto)
Dear Sir,
Sub: XXX Qualified Manufacturer and Reliable Business Partner
接下来就是开发信正文；
Thanks and with best regards
Your signature
Position：
COmpany：
Tel：
Fax：
Web：
这是比较正规规范的一个格式，其实这种格式也是比较能让客户一目了然的，开发信不外乎就是要引起客户的共鸣，把自己想要表达的东西表达清楚就可以了，不要过多增加无畏的修饰，这是比较忌讳的。
格式说完我们来说下开发信的原则，开发信跟我们人一样，也是有原则的，只有你认真写开发信，客户才会感受到来自于你的尊重，敷衍的开发信客户一眼就看得出，甚至看不会看，那么你这封开发信就没有意义了~
七大原则：
一、Courtesy 礼貌
语言要有礼且谦虚，及时地回信也是礼貌的表现。
例如：
We have
received with many thanks your letter of 20 May, and we take the pleasure of
sending you our latest catalog. We wish to draw your attention to a special
offer which we have made in it.
You will be particularly interested in
a special offer on page 5 of the latest catalog enclosed, which you requested in
your letter of 20 May.
二、Consideration
体谅
写信时要处处从对方的角度去考虑有什么需求，而不是从自身出发，语气上更尊重对方。
例如：
“You
earn 2 percent discount when you pay cash. We will send you the brochure next
month. ”就比 “We allow 2 percent discount for cash payment. We won't be able to
send you the brochure this month.” 要好。
三、Completeness
完整
一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，确忌寄出含糊不清的信件。
四、Clarity
清楚
意思表达明确，要注意：
(一)避免用词错误：
例如：As to the steamers
sailing from Hong Kong to San Francisco, we have bimonthly direct
services.
此处bimonthly有歧义：可以是twice a month 或者once two
month.故读信者就迷惑了，可以改写为：
1.We have two direct sailings every month from
Hong Kong to San Francisco.
2.We have semimonthly direct sailing from
Hong Kong to San Francisco.
3.We have a direct sailing from Hong Kong
to San Francisco.
(二)注意词语所放的位置：
例如：
1. We shall be
able to supply 10 cases of the item only.
2. We shall be able to supply
10 cases only of the
item.
前者则有两种商品以上的含义。
(三)注意句子的结构：
例如：
1.We
sent you 5 samples yesterday of the goods which you requested in your letter of
May 20 by air.
2.We sent you, by air, 5 samples of the goods which you
requested in your letter of May 20.
五、Conciseness
简洁
(一)避免废话连篇：
例如：
1.We wish to acknowledge receipt of
your letter...可改为：We appreciate your letter...
2.Enclosed herewith
please find two copies of...可改为: We enclose two copies
of...
(二)避免不必要的重复：
(三)短句、单词的运用：
Enclosed
herewith----->enclosed
at this time----->now
due to the
fact that----->because
a draft in the amount of $1000----->a
draft for $1000
六、Concreteness 具体
直接了当地指出产品的优势，
七、Correctness 正确
针对产品描述正确是肯定的，不要错漏百出。
