PROPOSALS and PERSUASION

1. PROPOSALS and PERSUASION A Guide for Creating Effective Proposals Based on Anderson, Paul V. Technical Writing: A Reader-Centered Approach, and Markel, Mike. Technical Communication, 9th ed. 2010. (432-453).

2. Proposal • “A proposal is an offer to carry out research or to provide a product or service” (Markel 432). • “In a proposal, you make an offer and try to persuade your readers to accept it” (Anderson 619).

3. Types of Proposals • Internal • A request to carry out a plan within an organization (Markel 433) • External • Solicited • Unsolicited

4. Deliverables • What will the proposal deliver to the client? • A request to research will deliver information about a problem • A request to provide goods or services will meet a client’s need for those products

5. Proposal Elements • Introduction • “The purpose of the introduction is to help the reader understand the context, scope, and organization of the proposal” (Markel 441) • “Briefly, we propose to … (Anderson 622)

6. Proposal Elements • Problem • What is the problem? (clear statement) • Who is this a problem for? (client and others’ affected) • Why is this problem important to your target audience? (show the benefits to your client(s))

7. Proposal Elements • Solution(s) / Proposed Program / Plan of Work • What exactly do you propose to do? • How do your goals/objectives create a solution to your problem/project?

8. Proposal Elements • Methodology • How do you plan to do those things? What method will you use? • What is your plan for completing this project? What is the division of labor? • Resources • Do you have the materials you need? (Internet, library, experts, questionnaires, surveys?)

9. Proposal Elements • Criteria • Provide features of a successful solution • State specific objectives of your project • Show how the objectives tie-in to the problem statement

10. Proposal Elements • Qualifications and experience • Are you qualified to undertake this project? • How? • Education • Experience • Look back to your job materials for useful information (skills, course work, employment)

11. Proposal Elements • Budget • What will it cost to propose this project? • What will it cost to implement this proposal? (Do you need to estimate this in the proposal?) • How will you explain and justify these costs?

12. Proposal Elements • Conclusion • Restate problem briefly • Restate objectives • Restate request to work on this project

13. Persuasion • A proposal is a persuasive document (Markel 437 & Anderson 534). • To be successful writers must do three things • Demonstrate they understand the readers’ needs • Convince the reader that they are able and willing to fulfill their own promises

14. Persuasion • Emphasize Benefits for your Readers • Cost Benefits • Time-Saving Measures • Labor-Saving Devices • Improve Public Relations

15. Persuasion • Target Readers’ Concerns and Objections • Look at proposal from readers’ viewpoint • Provide details your audience needs • Anticipate possible objections • Counter those objections with strong arguments

16. Persuasion • Demonstrate Sound Reasoning • Use a logical organization • Support all claims with reliable evidence

17. Persuasion • Use Organization to Create a Favorable Response • Direct Pattern • State main point directly • Indirect Pattern • Holds off main point for the end • Organization depends on purpose and audience

18. Proposals and Persuasion • Each section of the proposal must be informative as well as persuasive • Keep audience in mind throughout all sections • Successful proposals “sell” ideas

19. Examples • Handbook (“p” for proposals) • Markel (447)