PROPOSALS and PERSUASION A Guide for Creating Effective

PROPOSALS and PERSUASION A Guide for Creating Effective Proposals Based on Anderson, Paul V. Technical Writing: A Reader-Centered Approach, 5 th ed. 2003 (533 -553) and Markel, Mike. Technical Communication, 6 th ed. 2001. (483 -515).

Proposal • “A proposal is an offer to carry out research or to provide a product or service” (Markel 483).

Types of Proposals • Internal – A request to carry out a plan within an organization (Markel 484) • External – Solicited – Unsolicited

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

Proposal Elements • • Summary Introduction Problem Statement Proposed Program Qualification and experience Budget Conclusion

Proposal Elements • Summary – A summary provides an overview of the proposal’s contents • Introduction – “The purpose of the introduction is to help the reader understand the context, scope, and organization of the proposal” (Markel 494)

Proposal Elements • Problem Statement – What is the problem? – Who is this a problem for? – Why is this problem important to your target audience?

Proposal Elements • Proposed Program – What exactly do you propose to do? – How do your goals/objectives create a solution to your problem/project? – How do you plan to do those things? What method will you use?

Proposal Elements • Qualifications and experience – Are you qualified to undertake this project? – How?

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?

Proposal Superstructure • • Introduction Problem Objectives, Product Method, Resources, Time Schedule, Qualifications, Management • Costs • Conclusion

Proposal Superstructure • Introduction – Tell your readers what you are asking to do • Problem – Provide background to the problem – Include a specific problem statement – Implications if problem remains unresolved

Proposal Superstructure • Criteria – Provide features of a successful solution – State specific objectives of your project – Show the objectives tie-in to the problem statement

Proposal Superstructure • Product – Provide a plan for achieving objectives – Demonstrate through detail your proposed plan – Use persuasion to “sell” your idea

Proposal Superstructure • Methodology – Show audience your plan for this project • Resources – Describe what resources you will use (library, computer labs, . . . )

Proposal Superstructure • Qualifications – Describe how you are qualified to complete this project • Education • Experience

Proposal Superstructure • Budget – Provide detail of costs to propose – Provide costs to implement (if applicable)

Proposal Superstructure • Conclusion – Restate problem briefly – Restate objectives – Restate request to work on this project

Persuasion • A proposal is a persuasive document (see 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

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

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

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

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

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