PROPOSALS and PERSUASION

A Guide for Creating Effective Proposals

Based on Anderson, Paul V. Technical Writing: A Reader-Centered Approach, 5th ed. 2003 (533-553) and Markel, Mike. Technical

Communication, 6th 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 how 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