Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

A Proposal Writer's Checklist

Here's a checklist you can use to determine if your proposal is "good enough.'' It covers the major points we've talked about in this book. If you can say "yes'' to each of the questions in this checklist, you probably have a very good proposal. Print it and send it! And good luck!

The Development Phase

• Have I analyzed the client's needs and desired end result thoroughly and creatively?

• Have I turned the statement of need into an overall strategy?

• Do I know what the customer's decision criteria are?

• Have I assembled all the necessary information?

• Have I accurately identified my audience?

  1. Personality style

  2. Level of expertise and familiarity

  3. Role in the decision process

• Have I developed a cognitive web of the overall proposal?

Style

• Have I used a natural, friendly tone?

  1. Have I avoided clich s and jargon?

  2. Have I used active voice?

• Have I expressed myself clearly?

  1. Do I understand my subject thoroughly?

  2. Are my sentences reasonably short and simple?

  3. Have I used specific words?

  4. Have I adapted my vocabulary to suit the reader?

  5. Have I eliminated jargon?

  6. Have I eliminated unnecessary detail?

• Have I expressed myself with precision?

  1. Are my ideas in logical and effective order?

  2. Have I provided the necessary definitions, details, and examples?

• Have I written with proper emphasis?

  1. Did I reinforce the win theme throughout the proposal?

  2. Does my executive summary make a strong, concise case?

Structure

• Have I used the persuasive paradigm to structure this proposal?

  1. Did I restate the customer's needs clearly and accurately?

  2. Does the proposal state the customer's general goals and specific objectives?

  3. Does the proposal contain a clear, targeted value proposition that is meaningful to the customer?

• Have I organized the content from the reader's point of view?

• Have I highlighted my key points and made it easy for the reader to skim the proposal?

Mechanics

• Have I included all the necessary mechanical and prose elements?

• Are my headings and titles clear, properly worded, and parallel?

• Have I keyed any tables or figures into the text and discussed them adequately?

• Have I proofread the manuscript completely?