Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts
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sales process, proposals and, 14
schedules, 91–92
scope of work, proposals versus, 12
section introductions, 144–148, 230
senior executives, in decision making process, 71, 133
sentence structure, 227–231, 235
complexity, 227–228
key points and, 230–231
length, 65, 215, 227–228
passive voice, 228–229
primacy principle, 229–230
syntactical patterns, 215, 228
serve/service, 225
set/sit, 223
seven deadly sins of proposal writing, 11
seven questions for client-centered proposal, 43–51
Simple Heuristics That Make Us Smart, 22–27
simple/simplistic, 225
simple writing, 65, 213–215
single-factor decision-making, 24–26
smart buyers, 15
Smith, Adam, 107
social goals, 49
social value, 110
solutions and substantiations, see recommendations
source, in persuasion, 40
special equipment, for research proposals, 180
specialized sources, avoiding references to, 65
specific writing, 76–77, 154–157
sponsorship analysis, 174–175
spreadsheet comparisons, 41
squinting modifiers, 218
statement of problems, for research proposals, 179
storyboarding, 99
style, 235, 242
subject matter experts, 202
syntactical patterns, 215, 228
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