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

Chapter 4: The Structure of Persuasion

Figure 4-1: Move out of the Comfort Zone to Persuade Effectively.

Figure 4-2: The Funnel-Shaped Structure of Informative Writing.

Figure 4-3: The Three-Part Structure of Evaluation.

Figure 4-4: The Persuasive Paradigm.

Chapter 5: Developing a Client-Centered Message Every Time You Write

Figure 5-1: Types of Outcomes Clients Typically Seek.

Chapter 6: Understanding the Customer: The Cicero Principle

Figure 6-1: Four Personality Types and Their Preferences.

Figure 6-2: Levels of Evaluation.

Chapter 8: An Overview of the Proposal Development Process

Figure 8-1: The Sequence of Activities in Managing a Proposal Project.

Figure 8-2: Determining the Level of Effort.

Figure 8-3: A Sample Worksheet.

Figure 8-4: The Order in Which to Write.

Chapter 11: The Structure of the Letter Proposal

Figure 11-1: Sample Letter Proposal.

Chapter 12: The Structure of the Formal Proposal

Figure 12-1: Sample Cover Letter 1.

Figure 12-2: Sample Cover Letter 2.

Figure 12-3: Sample Cover Letter 3.

Figure 12-4: Sample Title Page 1.

Figure 12-5: Sample Title Page 2.

Figure 12-6: Sample Table of Contents 1.

Figure 12-7: Sample Table of Contents 2.

Figure 12-8: Sample Table of Contents 3.

Figure 12-9: Sample Executive Summary 1.

Figure 12-10: Sample Executive Summary 2.

Figure 12-11: Sample Executive Summary 3.

Figure 12-12: Guide for Organizing Solutions.

Figure 12-13: Sample Solution Description.

Figure 12-14: Sample Case Study.

Figure 12-15: RFP Responses Sample Answer 1.

Figure 12-16: RFP Responses Sample Answer 2.

Figure 12-17: Compliance Matrix.

Chapter 13: Writing Research Proposals and Proposals for Grants

Figure 13-1: Sample Research Proposal

Chapter 15: Writing in the Midst of a Storm: How to Deal with Bad News and Negative Publicity

Figure 15-1: Ways to Handle Bad News.