Table of contents
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Author's introduction v Module 1: Theory 1 1. What are proposals? 2 1.1 Common goals 2 1.2 Types of proposals 3 1.3 Types of persuasion: the four Cs 4 2. Four key questions 8 2.1 The four questions to ask yourself 8 2.2 Question 1 8 2.3 Question 2 10 2.4 Question 3 14 2.5 Question 4 16 2.6 A quick summary 18 Module 2: Components 19 3. Introductory components 20 3.1 Covering letter 20 3.2 Title page 21 3.3 Executive summary 22 3.4 Non-disclosure statement 24 3.5 Table of contents 24 4. Detail components 26 4.1 Background 26 4.2 A description of what you're proposing 27 4.3 Features, advantages and benefits 28 4.4 Risks assessment and weaknesses 30 4.5 Cost summary 30 4.6 Financial details 31 4.7 Technical details 32 4.8 Schedules 32 4.9 Training 33 4.10 Maintenance 33 4.11 Equipment or software 34 4.12 Project management 35 4.13 Legal matters 35 5. Proposer components 37 5.1 Proposer's background 37 5.2 Resumes 37 5.3 Case studies 38 5.4 Testimonials or references 38 6. Appendix components 40 6.1 Technical appendices 40 6.2 Financial appendices 40 6.3 Glossary of terms 40 Module 3: Plain English 43 7. Plain English for proposal writing 44 7.1 What is it? 44 7.2 Use one word, not several 45 7.3 Avoid pompous, pretentious writing 48 7.4 Eliminate buzzwords and unnecessary jargon 50 7.5 Tone: first-person pronouns and contractions 53 7.6 Use short sentences 55 7.7 Use fewer acronyms 57 7.8 Use the active voice 58 7.9 Chapter summary 61 Appendix 1: The carrot-and-stick strategy 62 Appendix 2: Useful words and phrases 67 Appendix 3: The politics of persuasion 68 Index 76 Downloadable books from Scribe Consulting 78
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