Table of contents
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of some of the pages of this manual.
Author's introduction v
1. Proposals are not reports 1
1.1 How are reports and proposals different? 2
1.2 A review of the essential report-writing questions 3
2. Phase 1: Decisions and preparations 4
2.1 Overview: seven key questions you must answer 5
2.2 What's my goal? 6
2.3 Current situation: What problem or opportunity
are my readers faced with? 7
2.4 Deliverables: What results will I deliver? 12
2.5 Solution: How will I deliver these results? 17
2.6 Experience: Why should my readers believe that I
can deliver these results? 20
2.7 Costs: How can I justify the cost of these results? 21
2.8 Benefits: Why should my readers want these results? 25
2.9 Summary of the pre-writing process 30
3. Phase 2: Assembling the proposal 32
3.1 Covering letter 33
3.2 Title page 34
3.3 Executive summary 35
3.4 Table of contents 36
3.5 Glossary of terms 37
3.6 Background 37
3.7 Results and solution 39
3.8 Experience 40
3.9 Cost summary 40
3.10 Financial details 41
3.11 Benefits 42
3.12 Risks assessment and weaknesses 42
3.13 Optional components 43
4. Plain English 46
4.1 What is plain English? 47
4.2 Key 1: Impress them with simplicity 48
4.3 Key 2: Impress them with brevity 58
4.4 Key 3: Impress them with your style 62
4.5 Chapter summary 66
5. The politics of persuasion 67
5.1 The six tendencies that lead to 'yes' 68
5.2 Reciprocity 68
5.3 Consistency 70
5.4 Social validation 70
5.5 Being liked 71
5.6 Authority 72
5.7 Scarcity 73
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