PROPOSALS and PERSUASION

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PROPOSALS and PERSUASION

• A Guide for Creating Effective Proposals
• Based on Anderson, Paul V. Technical Writing A
  Reader-Centered Approach, 5th ed. 2003 (533-553)
  and Markel, Mike. Technical Communication, 6th
  ed. 2001. (483-515).

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Proposal

• A proposal is an offer to carry out research or
  to provide a product or service (Markel 483).

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Types of Proposals

• Internal
• A request to carry out a plan within an
  organization (Markel 484)
• External
• Solicited
• Unsolicited

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Deliverables

• What will the proposal deliver to the client?
• A request to research will deliver information
  about a problem
• A request to provide goods or services will meet
  a clients need for those products

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Proposal Elements

• Summary
• Introduction
• Problem Statement
• Proposed Program
• Qualification and experience
• Budget
• Conclusion

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Proposal Elements

• Summary
• A summary provides an overview of the proposals
  contents
• Introduction
• The purpose of the introduction is to help the
  reader understand the context, scope, and
  organization of the proposal (Markel 494)

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Proposal Elements

• Problem Statement
• What is the problem?
• Who is this a problem for?
• Why is this problem important to your target
  audience?

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Proposal Elements

• Proposed Program
• What exactly do you propose to do?
• How do your goals/objectives create a solution to
  your problem/project?
• How do you plan to do those things? What method
  will you use?

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Proposal Elements

• Qualifications and experience
• Are you qualified to undertake this project?
• How?

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Proposal Elements

• Budget
• What will it cost to propose this project?
• What will it cost to implement this proposal?
  (Do you need to estimate this in the proposal?)
• How will you explain and justify these costs?

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Proposal Superstructure

• Introduction
• Problem
• Objectives, Product
• Method, Resources, Time Schedule, Qualifications,
  Management
• Costs
• Conclusion

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Proposal Superstructure

• Introduction
• Tell your readers what you are asking to do
• Problem
• Provide background to the problem
• Include a specific problem statement
• Implications if problem remains unresolved

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Proposal Superstructure

• Criteria
• Provide features of a successful solution
• State specific objectives of your project
• Show how the objectives tie-in to the problem
  statement

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Proposal Superstructure

• Product
• Provide a plan for achieving objectives
• Demonstrate through detail your proposed plan
• Use persuasion to sell your idea

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Proposal Superstructure

• Methodology
• Show audience your plan for this project
• Resources
• Describe what resources you will use (library,
  computer labs, ...)

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Proposal Superstructure

• Qualifications
• Describe how you are qualified to complete this
  project
• Education
• Experience

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Proposal Superstructure

• Budget
• Provide detail of costs to propose
• Provide costs to implement (if applicable)

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Proposal Superstructure

• Conclusion
• Restate problem briefly
• Restate objectives
• Restate request to work on this project

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Persuasion

• A proposal is a persuasive document (see Anderson
  534).
• To be successful writers must do three things
• Demonstrate they understand the readers needs
• Convince the reader that they are able and
  willing to fulfill their own promises

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Persuasion

• Emphasize Benefits for your Readers
• Cost Benefits
• Time-Saving Measures
• Labor-Saving Devices
• Improve Public Relations

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Persuasion

• Target Readers Concerns and Objections
• Look at proposal from readers viewpoint
• Provide details your audience needs
• Anticipate possible objections
• Counter those objections with strong arguments

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Persuasion

• Demonstrate Sound Reasoning
• Use a logical organization
• Support all claims with reliable evidence

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Persuasion

• Use Organization to Create a Favorable Response
• Direct Pattern
• State main point directly
• Indirect Pattern
• Holds off main point for the end
• Organization depends on purpose and audience

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Proposals and Persuasion

• Each section of the proposal must be informative
  as well as persuasive
• Keep audience in mind throughout all sections
• Successful proposals sell ideas