Table of contents
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of some of the pages of this manual.
Author's introduction v
1. Proposals 101 1
1.1 Proposals are not reports 2
1.2 A review of the essential report-writing questions 3
2. Seven questions to answer before you start writing 4
2.1 Overview: seven key questions you must answer 5
2.2 What is 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? 10
2.5 Solution: How will I deliver these results? 14
2.6 Experience: Why should my readers believe that I can
deliver these results? 17
2.7 Costs: How can I justify the cost of these results? 18
2.8 Benefits: Why should my readers want these results? 22
2.9 Summary of the pre-writing process 27
3. Writing the proposal 28
3.1 Covering letter 29
3.2 Title page 30
3.3 Executive summary 31
3.4 Table of contents 32
3.5 Glossary of terms 33
3.6 Background 33
3.7 Results and solution 35
3.8 Experience 36
3.9 Cost summary 36
3.10 Financial details 37
3.11 Benefits 38
3.12 Risks assessment and weaknesses 38
3.13 Optional components 39
4. Plain English 42
4.1 What is plain English? 43
4.2 Key 1: Impress them with simplicity 44
4.3 Key 2: Impress them with brevity 52
4.4 Key 3: Impress them with your style 56
4.5 Chapter summary 59
5. The politics of persuasion 61
5.1 The six tendencies that lead to 'yes' 62
5.2 Reciprocity 62
5.3 Consistency 64
5.4 Social validation 64
5.5 Being liked 65
5.6 Authority 66
5.7 Scarcity 67
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