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
1.3 Proposals are about persuasion 4
2. Six questions to answer before you start writing 5
2.1 Overview: six key questions you must answer 6
2.2 Current situation: Where is the reader now? 7
2.3 Results: Where does the reader want to be? 10
2.4 Solution: How can I/we get them there from here? 16
2.5 Experience: Why should the reader believe that I/we can deliver the results? 19
2.6 Costs: How can I/we justify the cost? 21
2.7 Benefits: Why should the reader want these results? 22
2.8 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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