An E-Newsletter of Profitable Advice about Writing
To Increase Your Personal and Organizational Success
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April 2009
Volume II, Issue 4
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How to Write Winning Proposals
If you're in business, you need to know how to write persuasively. You must be able to sell your products, services, ideas to others by writing convincing proposals, letters, memos, grants, and e-mails.
In this month's newsletter, we'll discuss some of the key principles of persuasive writing. Apply them and you will increase your success.
Enjoy reading about writing!  Michael J. Dowling Freelance Professional Writer, Editor, and Ghostwriter
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How to Increase
Your Professional Success Through Persuasive Writing
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If you're
a business owner, entrepreneur, or manager at any level, you need to know how
to persuasively present your views in writing. Even if your job doesn't require
you to write formal proposals, you almost certainly must write letters,
e-mails, and memos to persuade others to accept your ideas, commit to your
causes, fund your projects, try your products, or buy your services.
This article
presents some of the key principles of persuasive writing.
The elements are
essentially the same for all types of communications, so I will use the generic
term "proposal" to encompass them all. For
more detailed guidance about proposal writing, I recommend reading Persuasive Business Proposals; Writing to
Win More Customers, Clients, and Contracts by Tom Sant.
Six Steps to More Persuasive Proposals
In
order to persuade others to take the actions you recommend, you must engage both
their minds and their emotions. You need to present information that is
understandable and accurate in a style that is thoughtful and engaging.
The
exact format of your presentations will vary, but in general you will be
well-advised to follow the steps outlined below. For shorter proposals, such as
letters, memos, and e-mails, you may choose to abbreviate or skip some of these
steps.
Step #1: Establish rapport
Briefly state your reason for writing. Did someone refer you? Are you responding
to a request or invitation? Whatever your reason, get to the point without fawning.
Step #2: Clearly
state the problem
People
will be more receptive to your ideas when they know that you have understood
their concerns. Demonstrate empathy by clearly stating their difficulty, need, issue,
or point of view.
If you
skip this step and launch right into your recommendation, readers of your
proposal may feel skeptical and defensive. They will tend to think that you're
more interested in your agenda than in theirs, and they may be right!
Summarize
what they have told you about the costs associated with the issue or problem,
and add any additional thoughts that come to your mind. Paint a realistic
picture and create a sense of urgency. After reading this section of your
proposal, you want people to say, "It's painful to see it in writing, but
that hits the nail on the head. We need to do something now!"
Step#3:
Summarize the desired outcomes
List
the goals your audience wants to achieve. Make it clear that your goal is to help them accomplish their goals.
Step #4:
Highlight alternative solutions
Briefly
describe any alternative solutions that are being considered or that come to
your mind, and state the shortcomings of each. People will be better able to
focus on your proposed solution if you first help them close their minds to the
other options. And they will have more confidence in your recommendation if
they know you've considered various courses of action.
Step #5:
Recommend your solution
Now
that you have stated the problem and ruled out alternative solutions, it's time
to make your recommendation. State precisely how your idea, service, or product
will solve their problem and help them attain their goals. Use positive
language: "I am confident that within X months you will see
..."
Step #5:
Back up your claims
Demonstrate
that you can deliver what you have promised. Cite case studies, testimonials,
and supporting data from other sources. Provide information about your
company's staff, management philosophy, guarantees, and past successes.
Step #6:
Ask for agreement
Clearly
ask for the order, the meeting, or whatever you want. State how you will follow
up. ("I will call you in a few days to schedule an appointment," or
"Please sign the enclosed contract and return it to me.")
Close
warmly, but not weakly. You don't have to thank people for reading your
proposal. If it's good, they'll thank you!
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"What Do You Say?" Vocabulary Quiz
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You've just treated your most important client to dinner and the theater. Coming out of the theater, he remarks, "That lead actor was so tyronic it was risible."
You don't want to appear uneducated, so you say, "I agree, he was terrific." Is your client going to be impressed?
(Answer at the end of this newsletter)
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Congratulations to Joan Walsh and David Herdlinger
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... on the launching of their new company, Kashbox Coaching. It was a pleasure writing the copy for the company's new website. Kashbox Coaching provides corporate and individual coaching, strategic planning, and assessment services to organizations and individuals. |
Our Readers Are Writing!
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Diane Brown of Alexandria, VA, writes, "Is it acceptable to write all right as alright, or is alright always alwrong?
Good question, Diane. Here's what Bryson's Dictionary of Troublesome Words has to say:
"A sound case could be made for shortening all right to alright, as many informal users of English do already. Many other compounds beginning with all have been contracted without protest for centuries, among them already, almost, altogether, and even alone, which was originally all one. English, however, is a slow and fickle tongue, and alright continues to be looked on as illiterate and unacceptable, and consequently it ought never to appear in serious writing."
Thanks for writing, Diane. In appreciation, I'm sending you a copy of Boosting Your Pet's Self-Esteem, my humorous satire of the self-esteem craze. Oh, and as I'm sure you know, alwrong is always wrong. |
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Answer to Vocabulary Quiz
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| No, your remark that the actor was terrific did not impress your client. Tyronic means amateurish and risible means given to or causing laughter. In effect, your client said the actor was so amateurish that it was laughable. |
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Michael J Dowling ~ Freelance Professional Writer ~ Editor ~ Ghostwriter
133 Worthing Road, St. Simons Island, GA 31522
Phone: 912.230.5051 Fax: 912.634.5777
E-mail: MJD@MichaelJDowling.com Website: www.MichaelJDowling.com
LinkedIn: www.linkedin.com/in/michaeljdowling
Clear, concise, creative, and convincing writing and editing to enable individuals and organizations
to accomplish their goals and increase their visibility, credibility, and profitability.
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