1. Technical Communication, 11th Edition
Chapter 23
Proposals
Technical Communication, 11th Edition
John M. Lannon

2. Connect with Your Audience
Spell out the problem and its causes clearly and convincingly.
Point out the benefits of solving the problem.
Offer a realistic, cost-effective solution.
Address anticipated objections to your solution.
Induce readers to act.

3. The Proposal Process Client X needs a service or a product
Firms A, B, and C propose a plan for meeting the need
Client X awards the job to the firm offering the best proposal

4. Proposal Review Criteria
Understands the client’s needs
Clarity and feasibility of the plan
Quality of the project’s organization and management
Ability to complete the job by deadline
Ability to control costs
Firm’s experience and record on similar projects
Qualifications of staff

5. Proposal Types
Proposals are classified according to origin, audience, and purpose
They are either solicited or unsolicited
They are internal or external
Based on audience needs, there are planning proposals, research proposals, and sales proposals

6. Proposal Types Planning Proposal Research Proposal Sales Proposal
Offers solutions to a problem or suggestions for improvement
Research Proposal
Requests approval or funding for some type of study
Sales Proposal
A marketing tool that offers a service or product

7. Elements of a Persuasive Proposal
A forecasting title
Clear understanding of the audience’s needs
A clear focus on benefits
Honest and supportable claims
Appropriate detail
Readability

8. Elements of a Persuasive Proposal
Convincing language
Appropriate visuals
Accessible page design
Supplements tailored for a diverse audience
Proper citation of sources and contributors

9. Model for a Proposal
Introduction
Plan
Conclusion
Works Cited

10. Any Questions?
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