1. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 23 Proposals Technical Communication, 11 th Edition John M. Lannon

2. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 6 Planning 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 Proposal Types

7. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 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. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 9 Model for a Proposal Introduction Plan Works Cited Conclusion

10. © 2008 Pearson Education, Inc., publishing as Longman Publishers. 10 Any Questions? For additional help reviewing this chapter, please visit the Companion Website for your text at http://www.ablongman.com/lannon.