1. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 23 Proposals Technical Communication, 12 th Edition John M. Lannon Laura Gurak

2. © 2011 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. © 2011 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. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 4 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

5. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 5 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

6. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 6 Elements of a Persuasive Proposal  A forecasting title  Statement of the problem  A clear focus on benefits  Honest and supportable claims  Appropriate detail  Readability

7. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 7 Elements of a Persuasive Proposal  Convincing language  Appropriate visuals  Accessible page design  Supplements tailored for a diverse audience  Proper citation of sources and contributors

8. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 8 Model for a Proposal Introduction Plan Works Cited Conclusion

9. © 2011 Pearson Education, Inc., publishing as Longman Publishers. 9 Any Questions? For additional help reviewing this chapter, please visit the Companion Website for your text at http://www.pearsonhighered.com/lannon.