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Proposal
writing is different from other types of writing
you will do in your career, such as writing a paper
for a technical conference or documenting the results
and conclusions of a test program. A proposal is
a sales document. You are trying to convince a customer
(or your management) to select your product, service,
or idea.
If you are describing a widget for your customer,
for example, you would probably use the approach
illustrated in Exhibit
#1.2, in which you state that you have a widget,
then discuss the drawings, materials, construction
techniques, etc., for the widget. These are features
of your widget, which you hope meets your customer's
requirements. You conclude with a discussion of
the attributes, or benefits, of your widget.
If you are trying to convince a customer to buy
your widget, you should use the approach illustrated
in Exhibit
#1.3. You start by stating your widget is great
- the best thing since sliced bread. You then describe
what your widget can do for the customer - its features
and benefits - and explain how it meets the customer's
requirements. Finally, you use data, test results,
operational experience, analysis, etc. that illustrate
your widget does what you claim it does.
The difference is that in the second approach you
start by telling the customer why your approach
should be selected. You then move into specific
details that back up your claims and give your customer
confidence in you and your approach. This is the
approach you should use for proposal writing. |
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