WRITING BUSINESS

PROPOSALS
What is a business proposal?
A business proposal describes ideas put
forward by its writer, and it describes ideas
in such a way that they fulfill a client’s or
reader’s needs.
 An effective proposal will enable the writer
to come one step closer to earning a
contract, signing a deal or business
agreement with that client/ reader.
 Business proposals may be almost any
length – from a single typed page to
several bound volumes.
A proposal must be long enough to do the
work it is supposed to do – no more and
no less.
 Thecentral purpose of a proposal is to
persuade an audience to act.
 Thepersuasive powers of a proposal can
be strengthened by the method of
organisation used
 Therefore,
all parts of the proposal have to
be arranged to serve this purpose.
 The3 powerful forces to persuade the
reader(s) to act upon the proposal are:

1.Logical Order
2.Psychological Order
3.Solid Evidence
1. Using Logical Order

 To arrange the parts of the proposal that

appeals to the reader’s sense of reason.
 Imagine the chain of logic in a proposal
like a row of dominoes. Each acts on the
next in an onward movement toward the
conclusion of the proposal.
1. Using Logical Order (cont’)

 Readers who can follow an argument

point by point is confident that the writer
has thought through the material with
care.
 Thus, such readers are more likely to say
‘yes’ to the ideas proposed in the
document.
1. Using Logical Order (cont’)
 Read the following example (Example 1)
 Consider the sequence of logical steps at
the heart of a proposal to install brighter
streetlights in a residential neighbourhood.
1. Using Logical Order (cont’)
Example 1:
Point 1: Residents care most of all about safety and
property values.
Point 2: Brighter streetlights discourage crime
(thereby making the neighbourhood safer)
Point 3: Brighter streetlights increase property
values (because safer areas have higher
property values)
Point 4: Residents can be expected to support the
proposal (it gives them what they want)
1. Using Logical Order (cont’)
 Though not complex, this sequence of
points illustrates the domino effect of solid
logical argumentation – 1 point leads to
the next and finally all points lead to a
conclusion that appeals to common sense
1. Using Logical Order (cont’)
 Many proposals fail because they do not
have an understandable and logical
design.
 Lookout for and avoid these logical flaws
that can stop the proposal in its tracks:
• Circular reasoning
- an explanation turns out to be a mere
restatement
1. Using Logical Order (cont’)
• Hasty generalization
- the conclusion reached is based on too little
evidence

• Non sequitur
- a conclusion reached that does not follow the
evidence presented

• Bias
- personal opinions and viewpoints become the
standard for evaluating objective arguments
1. Using Logical Order (cont’)
• Either/or thinking
- only limited alternatives presented as the
only alternatives when others should be
considered

Note:
Such logical flaws can collapse the credibility of a
proposal, thus eliminate them.
2. Using Psychological Order
 Skilled proposal writers want readers to
want to agree with the ideas of the
proposal.
 To do so, writers try to influence feelings
as well as thoughts of readers.
 The technique used is the careful
placement and timing of good news and
bad news.
2. Using Psychological Order
 Instead of shying away from bad news,
proposal writers recognise bad news as
the stage – the necessary pre-condition
for good news.
 Read the following example (Example 2).
Consider a major proposal for road
improvements on a mountain-pass
highway.
2. Using Psychological Order
Example 2:
Step 1: The bad news – several accidents occurred
due to poor road conditions
Step 2: Explain the causes of the accidents in
details – in preparation for the proposed solution
Step 3: Proposed improvements – repaving, posting
better signs and setting lower speed limits
3. Using Solid Evidence
 To convince reader(s), real evidence will
have to be presented
 Such evidence can be either:
• General evidence
• Specific evidence
3. Using Solid Evidence
 To create a convincing case, use both
general and specific evidence
 Too much general evidence – proposal
sound vague and unfocused
 Too much specific evidence – proposal
sound narrow
 Reader’s acceptance earned when they
(general & specific evidence) are balanced.
 The following step-by-step guide helps to
put together proposals that are practical
and successful.
Step 1: Determine the requirements for
proposal
Step 2: Determine the audience
Step 3: Create an Outline
Step 4: Revise the Proposal
Step 5: Polish the Proposal
Step 1: Determine the requirements for
proposal
• Find out if specific guidelines already exist for
developing proposals

Step 2: Determine the audience

• Find out if the proposal is read by a general
audience or someone who specialises in the
subject discussed.
• Choose language that will communicate clearly to
the reader
Step 3: Create an Outline
• Parts of a common proposal include:

 Overview
Problem analysis
Proposal specifics
Budget
Conclusion
Step 4: Revise the Proposal
Step 5: Polish the Proposal
Step 4: Revise the Proposal
A few revision techniques to help create a
winning proposal:

1. Use topic headings and indented material

to show off information
2. Be direct and specific; not vague and
general
3. 7 Cs
Step 5: Polish the Proposal
Ways to give your proposals a crisp,
professional appearance:
1. Use attractive, proportionately spaced
fonts
2. Use heavy-bond white paper
3. Use strict margins on all sides of the page
4. Decide if the proposal needs to be bound
5 key reasons for using visual in business
documents and presentations:
1. To clarify points
2. To emphasise points
3. To simplify points
4. To unify points
5. To make an impression on reader
Types of Visuals:
1. Tables
2. Line graphs
3. Bar graphs
4. Line bar graphs
5. Pie charts
6. Photographs
7. Pictograms
8. Flowcharts
Types of Visuals:
9. Drawings
10. Time charts
11. Organisational charts
12. Maps

Unit 13 Writing Business Proposals,

Brounstein (2007)