Writing is easy. All you do is sit staring at a blank sheet of paper until the drops of blood form on your forehead.

Gene Fowler


  • how to write, edit and produce sales-related documents;
  • benefits versus features;
  • editing;
  • coaching specialists to write positively, etc;
  • basic grammatical errors and plain English;
  • being unambiguous, avoiding management-speak, etc;
  • sales themes and straplines;
  • branding;
  • summaries;
  • style guides, writing guides and considering the audience;
  • CVs and case studies;
  • legal considerations;
  • making it easy for the assessor or reader;
  • use of appendices and brochures.


This chapter covers editorial, design and wordsmithing activities that are rather more specific to proposal writing ...

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