Persuasive Business Proposals, 3rd Edition

Contents

Preface

SECTION ONE: Seven Deadly Sins

1: A Good Proposal Is Hard to Find… But It’s Worth Looking

2: Recognizing Reality

3: Rushing to the Exits

SECTION TWO: A Primer on Persuasion

4: Understanding Persuasion

5: Winning by a NOSE: The Structure of Persuasion

6: Seven Magic Questions: How To Develop a Client-Centered Message

7: Why the Inuit Hunt Whales and Other Secrets of Customer Behavior

8: The Cicero Principle: How to Avoid Talking to Yourself in Print

9: Fluff, Guff, Geek, and Weasel: The Art of Saying What You Mean

10: Weaving Your Web: How to Pull It All Together Right from the Start

SECTION THREE:The Art of the Part: Where to Put Your Effort

11: Letter Proposals

12: The Structure and Key Elements of Formal Proposals

13: Writing ...