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Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts by Tom Sant

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How to Create a Cognitive Web

To create a cognitive web, you need to follow three steps. The first time you do it, the process may seem a little awkward, but after you’ve done it three or four times, it will seem like second nature to you. The three steps of the process are:

1.
Write down the end result the customer seeks.
2.
Brainstorm, writing down every point, idea, example, and detail you can think of supporting the basic notion that you will help the customer achieve that desired end result.
3.
Organize the points, using two principles:
  1. The persuasive paradigm.

  2. The customer’s own priorities.

We’ll go through each step in detail so you can see how it works.

Step 1: Identify the End Result the Customer Seeks

Ask yourself what outcome or ...

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