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When you want to write a winning proposal or sales presentation

Some of the most boring communications I’ve ever seen have been proposals and sales presentations – overlong, too detailed, minimal focus on the customer, similar to the competition’s, and similar to proposals the sales team sent to a different customer last week.

It would be a real shame if any communication was this ineffective. But, with something that’s supposed to convince a customer to choose you ahead of the competition? Well, that’s more than a shame.

This chapter shows how to bring your content together in a persuasive, compelling structure so the customer knows you can help them. You’ll notice that this structure follows ABCDE described in the previous chapter.

I’ve split ...

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