Chapter 23
Proposals
Technical Communication, 11th Edition
John M. Lannon
©©2008
2008Pearson
PearsonEducation,
Education,Inc.,
Inc.,publishing
publishingas
asLongman
LongmanPublishers.
Publishers.
1
Connect with
Your Audience
 Spell out the problem and its causes
clearly and convincingly.
 Point out the benefits of solving the
problem.
 Offer a realistic, cost-effective solution.
 Address anticipated objections to your
solution.
 Induce readers to act.
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2
The Proposal Process
Client X needs a service or a
product
Firms A, B, and C propose a
plan for meeting the need
Client X awards the job to the
firm offering the best proposal
© 2008 Pearson Education, Inc., publishing as Longman Publishers.
3
Proposal Review Criteria
 Understands the client’s needs
 Clarity and feasibility of the plan
 Quality of the project’s organization and
management
 Ability to complete the job by deadline
 Ability to control costs
 Firm’s experience and record on similar
projects
 Qualifications of staff
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Proposal Types
 Proposals are classified according to
origin, audience, and purpose
 They are either solicited or unsolicited
 They are internal or external
 Based on audience needs, there are
planning proposals, research
proposals, and sales proposals
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Proposal Types
Planning Proposal
Offers solutions to a problem or
suggestions for improvement
Research Proposal
Requests approval or funding for some
type of study
Sales Proposal
A marketing tool that offers a service or
product
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6
Elements of a
Persuasive Proposal
 A forecasting title
 Clear understanding of the
audience’s needs
 A clear focus on benefits
 Honest and supportable claims
 Appropriate detail
 Readability
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Elements of a
Persuasive Proposal
 Convincing language
 Appropriate visuals
 Accessible page design
 Supplements tailored for a diverse
audience
 Proper citation of sources and
contributors
© 2008 Pearson Education, Inc., publishing as Longman Publishers.
8
Model for a Proposal
Introduction
Plan
Conclusion
Works Cited
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Any Questions?
For additional help reviewing this chapter, please
visit the Companion Website for your text at
http://www.ablongman.com/lannon.
©©2008
2008Pearson
PearsonEducation,
Education,Inc.,
Inc.,publishing
publishingas
asLongman
LongmanPublishers.
Publishers.
10