Table of Contents for Persuasive Business Proposals : Writing to Win More Customers, Clients, and Contracts


Preface vii
SECTION ONE Seven Deadly Sins
1 A Good Proposal Is Hard to Find...But It's Worth Looking
3(8)
2 Recognizing Reality
11(5)
3 Rushing to the Exits
16(7)
SECTION TWO A Primer on Persuasion
4 Understanding Persuasion
23(2)
5 Winning by a NOSE: The Structure of Persuasion
25(14)
6 Seven Magic Questions: How To Develop a Client-Centered Message
39(18)
7 Why the Inuit Hunt Whales and Other Secrets of Customer Behavior
57(18)
8 The Cicero Principle: How to Avoid Talking to Yourself in Print
75(18)
9 Fluff, Guff, Geek, and Weasel: The Art of Saying What You Mean
93(20)
10 Weaving Your Web: How to Pull It All Together Right from the Start
113(14)
SECTION THREE The Art of the Part: Where to Put Your Effort
11 Letter Proposals
127(14)
12 The Structure and Key Elements of Formal Proposals
141(5)
13 Writing the Business Case
146(12)
14 Recommending and Substantiating Your Solution
158(9)
15 Persuasive Answers to RFP Questions
167(8)
16 Presenting Evidence and Proving Your Points
175(6)
17 Gathering and Tailoring Reusable Content
181(4)
SECTION FOUR How to Manage the Process Without Losing Your Sanity
18 Deal or No Deal?: Qualifying the Opportunity
185(10)
19 An Overview of the Proposal Development Process
195(13)
20 The Pursuit of Perfection: Editing Your Proposal
208(16)
21 The Packaging Is Part of the Product
224(6)
22 Presenting Your Proposal
230(12)
23 Tracking Your Success
242(12)
24 Creating a Proposal Center of Excellence
254(12)
25 Special Challenges
266(10)
Index 276