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Hints & Tips - An Introduction to Proposal Writing
In almost any business it's likely that you'll need to write a proposal at some stage. It could be a formal proposal, a submission, a business plan, a job application or even just an email to request something from someone.
The problem with writing a proposal is that it almost always involves asking someone for something. Human nature dictates that whenever we ask something of someone, they generally (though not always) expect something in return. Therefore, the key to putting a proposal together is to offer something first (a benefit) then ask for something second. Because they feel they are 'receiving' something, the reader is in a 'receptive' frame of mind. It doesn't have to be a personal benefit, or even a direct benefit, it could even be something as simple as a feeling.
For example, if you were writing a proposal seeking donations for a charity, you could open it with, "We are seeking donations to help children in developing nations. Can you help?" In many cases, if a reader doesn't have money to spare at that time, their honest response might be that they couldn't help thus they may not read any further.
On the other hand, "Would you like the satisfaction of knowing a child is safe and well fed because of you?" would get a different response. Who wouldn't want that satisfaction? Anyone who reads this sentence is more likely to read on and, as a result, might just find a way of helping out.
Thus when you are writing the introduction to your proposal don't feel that you have to 'pop the question' and ask for what you want up front. You want the reader to hear all your arguments before they make a decision so the only purpose of the introduction is to get them to read on. By offering them a benefit you are giving them a reason to read the whole proposal.
Here's another example. Say you are in the market for a new job and you've identified some businesses that you would like to work for. They haven't advertised any positions but you send in an unsolicited application for a job. Most people would start off with, "I am writing to you seeking an employment position in the IT Department at ACME Products Ltd. I have been working at XYZ Ltd for the past seven years and..."
Now, put yourself in the reader's shoes. If you don't have any vacancies at that time, what are the odds that you will read much past the opening sentences? While some will, most busy people would either throw it away or file the letter to read later on (or not). The writer is asking for something that you don't have right now so the matter ends there.
So, here's an alternative. "I am writing to outline the benefits to your business of having someone such as myself on the team at ACME Products Ltd. With over seven years' experience in the industry, I bring a combination of insight and innovation which I feel would be well suited to your business." The odds that the reader will continue reading are now much higher.
The letter doesn't ask for anything yet, in fact it offers something. Experience, insight and innovation, three things you'd always be in the market for, even if you didn't have vacancies. You now have a reason to read on and by the time you finish reading the letter you might be so impressed that you create a new job or think of this person first when a job comes up.
If you are seeking investors, don't open by asking for investments, open by offering returns. If you need a budget increase for your department, don't open by asking for more money, open with an offer of improved efficiency or increased revenue to the business.
Get the picture? So long as your introduction contains an offer or a benefit to the reader, you increase the chances of having your proposal considered fully. Of course, if you've got other things you could be doing with your time, I'd be happy to put your proposal together for you. Just send me an email or call me (see below for details) and I'll make sure you end up with a proposal that gets read.
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