Like reports, proposals have an introduction, a body, and a close. The content for each section is governed by many variables—the most important being the source of your proposal. If your proposal is unsolicited, you have some latitude in the scope and organization of content. However, the scope and organization of a solicited proposal are usually governed by the request for proposal (RFP).
The general purpose of any proposal is to persuade readers to do something, such as purchase goods or services, fund a project, or implement a program. Thus, your writing approach for a proposal is similar to that used for persuasive sales messages. As with any persuasive message, you can use the AIDA model to gain attention, build interest, create desire, and motivate action (of course, you may need to adapt this model if you are responding to a request for proposal).
Your proposal must sell your audience on your ideas, product, service, methods, and company. As noted, you can use the AIDA model to structure your message. Here are some additional strategies to strengthen your argument:
36..1 – Introduction
The introduction presents and summarises the problem you want to solve and your solutions. It orients the readers to the remainder of the text. If your proposal is solicited, its introduction should refer to the RFP; if unsolicited, its introduction should mention any factors that led you to submit your proposal. The following topics are commonly covered in the introduction:
Background or statement of the problem or opportunity. Briefly review the reader’s situation and establish the need for action. Readers may not perceive a problem or opportunity the same way you do. In a way that is meaningful to them, discuss the current situation and explain how things could be better.
Solution. Briefly describe the change you propose and highlight your key selling points and their benefits, showing how your proposal will solve the reader’s problem.
Scope. State the boundaries of the proposal––what you will and will not do. This brief section may also be labelled “Delimitations.”
Report organization. Orient the reader to the remainder of the proposal and call attention to the major divisions of thought.
36..2 – Main body
The proposal’s body has the same purpose as the body of other reports. It gives complete details on the proposed solution and specifies what the anticipated results will be. In addition to providing facts and evidence to support your conclusions, an effective body covers the following information:
Proposed solution. This section describes what you have to offer: your concept, product, or service. Show how your product or service will benefit your readers, and point out advantages that you have over your competitors.
Work plan. This element describes how you will accomplish what must be done: the steps that will be taken and their timing, the methods or resources that will be used, and the persons who will be responsible.
Statement of qualifications. This part describes your organization’s experience, personnel, and facilities—all in relation to the needs of your readers.
Costs. Estimating costs is difficult, so prove that your costs are realistic by breaking them down in detail. Then, your readers can see how you got your numbers for each category, such as labour, materials, transportation, travel, or training.
36..3 – Conclusion
The final section of a proposal generally summarizes the key points; emphasizes the benefits that readers will realize from your solution; summarizes the merits of your approach, and underscores why you and your firm are qualified to perform the service or provide the products in question, and asks for a decision from the reader. The close is your last opportunity to persuade readers to accept your proposal. Make this section relatively brief, assertive, and confident.