How to Write a Persuasive Proposal: Convincing Clients
27.03.2024
-4 min
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Cheryl Smith
27.03.2024
-4 min
Writing a persuasive proposal can feel intimidating at first. Just keep this in mind; it’s a delicate balance of education and persuasion.
Too much education, and you drown your readers in information overload. They may understand, but they will fail to see the compelling reason to choose you. Too much persuasion, and you come across as salesy and pushy. They may appreciate your argument, but they will feel skeptical.
In this blog, we share the secret to balancing education and persuasion for an influential, page-turning best seller.
Begin by educating your readers.
Create a more compelling narrative that persuades as well as informs.
Add a touch of emotion to humanize your proposal.
Emphasize important words and key phrases for more persuasive oomph.
Begin by questioning your use of space. Give important topics, such as digital-first mandates, the right amount of space on the page to develop it. For example, take space to share at least two reasons to accept your digital-first mandates argument. Then, follow that up with some examples that lend your digital-first mandates position more validity.
When you allocate the right amount of space to important topics, you give it textual attention. That textual attention provides strong cues to readers that this is a topic worthy of their attention. That is how you gain your opportunity to engage and persuade.
Begin by being selective. Leverage that great data optimization overview from a past proposal, but customize it. Refocus the details on this client's aspirations and frustrations. Look for the relevant arguments and support them with relevant facts and figures.
Providing details about important topics is a cue to readers that they are noteworthy. Yet, too many extraneous details borrowed from past proposals and your narrative feels “cobbled” together. As they read, readers begin to question your attention to detail and your interest in their project.
Begin by repeating, then rephrase. Repetition emphasizes important topics and noteworthy details.
In fact, studies show that when you repeat a word or phrase, it is more likely to stay in the persons mind. And even convince them of its truth. Repetition also brings structure and rhythm to your writing that readers appreciate, guarding your proposals against skimming.
But repetition is a balance. Too little repetition and you risk the reader won’t pick up on it. Too much repetition and you risk boring evaluators.
Let’s be honest, finding time to write persuasively can feel like a luxury. So, here are some modern tools that can free up precious time to think and develop more complex, persuasive narratives.
Remember, you're not just selling a product or service; you're offering a solution to a problem. By striking the right balance between education, persuasion and emotion, you're creating a proposal readers understand. And can't help but act on.
Related Article: TechRader ranks XaitPorter as the “Best for Collaboration” for 2024.
Cheryl Smith
Cheryl Smith is our Senior Content Writer. She has additionally been writing and managing proposals since 1998. Shipley trained, she has helped establish proposal centers and advised on capture strategy, coached orals teams and lead marketing, communications and knowledge management programs. Cheryl is a graduate of The George Washington University with degrees in Theatre, Communications and Literature. When she’s not sharing her passion for work, she loves drawing, writing, cooking and exploring the Virginia woodlands with her husband, their dog Chase and the fuzzy guests they host for Rover.