Do you find it difficult to write a request or proposal? Are you unsure whether you have set the right tone? Here are some suggestions that will help you sound confident and definite. These guidelines apply just as much to a short letter proposal as they do to a multi-page formal proposal.

Think Like the Reviewer
Even though you may be writing a proposal that will improve your firm’s bottom line, view what you are writing through the recipient’s eyes. Make sure that, early in your proposal, you answer the questions that may be uppermost in the reviewer’s mind:

• How will this benefit me?
• How will it benefit others?
• How capable are you to implement your ideas?
• What is it going to cost? (more about that later)
• If we approve, when will you deliver the result or product?

Look After the Appearance
Although the words you use are important, your readers will first notice how your proposal looks. Make your information approachable by

• inserting plenty of white space on either side of and between the paragraphs,
• using headings to separate different parts of the proposal,
• avoiding a too-busy appearance, and
• using only one font (typeface) throughout the proposal.

In particular, use a friendly “easy on the eye” font. Although a plain sans-serif font (such as Arial or Helvetica) may seem clean and businesslike, research has shown that a serif font (such as Times New Roman) creates much higher reader retention and much less eyestrain. Most journals, magazines, newspapers and books use a serif font.

Use Confident Language
Display your confidence by using confident words. If you write I feel that… or I believe…, your readers may feel you are not sure. Similarly, avoid wishy-washy words such as would, could, might, or may, and use the positive, assertive active voice (which says “who will do what”) rather than the bland, unassertive passive voice (which says “what will be done by whom”). For example, replace

We believe that the design outlined in this proposal would meet all the requirements specified by the RFP.

with a more confident statement:

Instead, imply you expect your proposal to be approved by saying:

State the Cost “Up Front”?
This is the most debated issue about proposal writing. Some people say that, by stating the price in the opening one or two paragraphs, you answer the readers’ immediate question: “What is this going to cost?” If they don’t see it up front, they go hunting for it and become annoyed if they cannot find it easily.

But other people say: “No way! If they see the cost first, they may decide there is no point in reading any further. They’ll never discover I’m presenting such good ideas.”

There is merit in both points of view. What do we suggest?

Generally, if you are known to your reader and are recognized as a person or organization that consistently builds a quality product or provides a quality service, then we suggest you can safely state the cost in your opening paragraph(s). Even if your reviewers think your price is high, they’ll read further because they know you always offer well-substantiated ideas.

But if you are unknown to the reader, or are presenting a proposal that may meet resistance, then we suggest you present the cost later. However, we recommend you also present a list of contents on the first page, with a reference to your cost proposal and its page number. Give your readers the opportunity to find it, if they really want to.

Online instruction on how to write short reports is available at www.rgilearning.com

Lisa Moretto is a Sr. Consultant with RGI Learning. For 16 years she has helped engineers improve their oral and written communication skills. Visit www.rgilearning.com or call (585) 461-3617 to learn about RGI’s courses.

© 2008 RGI Learning

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