The Proposal

1. The Proposal Structuring decisions

2. Proposals Front Matter • Similar to several of the documents we have already produced • However, proposals exhibit several key differences and needs Introduction Current Situation Project Plan Qualification Cost and Benefits Conclusion Back Matter

3. Proposals: Introductions • Introductions are used to make decisions about the rest of the document • Introduces the issue • Introduces author/their corporation • It creates an immediate impression • Will the audience read it? • How will they read it?

4. Introduction: The Moves • Define the subject • State your purpose • This is what you want the document to do • State the main point • This is your argument: be able to state succinctly and at length

5. Introduction: The Moves • Stress the importance of the subject • Tone is important here: not too much, not too little • Offer background information on the subject • The information they will need, want and/or expect • Forecastthe organization of the document

6. Current Situation • Make the “problem” or issue real • Articulate the causes • Describe the currenteffects • What is it doing now? • How are things now? • Describe futureeffects • What will/might happen if nothing is done?

7. Project Plan • Make the solution or course of actionreal • Specifically articulate the solution • State the primary objectives of the solution • How it addresses the problem • What are the steps/stages/components of the solution • Discuss (possible) outcomes

8. Cost and Benefits • Part of “making it real” includes an honest assessment of costs and benefits • Start with the costs: this signals that you are being up-front while allowing you to end on “a high note” • Describe significant benefits (which you have hopefully already identified) • Discussing costs and benefits at the same time allows readers to measure costs in the context of benefits

9. Proposals: Conclusion • As conclusions work to bring the document to a satisfactory end, they seek to answer the following questions: • What was the main point? • Why is the information important? • Where do we go from here? • Leave the reader with a positive feeling and a concrete sense of what’s to be done

10. Make the problem or issue real and important Make solution or course of action real Make yourself credible; (may not need to be a distinct section) Layout the costs of your plan and then the benefits • The First Impression: • Layout subject, purpose and point • Set the tone both verbally and visually • Articulate importance of the issue and the need for a solution or course of action Front Matter Introduction Current Situation Project Plan Qualification Cost and Benefits • The Last Impression: • Leave them with a good feeling • Leave them with something to do Conclusion Back Matter

11. Proposals: Organization • When you create a proposal you are creating decision architecture • You are arranging information so that you might persuade an audience • It is through your document that they will decide what to do

12. Proposals: Organization • The organization of the document is tied to the success of that document • Your argument should develop in an organized manner • That organization should be clear to the reader • The way you organize the document should be consistent

13. Proposals: (Sub)Headers • Headers direct the reader through the proposal • Headers forecast each section • Headers provide an interpretative mechanism with which the audience reads the document • They set the tone • They highlight content • They forecast purpose

14. Proposals: (Sub)Headings • The Colon: Something Catchy, then Something Informative • Keep On Truckin’?: The Future of Fossil Fuels • Grand Theft Soul: The Emotional Effects of Violent Video Games • No, I’m Frank: The Consequences of Identity Theft • In many proposals, however, keeping it simple often does the job

15. Proposals: Supplemental Text • Redundancy • Highlight the key points of the adjacent body text to allow for multiple access points • Accuracy • Be thorough in how you select information. • Avoid simply cutting and pasting • By writing a separate summary you can frame more information in a more tailored fashion • These can come in form of margin comments, sidebars, and pullouts

16. Banners and Footers Banner (Running Title) Margin Comment Pullout Sidebar Footer (Company Name)

17. Creating Tone • Tone is very important in achieving the goals of a proposal • Interest the reader in the issue and your approach (the problem and your solution) • Convince the reader in the reality of your approach or solution

18. Creating Tone Visually • Graphics, such as pictures and tables, create a tone • Immediate Threat • Serene • Format and color scheme do as well: • “Meaning of Color” • “What Color is Your Business” • Color Wheel Pro • Words, as well, create tone

19. inventive innovative creative Different approach new cutting edge ahead competitive fresh original leader Creating Tone Verbally modern looking ahead forward thinking advanced Progressive

20. A Graphic Reminder • “Graphics [and all design features] should be used to enhance and clarify your message – to slice through the details and numbers and make the information easier to process” (282).