1.3 Focusing on the Reader, the Evaluator As a proposal writer, you must always remember you are writing for the customer, not for yourself or your management. These key principles apply:
People are lookers first, then readers. Make your proposal aesthetically pleasing to initially draw in the customer.
Know your evaluator/ customer. Details about the evaluator are best provided by the sales or capture/opportunity lead.
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The reading process is identical for technical documentation or a proposal. However, the motivation of the reader differs. Compelling content motivates the reader to choose your solution.
The more interesting the subject is to the reader, the less you have to entice the reader to read your document.
Based on your writing, be sure the customer can answer the questions “So what?” and “How so?”.
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