2. Proposal arguments are the most common type of
argument, particularly, in the real-world environment
of jobs.
There are two types of proposal:
o Practical Proposal
o Policy Proposal
3. Practical Proposal
• Practical proposals call for action to solve some
specific local or immediate problem.
• They are usually narrow and concrete.
Policy Proposal
• Policy proposals, in contrast, put forth broad plans
of action to solve major social, economic, or political
problems of general concern.
4. A proposal is by definition a persuasive message .
General purpose is to convince reader
To convince someone of your point of view, you have
to prove that your suggestion is appropriate and
adoptable.
Therefore we use arguments in proposal
5. There are six main Strategies to strengthen proposal
argument
Demonstrate your Knowledge
Provide Concrete Information
Research the Competition
Prove its Feasibility
Adapt “You” Attitude
Make it attractive and readable
6. Everything you write should show the reader that
you have
Knowledge
Experience
to
Solve the problem
7. Avoid vague unsupported generalization.
Provide quantifiable details.
Describe the problem by answering What Why
Where When & How .
Tell how much money the proposed solution can
save.
Give details on how job will be done.
8. • Know Products,
Services & Prices
Competing • Use Trade publications
& Internet
• Find Possible
Not Alternatives
Competing • Manage to emphasize
the feasibility of yours.
9. Customer has to choose between
BUYING solution from external party
BUILDING Their own
Here you are effectively competing
10. Proposal should be:
o Appropriate
o Feasible
o Workable
It should be according to the audience capabilities
and resources
12. Describe qualities or benefits of your product,
service or personnel in relation to your audience
needs.
13. Make sure your proposal is letter perfect, inviting and
readable.
The quality of your offer is pre-judged by your
proposal
Errors , omissions or inconsistencies may cost you
important career and business opportunities.
14. Follow the three-part proposal structure:
o DESCRIPTION of the problem,
o Proposed SOLUTION
o JUSTIFICATION for the proposed solution
Give your argument immediacy through
o Details
o Scenes
o Examples
15. Consider conservatism of people and use strategies
to overcome it
Predict consequences and evaluate consequences
of certain courses of action
Identify important, controversial problems that need
solving in the various communities to which you
belong
16. Consider who has the power to act on your proposal
and what are the constraints preventing action
Use the claim-type strategy to generate ideas for your
proposal argument by thinking out claims of category,
cause, and resemblance that can support your
proposal claim
17. Choose an effective way to organize your proposal
argument that
CONVINCES your audience of the problem
PROPOSES your solution
JUSTIFIES your proposal
CONFRONTS opposing views
18. Revise your proposal argument by:
Answering objections that
o Deny the problem
o Protest the effectiveness or cost of your solution
Anticipating counter-proposals
19. Proposal Arguments
Types of proposals
Strategies to strengthen arguments
Techniques to write arguments
There are two types of proposals based on type of arguments.
There are two types of proposals based on type of arguments.
A proposal may be written in two scenarios1 you are competing against other firms for a potential customerUse Trade publications & Internet to get information about competitorKnow Products, Services & Prices of competitor2 you are not competingFind Possible Alternatives that client may choose instead of yoursManage to emphasize the feasibility of yours.
Sometimes costomer face a buy or build situation in which:
First you should determine your customer’s needsEither stated in RFP or discovered through your own investigation.
