This document provides guidance on writing effective proposals. It discusses responding to RFPs, writing unsolicited proposals, and the common elements of identifying a problem and proposing a solution. It outlines eight steps for a strong proposal: following RFP directions, defining the problem and proposed solution, convincing the reader, conducting research, arguing the solution's effectiveness and feasibility, preparing a polished proposal, and including a clear call to action. The overall message is that an effective proposal convinces the reader that a problem exists and the proposed solution is the best way to address it.

1. (Arguing for Solutions)
© 2013, B. Maxey-Billings

2. The RFP
(Request for Proposal)
 Many proposals respond to an RFP
(Request for Proposal)—Such a
“requested” proposal is called a “solicited”
proposal.
 If you’re responding to a RFP, carefully
review the details of the request.
 Provide all of the information specified in
the RFP.
 Also, adhere to any design, length, or
formatting details included in the request.

3. Unsolicited Proposals
Of course, sometimes a proposal
writer has identified a problem on
his/her own.
Such an “unsolicited” proposal must
first argue that the identified
problem exists, and then must
propose an appropriate solution to it.
For an unsolicited proposal, the
writer must determine the design,
formatting, and other elements.

4. Every effective proposal
performs two common
functions:
1. It identifies a problem.
2. It argues for
(proposes) a solution.

5. And, all effective proposals consider the reader.
• Remember that you’re writing the proposal to a reader who must
approve it.
• State the purpose clearly at the beginning of the proposal.
• Arrange information so the reader can find it
easily--a classical structure works well.
• Provide background information that your
reader may need in order to approve your
proposal.
• Make sure that the reader has all the
information necessary to make a positive
decision.

6. Eight Steps toward a Strong Proposal
1. For any solicited proposal,* follow the specific directions
provided in the RFP.
Use the format and sections the RFP specifies, and make sure you provide all of
the requested information.
* For the Proposal Assignment in ENG 3250, you’re producing a
solicited proposal in response to my RFP, and you’ll
use the example in your textbook as a model.

7. 2. In Plain English, define the “problem” and explain how
your proposed “solution” will help to remedy it.
Assure your reader that you understand the problem and can solve it
effectively.
NOTE: Every element of the proposal should
address aspects of these two basic functions
(that is, defining the problem
and solving the problem).

8. 3. Assume that you must convince
your reader that your proposed solution is the best.
A proposal presents an argument. In it, you must
argue to convince your reader of the two points
mentioned earlier:
• You’ve identified a valid and significant
“problem.”
• You’ve determined an effective way to address
the problem.
To argue effectively, avoid overconfidence. Don’t
assume your reader will agree with you. Do your best
to anticipate and address the reader’s possible
concerns.

9. 4. Conduct any necessary background research.
You can make a more convincing argument if you’ve investigated the issue.
Provide the reader with examples, data, expert commentary, etc. that
you’ve uncovered.
Avoid arguing opinion. However, providing your reader with factual
support can help you win the approval you seek for your proposal.

10. 5. Convince your reader that your solution will
effectively address the problem.
To argue for the effectiveness of your proposed solution, include an
analysis of your plan and postulate about anticipated results.
In other words, answer this question: What do you hope to
accomplish by addressing the problem in the way you propose?

11. 6. Argue that your proposal is
feasible.
Provide timetables and deadlines to reassure
your reader that you’ve considered the time,
budget, personnel, materials, and any other
components necessary to complete the project.
Keep in mind that you’re asking the reader to
approve your proposal and provide the
necessary support, so make sure you explain
why your proposal is worth the investment.

12. 7. Prepare a polished finished proposal.
The quality of your proposal presents an ethos
appeal. You want it to say to your reader, “This
writer pays attention to details and can be trusted
to carry out the proposed plan.”
Thus, revise and proofread the content to make it
as perfect as possible.
Also, prepare an attractive and readable proposal.
An attractive document helps make your argument
for its approval.

13. 8. Include a clear, concise, and explicit “Call to Action.”
After all, you cannot proceed with your plan until your reader approves
your proposed project.
Make sure you conclude your proposal with a CTA that asks for an

approval of your proposed plan.
CTA

14. After Approval
Once you’ve gained approval for your proposal, the real
work begins. So, make sure your proposal lays out a plan
that you can actually carry out, and then stick with it.
Good luck!