A Proposal has a very clear and singular purpose, of convincing the reader of that which is proposed. Hence it is a species of persuasive writing, tailored toward recruiting support for the plan it lays out. As such, a proposal needs to be compelling and cogent, capturing the reader's attention and then holding it with a logically ordered and lucidly expressed argument. Now, by “argument”, we are not referring to some sort of disagreement or dispute but, rather, the philosophical meaning of the term, of using processes of reasoning to convince people of a certain position. It does not matter if your Proposal is intended for financial, technical, educational, training, research, or other purposes, the fundamentals of persuasive writing are the same. It is essential one understand these principles if hoping to author a successful Proposal. Firstly, a good Proposal needs to be extremely focused. Necessarily, it will be targeted to a specific readership and written with a clear understanding of their expectations and how to meet them. So, for example, a research proposal for a thesis would be written specifically for a specialist in the relevant field, an academic. With this knowledge in mind, one would accordingly seek to identify a research question which is interesting, relevant and rich enough to sustain extended scholarly inquiry. Next, one would want to formulate this question in the most compelling fashion, such as illuminates the key points at issue and does so in a stimulating way (academia has no want of dry or excessively convoluted theses). After this, you would go on to explain why your approach to the topic is the best to take, by explaining the benefit for the reader, what is to be gained. This last is absolutely crucial. Your Proposal will stand or fall on the advantages it can deliver. Your task, then, is to persuade the reader of these advantages and, furthermore, that you are the person to deliver them.
In an academic context, the advantage for the reader would likely be in some of form of meaningful contribution to the discipline; but all other types of Proposal would essentially come down to the same simple formula of establishing advantage for the reader. Such advantage needs to be explained precisely. Your Proposal should outline why following your plan represents a distinct boon for the readership, and do so tersely. You are courting advocacy for an exact line of action; you do not need to waste time on long-winded prose. Get straight to the point, highlight the benefits, clarifying how and why following your Proposal will deliver them. This might involves graphs and charts, bullet points, diagrams, or other visual aids; the goal is to ensure the reader is not left in any confusion. Keep your sentences short and snappy. Be ruthless with your prose. Anything that can be cut without altering the Proposal's meaning should be cut. Hone your Proposal to the essentials and it will be more likely to succeed.
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