영문목차
Section I: Why You Need This Book
1. The Challenges You Face
2. A Good Proposal Is Hard to Find
Section II: A Primer on Persuasion
3. Why the Intuit Hunt Whales and Other Secrets of Customer Behavior
4. The Structure of Persuasion
5. Developing a Client-Centered Message Every Time You Write
6. Understanding the Customer: The Cicero Principle
7. Establishing Your Credibility
Section III: How to Manage the Process and Keep Your Sanity
8. An Overview of the Proposal Development Process
9. Writing from the Right Brain: Getting Your Ideas Organized
10. Presenting a Winning Value Proposition
11. The Structure of the Letter Proposal
12. The Structure of the Formal Proposal
13. Writing Research Proposals and Proposals for Grants
14. Packaging Your Proposals for Success
15. Presenting Your Proposal
16. What to Do After You Submit
17. Writing in the Midst of a Storm: How to Deal with Bad News & Negative Publicity
18. Creating a Proposal Center of Excellence
19. Proposal Metrics ? How to Measure Your Success
20. Automating the Process
Section IV: Writing to Win
21. Give the Reader a KISS!
22. Word Choice: Six Traps to Avoid
23: Sentence Structure: Maximizing Your Clarity
24. Editing Your Proposal