There are many forms of proposals: internal, external, solicited, unsolicited, and responses to RFPs/RFIs, etc. Regardless, they all need to be focused on the reader and written so they stress – not features – but benefits. This workshop provides techniques for analyzing the reader’s needs, for organizing your USFs (unique selling features), and for writing for today’s marketplace.


For 6 to 20 participants at your place of business

Request a Quote or More Information on this Workshop >


We can’t depend on lower bids always getting us the job. Nor can we expect our readers to be mind readers. We have to ensure our proposals are totally responsive to the needs of our managers, potential customers or clients, and that we have a convincing management plan.  This workshop – whether you are working on a response to an RFP or a proposal for your manager – will help you “spin” your ideas to match your reader’s mindset.


  • Managers
  • Sales and marketing staff
  • Anyone who has to write and/or present an internal or external proposal


  • Pitch your report to the reader
  • Reduce your writing time
  • Change features into benefits
  • Convey information clearly
  • Deliver a positive, effective message


Analyzing the Proposer

  • Understanding the factors that will increase your chance of success
  • Separating the writing into manageable stages
  • Understanding the importance of thinking before writing
  • Collecting information via a bidder’s meeting or phone call

Conveying Information

  • Understanding the differences in features, advantages and benefits
  • Changing your features into reader benefits
  • Answering difficult questions
  • Being persuasive
  • Tying the reader’s needs to your product/service

Working With the Appropriate Infrastructure

  • Selecting the right format for solicited and unsolicited proposals
  • Working with RFPs, RFQs, and RFIs
  • Writing a “cold call” sales letter/proposal

Writing Techniques

  • Reviewing the techniques for clarity and conciseness
  • Making the document visually appealing

Delivering the Message Verbally

  • Preparing the introduction and close
  • Dealing with distractions
  • Using correct body language
  • Fielding questions
  • Using visual aids
  • Leaving a positive message


This workshop is highly interactive and involves numerous group exercises. Participants are welcome to bring in proposals they are currently working on for a confidential critique during the session.

< Back to all Specialty Writing Courses

Course Code: WSJ706