The value of a simple introduction
I picked up a really useful tip a while ago, and which I now use in every proposal I structure for clients; the value of the simple introduction.
I research widely and read a lot of books on marketing, selling, decision making, presentations, etc. Usually each book I read mentions other books or sources of information; and one book led me to Presenting to Win: The Art of Telling Your Story by Jerry Weissman.
Jerry writes on how to make presentations. It was full of fantastic advice; just about the best I’d ever read on the subject. I’ll focus on one aspect, because it was one I adopted straightaway in my proposal writing; the introduction.
Whether it be a sales presentation using Powerpoint, or a sales proposal, start out with a simple introduction. Tell ‘em what you’re going to tell ‘em, as Jerry puts it. And then tell them what’s in it for them. For example, you’d say: ‘at the end of this short article, you will be able to write an introduction that will cause your reader to actively read through the rest of your document.’
What Jerry advises is to tell people where you’re taking them don’t just send them off into the wilderness. People like structure; they want to know where they’re going.
I use this type of introduction to sales proposals all the time and find it works exceptionally well.
Tags: Proposal Writing
