Proposal Writing Articles

Proposal Writing: Learn Lessons From Lawyers - Really

Proposal writing success means your clients read, understand, remember, and act positively on your proposal because you are “talking their language.”

Your proposal writing proves to them you understand their situation, their way of doing business, and their needs.

“Talking their language” also means you use words they know, understand, and use.

You truly can learn a lesson about proposal writing from lawyers.

Here’s how.

Any attorney in his or her right mind would never approach a jury and say:

"Duly elected members of this august judicial contrivance. On said day, with malice in his coronary region and hatred imbued throughout his cerebellum, the heretofore accused did inflict four score and 17 lesions upon the countenances of the heretofore said dead."

"Duly elected members of this august judicial contrivance."

What does that mean?

You’ve probably heard the following, clearly understandable utterance a thousand times.

“Ladies and gentlemen of the jury.”

Lawyers need to paint the same picture in the 12 minds of the jury members.

They would not use words that could in any way be interpreted multiple ways.

In your proposals, use short, simple, clearly understandable words.

AVOID CONSULTANT OR ACADEMIC WORDS

Stay away from words such as:

Utilize

Paradigm

Conundrum

Transpire

Reiterate

Subsequent

Methodologies

Cohort

Use "use," not "utilize."

Write "pattern," "model," or "example," not "paradigm."

Solve "challenges," "problems," or "issues" rather than "conundrums."

The first five definitions of the word "transpire" do not mean "do," "happen," "occur," or "take place."

The word "transpire" means to secrete waste matter through veins.

The word "reiterate" does not mean to "repeat,” restate," or "emphasize." The correct word to use is "iterate."

The word "reiterate' means to "say repeatedly."

So if you mean "repeat,” "restate," or "emphasize," write what you mean.

People use the word "subsequent" to mean "before," "after," later" or "next."

Nobody mistakes the words "before," "after," "later" or "next."

People do become confused as to the actual meaning of the word "subsequent."

Don't gamble on misinterpretation with your proposals.

Use short, clear, precise words.

As far as "methodologies" and "cohort" go, look them up in the dictionary.

"But," you retort. "That wastes my time."

Bingo!

AVOID FONY FRAZES

The phoniest phrase of all is, "Per your request."

Trust me, I can present you with five reasons why you should never say:

"Per your request,..."
"Per our conversation..."
"Per Tom..."

Let me offer two reasons why so we can move on.

Many of you are technically-oriented and you know better.

You shouldn't use "per" unless you use it with a numeric designation.

Per person
Per year
Per gallon
Per mile
Per liter

If you need more proof, please check Rule 1080 of the Gregg Reference Manual.

Also avoid jargon, industry-specific acronyms, and buzzwords like "initiatives," 'Bottom line," and "MBO," "paradigm shift," "strategic alliances," or "TQM."

Let the consultants use those words. You use the words your clients use.

Remember, you are writing a document to influence your readers to select you as a business partner.

You are not writing a term paper or doctoral dissertation.
 

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