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Persuasive Business Proposals, 3rd Edition by Tom SANT

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9 Fluff, Guff, Geek, and Weasel:The Art of Saying What You Mean

AS READERS, WE ALL KNOW WHAT WE LIKE: CONciseness. Clarity. Simplicity. Unfortunately, when we sit down to write, we too often fail to deliver anything like that. We produce lengthy, verbose, and complicated documents. Especially when writing proposals, many people subscribe to the “bulk” theory. Pile on the paper and the reader will give in out of sheer exhaustion. Got some documentation? Throw it in there! Got some testing plans? Throw them in, too! Put it all in. Who knows—if we put enough stuff in our proposal, something is bound to click with the evaluator and we’ll get the job.

That’s ridiculous, of course. When we lard our proposals will irrelevant junk, we irritate the reader ...

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