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Persuasive Business Proposals, 3rd Edition by Tom SANT

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13 Writing the Business Case

WRITING A FORMAL PROPOSAL CAN BE A DAUNT-ing task. Some of them may be hundreds, even thousands of pages long, but even if they are much shorter, they are still complex documents. As the old proverb about eating an elephant says, you can only get the job done one bite at a time.

The most important bites are the ones that appear up front—your cover letter, title page, and executive summary. Allow yourself enough time to do a good job with those parts and you’ll at least create a positive first impression.

The Cover Letter

The cover letter is your firm’s official transmittal message. Serving as a formal introduction and statement of commitment, it presents your company’s offer to your client. Because it speaks on behalf ...

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