Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

. . . you must . . .

Old Cicero doesn’t cut us any slack here. This is mandatory. Not “it would be a good idea if” or “beneficial results may derive from . . .” No. You must. And he’s right, because what he goes on to emphasize is the necessity of developing your persuasive arguments from the client’s perspective.