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Writing Winning Business Proposals, Third Edition by Joe Romano, Shervin Freed, Richard Freed

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APPENDIX FUsing the Right Voice: Determining How Your Proposal Should “Speak”

Some years ago, I came across a good illustration of rhetorical voice, a writer’s or presenter’s construction of her persona, the character she plays in a particular message.1 When you and I are talking face-to-face, we unconsciously adjust our manner of speaking so that we project the appropriate sides of ourselves to achieve our goals. You don’t speak the same way to me, your potential client, as you do to your spouse or your children or your acquaintances or the taxi driver who delivered you to my door. You project certain aspects of yourself that you want me to see or hear. You speak in a certain “voice.” When I’m reading your proposal, however, you’re no longer ...

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