Before you start writing the proposal, it is important to understand a few things about the reader:
He/she cares first and foremost about their own needs.
He/she will want to spend as little time as possible reading or looking at your proposal.
With this in mind, there are a few established rules of thumb when writing proposals:
Tell them, tell them, and tell them some more
Proposals are not about you
Sell the benefit.
Be extremely specific
Keep it as brief, but not briefer, than possible.
Spoon feed the reader.
Focus on the action.
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