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

5. Developing a Client-Centered Message Every Time You Write

You’ve probably had an experience similar to the one I had recently when I was in Scottsdale for a conference. I separately asked three of the friendly people working at the Mountain Shadows Resort which was the best Mexican restaurant in Scottsdale. All three of them gave me the same answer. Hopeful that I was about to enjoy a great meal, I drove to the restaurant they recommended.

After waiting awhile to be seated, I looked at the menu and saw what I wanted, although I wanted a small change to the way it was prepared. Unfortunately, the woman who took my order was much more interested in yelling at a busboy (“Jose! I told you don’t put that table over there. No! You put it in the ...