How to Write Reports and Proposals Book

Acknowledgements vii

A note on this new edition ix

Introduction: pitfalls and opportunities 1

1 What makes good business writing? 7

The hazards of communication 7

Serious, and very serious 8

Why have a report? 11

Readers' expectations 12

The readers' perspective 14

Powerful habits 16

Earning a reading 17

Inappropriate standards 19

Clear intention 19

Absolute clarity 20

The rewards of excellence 22

A significant opportunity 23

Key points 24

2 Creating a good report 25

Setting clear objectives 25

A sound structure 27

First, the beginning 29

The middle 31

The end 34

After the end 36

Key points 37

3 Preparing to write 39

Why this report? 41

Research prior to preparation 43

A systematic approach 45

Shaking off old habits 55

Key points 57

4 The power of language 59

Cultivating a style 59

Readers' expectations 60

Readers' dislikes 65

The writer's approach 67

Use of language 69

Making language work for you 69

Mistakes to avoid 72

Following the rules 75

Style 77

Technological dilution 78

Key points 78

5 Dealing with numbers 79

Action to help 80

Methods of presenting numbers clearly 82

The contribution of language 85

Key points 88

6 Making proposals persuasive 89

A cumulative process 89

A key stage 91

Persuasive technique 92

The don'ts 92

The dos 93

Quotations versus proposals 96

Choice of format 96

Timing 98

Proposal content 100

Checklist 107

Covering letters 108

The presentation of proposals 113

Earn attention 114

Key points 114

7 The contribution of presentation 115

How the pages look 117

The exhibits 121

Other options for inclusion 124

Overall packaging 124

Key points 125

Afterword 127