One of the most difficult times that I have had in my life, believe it or not, was as a student at the largest university in the nation, The Ohio State University. Now most would say, “Are you kidding me? College was the best time of my life!” and it was for me as well. But Columbus, an eclectic, stylish,busy, scarlet and grey obsessed city, is a Mecca of distraction for any 18-22 year old kid. At times I am astounded, even boastful, of the accomplishments that I achieved and the skills that I acquired in between all of the partying, shopping, and socializing that I did. Sleep was an option, along with studying and showering (I know it’s disgusting but hey, it’s college right?). Yet somehow, amidst all of the chaos, I managed to keep my parents pleased with my grade point average and junior year I decided it was time to attempt to attain a decent internship. While flipping through the pages of Ohio State’s newspaper, The Lantern, I came across a listing for a Public Relations and Marketing intern at the Ohio Statehouse. Feeling lucky, I emailed the point of contact and a few weeks later I found myself sitting in the main office of the Capitol Square Review and Advisory Board waiting to interview.
It was early Monday morning, earlier than my usual 11:00 am class, and I was sick with a terrible cold. It was dark and dreary in downtown Columbus that day, and the last thing that I wanted to do after a weekend of tailgating and nightclubbing, was to get dolled up for an interview. I rationalized for an hour on how I could get out of doing such a thing but failed to convince myself; I had glorified the opportunity so much up until then, that I refused to let the chance slip away. So I mustered up the strength and motivation, put on a suit, grabbed my portfolio and was out the door.
It wasn’t until I walked through the rotunda of the Statehouse that I realized I was in no condition to speak with anyone. I was sneezing profusely, my eyes were red with irritation, and I not only looked,but felt,miserable. In fact, when I finally arrived and introduced myself, I extended my arm to shake the director’s hand and he refused! Recognizing my puzzlement he replied, “I admire your commitment, but with a cold like that you should’ve stayed home!”. I laughed nervously, apologized, and took a seat in his office. It seemed to be all downhill from there. I fumbled through his questions, trying to maintain my runny nose and control my hacking cough in hopes that his pity may get me the position. Yet in the end it was not his sympathy that landed me the job, rather the documents within my college portfolio that caught his interest, especially one particular piece.
It has been my experience in both the professional and academic realm that the knowledge of how to properly and effectively construct a brochure can prove to come in quite handy at some time or another. In the field of communication, brochure formulation is quite common in courses of study that involve mass communication, organizational communication, public relations, marketing, advertising, and strategic communication, to name a few. Contrary to popular belief, a printed brochure, if executed and placed correctly, can be a very powerful tool. Whether your objective is to inform or persuade your audience, exceptional brochures have the capability to capture your audience, engage them in your written material, retain their attention, motivate them, instill desire, and convince them that your argument, product, or stance is substantial and legitimate. Even though our society is shifting towards an electronic era, some printed materials will always maintain their significance, for some things just cannot be virtually replaced. Again, while some may disagree that the “brochure distribution” method of promotion or education is slowly making its departure, I strongly believe that an electronic version of such a document is far less effective, let alone attractive to an audience.
Depending on the documents’ purpose and subject matter, the length and set up will vary. Furthermore, one common misconception involves the notion of “less is more”. In some cases, this is true but often times the more information provided will not only engage your target audience but leave them feeling knowledgeable and convinced. From my past experiences, I am providing some instruction and tips on how to achieve these components when attempting to formulate an effective and eye-catching brochure.
1. Focus your intentionAs with any form of writing, it is important to recognize and clarify your objective. The purpose of your document will determine the tone and writing style that you wish to incorporate within your text. This component of formulation cannot be stressed enough. Many writers find it difficult to gear their tone of voice to coincide with their objective. Therefore, determining this aspect clearly in the beginning will better equip you to populate your brochure accordingly. For example, if your goal is to inform your audience, you will aim to take an objective stance. Yet, on the other hand, if your objective is to persuade your audience, then you will tend to take a more aggressive position in your diction. The same applies to tone; an informative brochure with no pressing objective will possess a more relaxed and casual tone as opposed to a persuasive brochure. “Turning Emotional Energy Into Purposeful Writing” distinguishes the differences between writing and speaking and the norms associated with each. This piece, or any article of the sort, is especially helpful to reference prior to brochure construction, for it stresses the importance of powerful writing that is both appropriate and purposeful. “But powerful writing requires linguistic control as well as passion” (Vassallo, 159).
2. Narrow down key points
Once you have recognized your objective, it is important to brainstorm ideas of support. This handy tool will promote organization and help aid in controlling and determining the length of your document. By brainstorming, you will be able to determine the parameters of your stance and what information that you will want to provide for your reader. This tool will help to eliminate the unnecessary and trivial details, and focus on the main points that will be the best support for your document’s primary purpose. “In a field experiment with students, we show that a specific, difficult novelty goal, whether presented alone or in conjunction with brainstorming rules, improves novelty and creativity in individuals’ idea generation…” (Litchfield, 1). Once you’ve brainstormed your ideas, this will also help you to picture the layout of your brochure. How much text do you envision your brochure containing? Do you want to mention every aspect? What are the most important points? Is there enough room? These are all questions that will arise once you have all your support laid out in front of you.
3. Choose powerful images
Now that you’ve determined what support you have, it’s imperative that you select images that are both powerful and relevant to your topics. Personally, I find that incorporating more photographs rather than generic images are more effective. It is essential that the front flap of your brochure is unique. One of the most difficult aspects of brochure formulation is the initial capture of your target audience. A boring clip-art image is easily overlooked, no matter how interesting your tagline is. Furthermore, the exemption of image incorporation is highly discouraged. “A group of design disciplines deal with the design of images. Here the main components are words, visuals, and forms” (Petterson,39).
Although, there are brochures in existence that incorporate no imagery, in my experience I have not chosen to exclude this particular component. For in the realm of communication, brochure formulation is a common practice that nearly requires the adoption of innovative and creative means of audience capture.
4. Construct a draft
It’s always helpful to assemble a draft of your brochure before you start writing the content. There have been a number of times where I have jumped the gun, began construction without drafting first, and ended up with either too many images or too much text. By laying out your format first, you will be able to eliminate the unnecessary or overzealous material that you have selected. Again, as with any type of writing or document construction, organization and planning are key fundamentals in execution. Drafting not only aids in these areas but in editing documents as well. First drafts for writing composition act as the starting point for any writer, and the same applies to brochure formulation.
5. Use appropriate fonts
Naturally, the font on a brochure for a daycare will significantly differ from the font contained on a promotionof seasonal haunted house. It would be appropriate to use Comic Sans MS for the daycare brochure and perhaps Chiller for the haunted house, but vice versa, the pairings wouldn’t make much sense. Although a small part of the overall document, choice in font can be a powerful component of your brochure. “Good typesetting can honor the story, enhance readability, and add to the appeal of a book, but bad typesetting can make a book look amateurish…”(Phinney, 21). Times New Roman, Calibri, or other fonts of the sort may be the safe choice, but a unique, yet suitable, typeset would have a more profound effect. It is this small attention to detail that will contribute to your brochure’s exceptionality and increase the chances of capturing your audience, and retaining their interest.
6. Avoid distracters
From the choice in font color and style to the color of the paper that your brochure is being printed on, avoid distracters at all costs. Selecting bright yellow paper with neon pink colored font is an extreme but prime example of exactly what NOT to do. Choose colors that are pleasing to the eye, are coordinated, but will still entice your audience to want to choose your brochure. “Color can masterfully describe a scene. It is often more attention grabbing and realistic. On the other hand, color is easily prone to complexity and color…Which medium you choose depends on the particular message you want the picture to carry to the viewer. The medium you select can, in itself, often become an important part of that message.” (Douglis, 34-35).Distracters don’t just pertain to color either; avoid unnecessary photos, clip-art images, drawings, quotes, etc. If it doesn’t add interest or character to your document or is pertinent to your goal, don’t include it!
7. Write with excitement and style
Like mentioned before, one of the most difficult components involved with any type of writing is retaining the attention and interest of your audience. “Advice: Tap into your unique voice and experiences. Find a quality of ageless appeal and pump it for all it’s worth. (Heckenkamp,1).With this in mind and in addition to the previous tips, make sure that the bulk of your brochure is not only well written, but grammatically correct, entertaining, and motivates the reader to continue throughout the document. Adding character and creativity to your text will do the trick! Avoid general and bland writing; write in a way that would appeal to you.
8. Don’t “flood” your brochure
Be sure to achieve your objective, but don’t overdo it. Just because a typical brochure consists of 6 panels, it does not mean you are obligated to fully populate every panel with images and script. If you need the space to fulfill your goal then do so; but if every panel is covered from top to bottom, take another look at the main points you narrowed down from your brainstorming session. Perhaps your scope is too big and you’re trying to cover too much material. If you can’t accomplish your purpose with 4 panels of text, 1 title panel, and a contact/general (back) panel, most likely your parameters are too wide.
9. Be consistent
Formatting in this regard is absolutely necessary. If your document is not consistent, the reader will question your level of professionalism and ultimately the legitimacy of your stance or argument. Much like any other document, you don’t want to jeopardize losing your audience, much less confusing them. Fortunately, for the easily distracted designer, many computer applications are geared towards maintaining consistency throughout the entirety of the document. Microsoft Word incorporates a “style” utility within its program functionality that retains format components all through the document. “You can use them to format documents on a global basis and maintain consistency throughout.” (Stone, 56).
A consistently formatted document is aesthetically appealing, promotes the utmost level of comprehension, and cohesively flows among all of the elements of design.
10. Choose colors strategically
Similar to font selection, colors should be chosen wisely as well. Although a simple and small component of any document, color can have a profound effect on reader acceptance, comprehension, and attract ability. This aspect of perception is one that is studied rather in depthly in regards to consumer research, advertising and marketing trends, and even interior design! For color is continuously researched for cognitive interpretation, human perception, relation, and psychological meaning. The rise in popularity of FengShui is the direct example of this. “Red invigorates; inspires passion and strength…Orange stimulates; invites cheer and optimism; uplifts; encourages creativity…”(Shades of Meaning, 1). Paired with witty diction, this combination of clever text and strategic color coordination has been proven to be quite the effective audience captor.
The importance of utilizing effective color schemes and images cannot be stressed enough. At first glance, it is imperative that your brochure stands out from the millions of others that it is most likely being grouped with and “grabs” your reader. This is perhaps the most difficult part of brochure formulation simply because of the profusion of competition that exists, regardless of the market. Photographs on the first panel tend to capture one’s attention, as well as bright colors and innovative design. Yet these techniques should always be taken into consideration with the concept of moderation in mind. An abundance of color and superfluous design can deter an audience and therefore may be overlooked. For example, when you encounter a selection of travel brochures, for instance in a hotel lobby, what pamphlets do you tend to focus on? By asking this simple question, you are equipping yourself to integrate these attractive characteristics into your brochure; a practice that is quite useful in the early development stages.
This list is in no way all-inclusive; tips and techniques for brochure formulation can span over a period of days at least, but these are the top things that I take into consideration when formulating a brochure. When in doubt, refer back to the basic elementary fundamentals of writing composition particularly the three components, introduction, body, and conclusion. It never ceases to amaze me the numbers of those that forget this essential facet of writing. Lastly, these tips and techniques should only be taken into consideration; remember to be unique and incorporate your individual character and creativity into your document, it will be much more effective that way! Who knows, maybe someday your unique brochure in your writing portfolio will help land you that big job!
Interview with an Expert: Dennis Henry
Process Improvement Strategist/ 748 SCMG/OMS
By: JennicaSemon
JS: Mr. Henry, first I’d like to thank you for taking time away from your busy schedule to meet with me. I realize that with all of the inspections coming to Hill that the Operations Management Strategy office is especially busy at this time.
DH: No problem, Jennica. I just hope I can provide you with some useful information.
JS: Well, I have had some experience in the past with brochure formulation and find the construction of this type of document to be quite useful…What is your take on them?
DH: I actually construct quite a few brochures throughout the quarter for different events, initiatives, and organization restructurization both electronically and in paper form. Personally, I don’t care too much for electronic brochures. I would much rather produce a hard copy of a brochure.
JS: That was my next question. Why do you prefer printed over electronic form?
DH: After I spend hours on a brochure that will be distributed throughout the group, or even the squadron, I want to ensure that SOMEONE is reading it. I mean how many times in the morning when you get to work and the 748 News Feed pops up, do you click the posted documents? I know I never do and when I’m told to publish it electronically this is exactly what I think of. At least when they are printed and physically handed out, I know that people are more likely to skim through it. Online you’re not given that. It’s just not the same.
JS: I agree completely. Some things are just more effective in paper form. So is there a particular program that you prefer to use?
DH: I’ve tried many different computer applications for constructing brochures, but I always find myself using Microsoft Project. Once you’ve used it a couple times, and done a little research on its many functions, it seems to be the most user friendly and easy to navigate.
JS: Yes, I prefer Microsoft Project as well. Are there any secrets to the trade that you can provide ?
DH: I would say, take advantage of as many relevant visuals that you can. Also, try to avoid stagnant white space and if you need to include boxes of text than don’t be afraid to do it. I know that you’re taught that conciseness is key in Air Force culture, and it is to an extent, but if you need to have a longer portion of text to get your point across then do it. The worst thing that could happen is that you are so worried about being straight and to the point, that your reader becomes confused on what it is that you are trying to convey to them.
JS: Are there any particular examples that you can provide, to elaborate on your previous statement?
DH: Take for instance Colonel Hall’s strategic goals and 3R’s initiative. You can’t just list the strategic goals and a single sentence and expect people to know what he’s talking about. So that brochure is a little longer than your average run of the mill brochure. But in that case you have to add more text, otherwise you butcher the Colonel’s entire vision.
Dennis Henry has been with the OMS office for nearly a decade, and a civil servant for over 15 years. He is a certified black belt with the AFSO21 Six Sigma/Lean process and the point of contact for many squadron level briefings and documents.
References
Drafting. (Cover story). (1994). Learning, 22(6), 25. Retrieved from EBSOhost.
Douglis, P. N. (2001). Color or black & white? When the medium becomes the message. Communication World, 18(3), 34. Retrieved from EBSCOhost.
Douglis, P.N. (2004). When Color Makes the Difference in Conveying Ideas and Meaning. Communication World, 21(4), 52-53. Retrieved from EBSCOhost.
E., B. B. (2007). SHADES OF MEANING. Natural Health, 37(5), 17. Retrieved from EBSCOhost.
Heckenkamp, T.(2004). Young writer tapped her unique voice. Writer, 117(1), 13. Retrieved from EBSCOhost
Litchfield, R., Fan, J., & Brown, V. (2011). Directing idea generation using brainstorming with specific novelty goals.” Motivation & Emotion 35(2), 135-143. Doi:10.1007/s11031-011-9203-3
Pettersson, R. (200). Visual Literacy and Message Design. TechTrends: Linking Research & Practice to Improve Learning, 53(2), 38-40. Doi:10.1007/s11528-009-0266-x
Phinney, T., &Colabucci, L (2010). The Best Font for the Job. Children & Libraries: The Journal of the Association for Library Service to Children, 8(3), 17-26. Retreived from EBSCOhost.
Rhodes, D. G.(2005). Organization in Technical Writing. Journal of Professional Issues in Engineering Education & Practice, 131(3), 213-216. doi:10.1061/(ASCE) 1052-3928(2005) 131:3(213)
Stone, M. (2004). Staying in Style. PC Magazine, 23(13), 56. Retrieved from EBSCOhost.
Vassallo, P.(2004). TURNING EMOTIONAL ENERGY INTO PURPOSEFUL WRITING. ETC: A Review of General Semantics, 61(1), 159-167. Retrieved from EBSCOhost.
Wednesday, June 29, 2011
Writing News Releases Tips and Techniques
Emily Gundersen
Writing News Releases
Tips/Techniques
Have you ever heard the phrase “timing is everything?” Writing a news release would be one of those times. If it is not timely, relevant and news worthy, forget it. Do not waste your time writing a news release, if it is not new. WSU alumni journalist, Angie Welling writes, “Timeliness is key -- Reporters want to witness events firsthand and report on their observances, not rely on others interpretation of events. Do not tell them what happened at an event that has already taken place; invite them to attend the event ahead of time.”
I recently organized a charity event for the Deaf and Blind Children’s Fund of Utah Inc. I wanted media coverage for the event, so I composed and sent out my first news release. Needless to say, the event did not get any attention. What I discovered is the way a news release format style is vital in getting media coverage.
For this writing effort, I wanted to prepare for next years event and learn how to write a successful news release. There are many books, websites and blogs pertaining to writing a news release. There are also many websites that will assist in the preparation and distribution.
There are many opinions on how to write the best news release. I will share what I have learned about writing an impressive news release. I will also let you in on a few not so impressive tips from the experts too. I will also include how to get the news release distributed to numerous news sources.
To be clear about the terminology of news release; it is a general term for press releases and media releases. All three are interchangeable terms. Essentially it is a statement written to the media. Submitting a news release can provide an opportunity to make a community announcement, personal accomplishment, introduce a new company, highlight a new product or service, or promote a fundraising event, etc. If you are able to impact the editor of a news organization and generate media coverage it can create new business, volunteer awareness, and a wide variety of publicity. It can be a free marketing or advertising tool. In order to get coverage or publicity, you must be willing to write a news release in the proper format.
Before beginning to write, ask yourself a few questions about the topic of the news release. Is your topic newsworthy? Is the news release going to create interest in the community? How is this news story going to affect people? Why would I want to read about it? What is the outcome or call to action? Will this topic have a lasting impression on the community? These are the stories that get attention. An editor will only give attention to something that is news. To get ideas on what is news worthy, consider reviewing newspapers, magazines and trade publications.
New releases have been around since the ages. Most of the traditional formatting for news releases dates back to when they distributed via teletype machines. There are four general guidelines for news releases; headline, dateline, body copy, company information and contact information.
Every expert had the same opinion; the headline is the most important. It is imperative that the headline will “hook” the editor, as it may be the only part read. Write the headline once the body of the news release is complete. It might be a waste of time if you write the headline first. The focus may change after writing the body. Your headline must create the greatest impact on first glance, or it may end up in the trash. Editors can tell when someone has spent time on the headline. Do some research and find out what gets published. Check out the front page of The New York Times or other nationally published newspapers or magazines.
Editors want a headline that captures attention and will entice them to read further. Skip the buzz words and jargon. If the headline reads, “Parker’s RunWise® HHT Placed on EPA’s Emerging Tech List,” and it is over their head, it will not see the light of day. If your headline reads, “Parker Refinances $1.5 Billion Credit Facility Over Five Years,” then it might get to print. Include words like “new”, “announces”, “better” or “more” to create interest. Editors are in tune with their readers and what captures their attention. Think like an editor and deliver the most accurate, concise sentence that will make an impact. Find more tips on writing killer headlines at www.creative public.com.
Headlines are bold text with a larger font than the rest of the copy. Write the headline in a different style font but only capitalize the first word. Do not capitalize the entire headline.
Essentially the headline is undoubtedly the key element. A subheading is to keep the reader’s interest and is an extension of the headline. Subheadings can use a different font to offset it from the headline.
Next is the body of the news release which is the second most important piece. To begin writing the body of the news release, start with the dateline; which includes the date and city of the press release origination. The dateline should appear below the headline at the beginning of the first sentence.
Most editors will not read beyond the first paragraph. Capture the audience in the first sentence. The next two sentences should elaborate on the news story. Think in terms of writing “collapsible copy.” This means any sentence can be used as a quote or stand alone information. Sentences should be composed in the third person, active and concise sentences. If news releases are to be noticed, then use the most widely used style of news writing is Associated Press style. Books to learn about AP style can be purchased on line or find them at the local library.
Editors prefer news releases that use the format of the “5 W’s and H” approach (what, when, where, why, who and how.) Using this approach will ensure the content will be everything needed in a news release. This will help stick to the facts. If there is more information to share, use the concept of “inverted pyramid.” This technique is to stack the information with the most important in the beginning to the least important. This communicates the most critical information to the editor at the forefront. The editor will most likely only read the first paragraph anyway. Stay away from using marketing hype and unsubstantiated claims. This does not create credibility for your news release.
The recommendation for a news release is at least 200-300 words in length. This word guideline is to discourage PR people from submitting numerous news releases with no worthy content. Be careful though editors do not want to read a bunch of fancy words. Get to the point. Angie Welling states, “It should only be one page double-spaced and two pages only if absolutely necessary.”
Use quotes to validate and substantiate your copy. Using customer validations like, “I would like to send a big thumbs up to Tier 2 Technician Tony.” Also, include expert quotes to offer credibility to your story or organization like, "Expert panels have long been used to pursue research across a broad area of policy," said Siddhartha Dalal, the study's lead author and chief technology officer at RAND, a nonprofit research organization. "This new system allows expert panels to be done online in a robust way that resembles fact-to-face meetings, but with lower costs and easier analysis of the information gathered."” (Srinivasan, Straus, Adams, 2011) Unbiased opinions are always the best way to go. Other supporting evidence can also be used; research reports, surveys or a good statistic. Canned quotes are usually not impressive, stay away from those.
If there is a photo opportunity that will tell the news story, then use it. A photo will increase the opportunity of print by 80%. (www.telaflora.com) Photos make the story interesting and will likely entice attention from the editor. Make sure to include a caption and identify the individuals in the picture. Attach a link to the photos with the description of the pictures if the news release is submitted via email.
Finally, do not forget to include the contact information. Include name, number and Web page if one is designed. It is a good idea to use a boilerplate from your company brochure. Include a call to action from the community if necessary. If it is a fundraising project, include where donations can be made or a link for more information. Include a link to the Web page if they should purchase something. If communication is necessary leave a phone number, fax and email address of the individual to contact.
Your logo should be part of your release. This provides a professional feel for the news release and a good way to stand out.
To finalize the press release place “FOR IMMEDIATE RELEASE” at the top of the page, it should be centered with capital letters and bold. To request a later release date place “HOLD FOR RELEASE UNTIL JULY 10, 2011” at the top of the page. At the end of the copy, center these three symbols “###.” This tells the editor there is no further information.
The writing style should be positive. Do not begin a news release with negative news like “following the resignation of…” as this can always be validated by an editor. Stay upbeat and begin describing the positive changes and benefits of the new changes at your company. It becomes a better story and people look for the positive aspects of news. Humor can be used if it is super funny and not too cheesy.
Another unanimous opinion among the experts, before sending the email is always, always proofread your work. Rather, have someone else proofread your copy before emailing. Possibly an editor or a professional writer would be encouraged to review the copy. The news release should be a professional document that reflects you or your company. Do not risk sending something with typos and grammatical errors. Nothing can be stressed more than to proofread. Sure way to get rejected.
Now the copy is finished, ready to be emailed to an editor. It is a great idea to submit news releases to a specific media outlet or an editor that knows this line of business. Do some researches about who works at the local paper that would be interested in this story. Begin networking and finding out who to talk with at the paper. Editors love when people promote their paper. Start by using social networking and post their stories on Facebook or Web page links. Networking prior to the news release is a positive. Research the local editors and create a list that can be used again for future news release submittals.
Blogger response)
“If someone addresses me by name, has read what I write, and has an interesting subject-headline, they stand out and I will read their release and usually do an interview. It is not rocket science.” (http://blog.journalistics.com/2011/press-release-press-delete/
There are several Web pages that have distribution lists if needed. These Web pages can also help write a news release for a price. The local source www.utahnewssource.com is a great resource for Utah distribution. It has a list of these media distributors that will receive you news release; Utah TV News, Utah News Radio, Utah Magazine, Utah Newspapers, Utah Online News, Utah Bloggers, Utah Podcast Directory and staff. National media distribution resources can be found at the following links below.
Press Release Distribution Web page:
http://www.utahnewssource.com/
http://www.pressdr.com/
http://www.businesswire.com/
http://www.smallbusinesspr.com/
http://www.pr.com/press-releases
http://www.press-release-writing.com/press-release-distribution/
http://www.pressrelease365.com/submit.htm
Consider deadlines when submitting a news release. Most editors would like an ample amount of time from submittal. The standard time is three weeks in advance. Again, “timing is everything.”
Below is a great example of the format used for a news release submittal.
News Release Format
(website: http://www.mediacollege.com/journalism/press-release/format.html)
This is a fairly standard format for creating press releases. It will help your credibility and chances of being published if the material is presented this way. Each press release should include the following:
| FOR IMMEDIATE RELEASE: | These words should appear at the top left of the page, in upper case. If the release should be made public yet, write "HOLD FOR RELEASE UNTIL ...." instead. |
| Headline | Just like a headline in a newspaper. Make sure this describes the content of the story. |
| City, State/Country - Month Day, Year | These details precede the story and orient the reader. |
| Body | This is where the actual story goes. There should be more than one paragraph, each paragraph no more than a few sentences. If there is more than one page, write "-more-" at the bottom of the page. |
| Company/Organization info | Include any background information about the company or organization featuring in this press release. |
| Contact Information | Include a contact person, company name, phone/fax, email, physical/postal address. |
| ENDS or ### | This indicates the end of the press release. |
| | |
So now what? The news release submitted is a killer news release that is sure to get a response but no return calls. Well, timing is everything. To follow-up, send a polite email to the editor or the original email address. Try not to be a pest as most editors are flooded with calls from companies trying to get published. Just be polite. Be prepared if a call from the editor does ring. Do not put them off or it may affect future new releases. Second chances do not come often so be ready to tell them the details.
Chances are an editor will not call the first time submitting a news release. Start working on the next release, practice writing and continue submitting them. Continue to review the local and national news papers and become more familiar with what is getting publicity. A good news release can be created by following these tips and techniques, but it will take practice to get it right. Keep on submitting news releases to as many media resources as possible and if timing is on your side…you will get a call.
Use the following tips below for a reference when writing your news release:
Expert Tips on News Releases
Remember to …
1. Be timely, news worthy and relevant.
2. Create a captivating headline in seven words or less.
3. One page double spaced.
4. Write in the third person.
5. Facts only.
6. Be positive.
7. Research other news releases to get the feel of writing.
8. Target each release to specific media outlet or editor.
9. Proofread, proofread, and proofread!
10. Follow up with the editor via email.
Remember to …
1. Not use buzz words or jargon.
2. Not go beyond one page unless absolutely necessary.
3. Not capitalize every word in the headline.
4. Not make the subject line in an email to an editor “press release.”
5. Not use a quote without permission from the person.
6. Not get wordy.
7. Not submit news releases that have been used before.
8. Not submit news releases that are insufficient.
9. Not submit a copy with typos and grammatical errors.
10. Not bother the editors.
Resources:
Slaunwhite, S. (2007). The Everything Guide to Writing Copy. Avon: F+W Publications, Inc. .
Web pages:
http://blog.journalistics.com/2011/press-release-press-delete/
http://www.pressrelease365.com/how-to-write-a-press-release.htm
http://www.ereleases.com/prfuel/5-steps-after-your-press-release-has-been-sent/
http://tldp.org/LDP/Linux-Media-Guide/html/writing_releases.html
http://www.press-release-writing.com/10-essential-tips-for-writing-press-releases/
http://www.inc.com/guides/2010/09/how-to-write-a-press-release.html
http://www.wikihow.com/Write-a-Press-Release
http://www.telaflora.com
http://www.mediacollege.com/journalism/press-release/format.html
http://www.creativepublic.com/writing-effective-press-release-headlines.php
http://www.rand.org/news/press/2011/06/14.html
http://www.ap.org/pages/about/faq.html
Monday, June 27, 2011
Sell it! Business Proposals Made Simple
BUSINESS TODAY
Business today means fierce competition and aggressive marketing. The extent to which business succeeds or fails often depends upon that business’ ability to be awarded contracts or attract other businesses. To accomplish this usually requires two key items: Good ideas and the ability to present those good ideas in a superbly developed business proposal. (Campbell) If you sell a complex product or one that involves the delivery of professional services, learning how to write effective business (selling!) proposals can be critical to your success. (Rigg, 2006)
Just contemplating writing a business proposal can be daunting. Depending upon how much you enjoy writing, writing sales proposals can be a joy, purgatory or something in between. (Rigg, 2006) I’m going to give you tips for a simple proposal format because perfect proposals can be crafted in one or two pages. These are lean, highly focused, customer-specific documents that are written to sell anyone that reads them. (Rigg, 2006) These are effective selling proposals that can be used to sell your products, services or ideas.
Mostly people use the “skim and scan” method of review. Customers are experiencing a landslide of information. In this age of mass emails, junk mail, advertising, social media and phone solicitations, it’s imperative to cut through an overload of information. Try a new strategy and offer a simple proposal, clearly stated and organized. Create a proposal that’s quick to read and contains all the crucial data needed to make a decision. (Riley, 2002)
People might say it’s easy to write a business proposal. Well it’s all hard until it’s easy, right?
Kurt Weiland is president and CEO, aka El Jefe Gordo, of Jefferson Smith Training and Consulting. His advice for someone writing their first proposal is:
“Proposal writing is not magic. It doesn’t require any secret or special knowledge. You can do this. You won’t win every proposal, but you’ll get better each time you try.”
FIRST, WHAT IS A BUSINESS PROPOSAL?
Unlike a business plan, which is written to run your company and raise capital, a business proposal is an unsolicited or solicited bid for businesses. (Zahorsky, 2011) I’m giving you tips for what is technically termed an unsolicited business proposal. This type of proposal gives you flexibility for both content and format. A well-written, unsolicited business proposal can win the hearts and minds of your target audience. (Zahorsky, 2011)
(For you own edification, a solicited business proposal is when a corporation or government entity asks other companies to bid on a project by sending out a request for proposal (RFP). It’s an entirely different animal. Usually these proposals take teams to write, review, edit and finalize. They can literally fill volumes of binders. We aren’t even going to tackle this gargantuan topic.)
A simple business proposal uses persuasive language and still includes all the facts. It has a clean, easy to follow format that naturally flows from one topic to the next. You build your case by using facts and reasoning. Your proposal should encourage the reader to see through your eyes and give a call to action. A proposal is more than just figuring out the costs and writing a lot of words. (Lawrence) It’s about orchestrating the information and building the momentum for the customer to buy. Think of the proposal as a photograph—one complete image composed deliberately for one frame. (Riley, 2002)
WHEN WOULD YOU USE A BUSINESS PROPOSAL?
You can use this simple format for many projects: a training agreement; a new job; a community project; a simple grant request. You might even use the proposal within your own company to propose an idea you have for an improvement.
HOW DO YOU START?
First you need to have a clear understanding of the results you want from your proposal. (Letters for Business) Who is your audience? Who is the reader? You need to decide to whom you are writing the proposal and make sure you write for the customer. (Glisson, 2004)
The more you know about your target reader, the more you understand her needs and underlying issues. At the end of the day, we’re dealing with people. And regardless of how good your proposal is, someone sitting in an office is going to have to approve it. Make sure you know the person. (Walsh, Business Proposal Tips) Safford’s First Law of Proposal Writing: If you assume you know what the customer wants without asking her, you will be wrong. (Proposal Works, 2011)
Experts on selling always tell you to start by doing a needs analysis for the customer. (Humrichouse, 2011) Essentially you just need to know what the customer’s problem is and tell her how you can help. Knowing who will receive your proposal will help shape the content and tone of your writing. (Rigg, 2006)
Obviously knowing the customer personally helps; but if you don’t know the reader, use your resources. Search LinkedIn for potential connections, talk to someone else from the same profession and check to see if there are any recent press releases on your customer. Knowing about your reader helps you determine your strategy. Is the reader conversant on the topic you’re proposing? If the proposal is to provide a Microsoft Word class and you’re sending it to the training director, you may not need to go into the details about adult learning. However, if you’re proposing a new training software package requiring a technical infrastructure, you may need to provide a framework for the project.
Even though a lean proposal is a simple format, it still involves complete knowledge of the subject. Verbal skills, intuition, discipline and clarity are required to keep things simple. A successful proposal comes from expressing complex thought in few words. (Riley, 2002)
Be confident about your work. You can’t hide sloppy work or fake it through the facts. You must be logical and put in the preparation time. List what you know and list what you don’t. Then fill in those knowledge gaps by doing research. The internet, news articles, studies, industry data---wherever the information is that you need---get it. You goal is complete understanding of the facts and the customer.
At minimum, you should ask these basic proposal questions (Wood, 2001):
- Who will review the proposal?
- How will the evaluation occur?
- Who is the competition?
Remember this is just a tool. You still have to put the time and effort into it to ensure that you’ve evaluated and prioritized every bit of information. Never deliver a sales proposal until you completely understand the client’s needs and the scope of the solution. (Lawrence) A reader should not have to figure out what you are quoting in your proposal.
Mr. Weiland says:
“Identify what the customer wants. Do your research. Look up the company on the internet. Find out what they do. Fit your offering to what they do. Use their point of reference.”
DO YOU KNOW WHO ELSE IS IN THE GAME?
Identify the key players in your industry. You don’t even have to mention them in your proposal, but play to your key strengths---especially if you offer similar products or services. It can help to speak with key people from your target market to determine what they want, why it adds value to their lives, how much they want to pay for it and where they’d likely purchase the product or service. These details will give you tremendous insight. (Brookins)
There’s always a chance that a competitor might attempt to undermine the success of your proposal. Knowing your customer and her environment can help allay competitive interests. Address concerns plainly. Suppose you’re proposing a training project and you know your customer is concerned about how to offer the classes to the graveyard shift. If you’re competitor will offer the training at midnight, then you need to identify solutions for your customer. Anticipate her concerns to make it easier for her to say yes to your proposal.
BE POLITICALLY CORRECT
The issue here is to avoid offending the people who will receive your proposal document. Avoid any language that might be construed as offensive to people---including women, men, persons with disabilities, persons belonging to visible minorities, multi-generations, etc. (Campbell)
If you know that you have a bias or are unsure of the correct terminology, consult with someone knowledgeable before ever submitting your proposal.
ARE YOU WRITING FOR A GLOBAL AUDIENCE?
We live in a global market. Ask if your proposal might be evaluated by persons living in other countries or by persons for whom English is a second language. (Campbell) Even if you’re submitting your document to a local company, its evaluation may go well beyond the immediate community. One of my Ogden, Utah proposals was sent to Paris. Well to be fair, it’s actually Paris, Texas, but my point is you never know who will read your proposal. If you deliver on your promises, the company may pass along your information to one of their subsidiaries beyond the United States.
Another note is not to use slang or pop culture terms in your proposal. When persons from other cultures study the English language, they are taught to speak formal, correct English. They are often unfamiliar with the use of slang terms. (Campbell)
Adnan Khashoggi, Saudia Arabian businessman, says, “Few decision makers can ever afford to read more than one page when deciding if they are interested in a deal or not. This is even truer for people of a different culture or language.” (Riley, 2002)
WHAT “VOICE” DO YOU USE?
I prefer to use the active voice (“we will….) to avoid being ambiguous. The “you” voice is reader centered and is especially valuable when writing sales documents. (Wood, 2001) There is a little debate about which voice should be used in proposals. Some writers stand firmly that proposals should be written in the active voice. Others recommend using third person (he, she, the company) to prevent the reader from feeling she has received a piece of direct-mail marketing. (Riley, 2002) Don’t forget your global audience. Non-western cultures take a less individualistic approach and may feel uncomfortable with the active voice. (Riley, 2002) In the end this returns to knowing your customer. What will make her feel more comfortable?Whichever voice you choose to use, be positive and energetic. Your friendly voice should radiate off the page. Use strong, active words instead of wimpy, passive words. Don’t say we “can’t” in a proposal. Instead voice what you can do and how you will help the reader. Tone is the body language of the document.
DO YOU HAVE TECHNICAL TERMS?
A little technical guidance if your proposed project involves technology. Be very careful about your explanation because your customer may have little to no technological background. Even terms like branding, organic, turnkey solution, and e-commerce are not necessarily understood by everyone. (Campbell)
A good solution is to explain your technology in terms of what it will do. For example, “A member can use the database to search for information about your products.” (Campbell) If you have to use an appendix or a glossary of terms, that’s your sign that the information might be too complicated.
GOT VALUE?
How do you sell value? The answer is simple: Value is whatever the customer thinks is valuable. Saving time might be valuable, so focus on how you will meet or beat schedule deadlines. If it’s saving money, then tell the customer how she can afford your product. (Proposal Works, 2011) Present the benefits rather than the facts. (Al Borowski Company, 2008)
Sell yourself by telling the client why you are the best person for the job. Don’t over generalize. Use your educational background, past experience and even testimonials from past clients to support your claim. Clients want to know that you have the knowledge and skills to see the job from start to finish. (Brookins) Take into account that your client probably has to sell this proposal to her boss or a committee. Articulating your value helps her make a case for why your proposal should be approved.
WHAT’S YOUR PRICE?
Where should price go in the proposal? Often writers bury the price toward the middle or end of the document. (You won’t have that problem with a short proposal because you’re going to conclude in two pages or less. Still, it’s important to understand a little pricing psychology.)
We often believe that after buyers read all of the benefits, when they get to the price, they’ll be ecstatic. Actually it doesn’t work that way. What do you do? Flip through the pages looking for the price? This is how price works. If a customer is happy, she keeps reading. If she thinks it’s too expensive, she’ll still keep reading to see why your proposal is pricey. (Walsh, Some Important Tips on Proposals and Price)
You might assume that every customer wants low price, but that’s not always the case. Sometimes it’s more important to have the product on time or early and that may justify a higher cost. (Brookins) If it’s achievable and appropriate for your project, price products or services in chunks or give volume discounts. Then your customer can assess which products or services meet her immediate needs and budget.
Should you call it cost, price or investment? I look for cost or price because those are the words that stand out to me, but I’m not your client. What do you think your client wants?
ARE YOU READY TO LAY IT OUT?
You’ve completed your research thoroughly and understand exactly who your customer is and what she needs. You have guidance on how to write your proposal. Now you’re ready for the framework. Your proposal will have seven sections:
Contact Information–Put it at the top so it’s easy to find. Now that most short proposals are emailed or faxed, you want to make it simple for your reader to return the signed document.
Title – Name your proposal in a single phrase. Memorable but simple. You can include a subtitle to pique the curiosity or add more detail.
Intention - Identify the target of the proposal. Reinforce the goals of your customer. Use bullet points or list your key information.
Rationale - Basic reasons why the action is necessary. How and why you’re the right person or this is the right idea. This is your “sell it” section!
Money Matters - Identify the costs by quantifying and qualifying.
Status – What is the situation now? Identify what work you’ve done to this point. Answer any questions before they’re even asked.
Call to Action – A signature, commitment, recommendation or investment.
Remember the old real estate saying: Location. Location. Location. A good document allows the reader to get the main points of the document by scanning the information. (Wood, 2001)
The proposal sections are like stairs that are cemented in to place one by one to carry your target reader from point A to point B. (Riley, 2002) When the reader arrives at the end of the proposal, you want her to say, “I’m ready to sign.”
DETAILS MATTER
Use headings to help the reader find relevant information quickly. Headings should be two points larger than the body of your text. One effective writing style is to write the headings as questions. (Walsh, 2011) Consider your format. Do you need to add more bullet-point lists? Put keywords in bold? Use more white space? Your title and headings should always stand out.
Use a twelve-point standard business font like Times Roman because readability is critical. Fonts with serif (feet) are easier for the eye to grab a hold of. San serif (without feet) are fonts that are more difficult to read. (Wood, 2001) Scrunching the text down to a nine-point font and cramming more details onto the page defeats your purpose, too. A good approach is to keep the formatting single spaced with a double space between sections. This is about keeping everything simple, clean and clear.
WRITE IT!
Organize all of your research and notes into the applicable sections. Write one sentence for each piece of research you’ve collected. Rough out each section and by the end you should have a list of sentences that you can begin to string together. (Riley, 2002) In each point, lead with your most important support.
Don’t substitute clarity of thought with sloppy, wordy, rambling explanations, vague descriptions and heavy reliance on buzzwords or jargon. (Campbell) Limit your sentence length to about 20 words. Short sentences of only five or six words are especially useful for emphasizing ideas. (Wood, 2001) Seriously, if you can’t summarize in a few sentences, then you are not ready to start writing.
You’ve already done your research so avoid generalizations in your content and stick to your facts. Let your research support claims you make in your proposal. You may think your product or service is the best in the world, but don’t make sweeping statements in your proposal. Describe your idea or service in more believable terms. Remember, getting your reader to back your proposal is an act of trust. (Riley, 2002) You won’t be trusted if you sound fake or phony.
You are an intelligent business person, but a lean proposal is not the place to show off your expansive vocabulary. Using multi-syllable words and acronyms makes a simple proposal difficult to read and understand. If you have a good idea and you can communicate that idea clearly and effectively, the recipients will be impressed. (Campbell)
Depending on the topic, it’s okay to infuse your personality into the proposal to help clients get an idea of your work and communication style. (Brookins) A proposal for a movie idea might have a completely different tone than a proposal for a community project.
What does our expert, El Jefe Gordo, have to say about the most important component of a simple business proposal format:
“The benefits---not the features, but the benefits---to the client-reader. What can you do for her? How will you make her life, her work, better? How will you make her look good in front of the boss?”
REVIEW IT
Clarity: What parts of the proposal are difficult to understand? Are the sentences too long and complex? Make sure your ideas aren’t lost in a sea of unnecessary words. Readers can only handle five or fewer concepts at a time. (Wood, 2001)
Repetition: If the same information is repeated in several sections, does it have any real benefit? You have limited space and you need to make it count.
Size: Sometimes you have to downsize. You probably have a sizeable stack of research, and not all of it will fit into your lean proposal. Don’t despair. If you’re asked to make a presentation as a follow up to the proposal, you might use the information. Label and keep it until the project is complete.
While in edit mode, check the grammar, spelling and punctuation. Be careful of commonly misspelled words like affect and effect. Make sure you have subject-verb agreement. Invest in a few helpful books such as The Elements of Style, The Careful Writer and Merriam Webster’s Collegiate Dictionary. Use them.
Above all make sure you have the correct spelling of your customer’s name and title and the proper name of the company. (You will have the correct name because you have done your research.) Spelling a company name incorrectly highlights your unfamiliarity with the subject or the industry. (Riley, 2002) Just as a Human Resource Director scrutinizes a resume, your reader (or her team) will inspect your document. For some of them, it’s the first and only impression they have of you. Make it a really, really good one.
THE FINISHED PRODUCT
The finished proposal should be perfect or as perfect as you can get it. Your proposal is now oozing with clarity and simplicity. It says to your customer, “Read me. Love me. Sign me.”
HOW DO YOU DELIVER THE PROPOSAL?
The proposal should never be sent without a preparatory conversation with your customer. If you send your proposal electronically, make sure your message thanks your customer for her time, opinion and opportunity. Tell her when to expect to hear from you whether it’s eight hours or three days.
Kurt Weiland says the content of the email is critical, but it’s got to be short:
“Wanda---
Thank you for including us on your proposal list.
I’ve attached our proposal. Take a look.
I’ll call you on Friday to answer any questions.”
ARE YOU DONE?
Writing the proposal was only half of your job. The most important goal of a proposal is to get it approved! Follow up with your customer. Follow up. Follow up. Call or email when you say you’re going to because everything you do matters.
YOUR EXAMPLES
If you’re like me, the practical application is the best section of any instructional text. Like a cherry on top of a sundae, this is your reward for reading the article. Yeah, give me the good stuff! This is the “show me how it’s done” section.
Lucky Seven Tips from the Expert
1. Tailor the proposal to the client. It cannot---cannot, cannot---be a boilerplate proposal. Address their needs. How can you ease their pain? Their difficulty? This is probably the most important of all the suggestions.
2. Learn and use desktop publishing software (for example Adobe InDesign) rather than word processing software. It’s worth it. Your document will look better and create a better, more professional impression.
3. Make your proposal look good. Use lots of white space. Open up your document. Use short paragraphs. Use lists.
4. Use short words and short sentences. Don’t be fancy. The greatest communicators use the shortest words:
“Ask not what your country can do for you….”
“I have a dream.”
“Mr. Gorbachev, tear down this wall.”
“If you can find a better car, buy it.”
5. Use visuals. Put a picture of their headquarters (which you retrieved from the internet) on a cover page. Title it “A Proposal for Ajax Company.” (Notice: Their company headquarters, not yours.)
6. Proofread for content and correctness. Wait a while to get a fresh look at the document. Ask someone to proofread the document.
7. Beat the deadline. It will always take longer than you thought. Build any transmittal time into your milestone calendar. Carry the proposal by hand to your customer if necessary.
Example of a Simple Business Proposal
I’ve modified an example from the book titled The One-Page Proposal. It’s written in third-person voice and provides a good reference if you’re writing for a global audience. Taking advice from our subject matter expert, Kurt Weiland, you could easily include a picture of the proposed pyramid.
YOUR CONTACT INFORMATION HERE: NAME, PHONE, CELL PHONE, FAX AND EMAIL
YOUR READER'S INFORMATION HERE: NAME, PHONE, CELL PHONE, FAX AND EMAIL
THE GREAT PYRAMID OF CHEOPS
A powerful monument in tribute to Pharaoh, in an ageless geometric design
GOAL: TO DESIGN A MONUMENT HONORING THE GREATNESS OF EGYPT AND ENSURING THE ETERNAL LIFE OF THE PHARAOH
- To protect Pharaoh’s body and his treasures as they travel to the next life
- To demonstrate Egypt’s cutting edge technologies
(This is your rationale section) The great Pharaoh Cheops has decreed his intention to build a monument during his lifetime. Ever since the Great Unifier, King Narmer, was buried at Abydos in a pit tomb topped by a mound-like superstructure, the pharaoh of Egypt has been assigned a unique status in the eyes of men and gods. Yet none of the previous tombs has reflected the ultimate relationship between the sun god Ra and the pharaoh himself. No architecture has been advanced enough to protect the pharaoh’s body and his treasures as they travel through to the next life. Already evidence of grave-robbing can be seen at the monument of Pharaoh’s father, King Snefru.
(This is where you sell it! Notice how educational background is integrated here. You could even include a short customer testimonial.) Hemon, a most innovative architect of the royal palace, has developed a novel and superlative design for a monument in the shape of a pyramid. The proposed design is unique in the history of Egypt but promises great continuity in design of existing structures and the traditions of our land. Hemon has an outstanding record of handling large projects in the Pharaoh’s palace. A trusted member of the Pharaoh’s family, he is a manager whose competence is unchallenged.
EXPECTED BENEFITS:
- Magnificent site for the pyramid on the strongest bedrock of Giza Plain
- Projected status as the largest structure in the world
- Engineering within a maximum deviation tolerance of less than eight inches for the entire structure
The Great Pyramid will require one-fourth of the treasury of Egypt to complete---an increase of only 5 percent over that spent by the Pharaoh’s father. From preliminary drawings, Pharaoh’s royal palace engineers estimate that the 482-foot pyramid design will require approximately 2.3 million blocks of stone. The estimated time of completion is 23 years, and the cost of construction can be paid out gradually.
Final Investment: 2,000,000 Guinay
STATUS:
Preliminary drawings are complete. Quarries near Giza have pledged to meet the demand for both limestone and granite. New sources of gold and cedar wood for ramps have been located in Egypt’s new territories of Byblos and Lower Nubia. The Department of Civil Service can provide a workforce of craftsmen and workers, which will ensure completion by 2528.
ACTION:
By endorsing this document, Pharaoh Cheops hereby authorizes and appoints Hemon as Chief of Works, specifically authorizing him to carry out the building of the Great Pyramid.
__________ _______________________
Pharaoh Cheops Date
Helpful Websites
Comprehensive repository of federal government information. Provides links to government agencies, government branches, departments, courts, embassies and other government websites.
Site provides a search engine to find and retrieve statistics published by U.S. government agencies.
Search engine to government and military databases, a federal directory, a directory of popular consumer categories, international links and the Federal Information Center.
U.S. Government Printing Office home page (Keeping America Informed). Provides access to Supreme Court decisions, congressional records and bills.
Access to world facts and data. Calculates answers across a range of topics.
Subject Matter Expert Interview
Kurt Weiland, President & CEO
Jefferson Smith Training and Consulting
Mr. Weiland served for 23 years in the United States Army. He taught communication skills and leadership at the United States Military Academy at West Point. His client list includes: Mazda North America, Purdue University, Zions Bank, The Federal Reserve and Texaco. Jefferson Smith Training follows five principles:
- Maintain absolute integrity. No fudging.
- Serve the customer.
- Have fun. Laugh a lot.
- Think outside the box.
- Look on the bright side of things.
Words that Matter
| Power Words to Use | Negative Words to Avoid |
| You | So |
| Proven | Fail |
| Save | Why |
| Easy | Poor |
| Money | Reject |
| Help | But |
| Love | If |
| Free | Negative |
| Discovery | Never the less |
| New | Despite |
| Results | However |
| Guarantee | Neglect |
Positive Versus Negative
| | |
| Opportunity, Transaction | Deal |
| Presentation, Demonstration | Pitch |
| Fee for Service | Commission |
| Total Investment Monthly Amount | Cost or Price |
| Initial Investment | Down Payment |
| Monthly Investment | Monthly Payment |
| Agreement, Paperwork, Worksheet | Contract |
| Own | Buy |
| Get Them Involved | Sell or Sold |
| I represent | I sell |
| Authorize, Approve, Endorse, Okay | Sign |
| Challenges | Problems |
| Open | Interested |
References
Al Borowski Company. (2008). Proposal Writing Success. Retrieved June 13, 2011, from Proposal Writing Sucess Web Site: http://www.proposalwritingsuccess.com/Article-expert-samples.htm
Brookins, M. (n.d.). Tips on Writing Business Proposals. Retrieved June 13, 2011, from Small Business Chron Web Site: http://smallbusiness.chron.com/tips-writing-business-proposal-706.html
Campbell, J. (n.d.). Business Writing Tips. Retrieved June 13, 2011, from Entrepreneur Tips & Advice Web Site: http://www.entrephelp.mixph.com/?p=437
Cherry Leaf. (2011). How to write a sales proposal. Retrieved June 13, 2011, from Cherry Leaf Web Site: http://www.cherryleaf.com/How_to_write_a_sales_proposal
Glisson, A. (2004, Fall). Georgia Southern University. Retrieved June 13, 2011, from Georgia Southern University Web Site: http://class.georgiasouthern.edu/writling/professional/TechWrite/2-1/glisson/index.html
Humrichouse, R. (2011). Winning Business Proposal Writing. Retrieved June 13, 2011, from Business Proposal Writing Web Site: http://businessproposalwriting.org/winning-business-proposal-writing-puts-customer-first.php
James Abela ELT. (2011). James Abela ELT. Retrieved June 13, 2011, from James Abela ELT Web Site: http://www.jamesabela.co.uk/exams/Proposal.pdf
Lawrence, J. (n.d.). Blog: Why Propose Value? Retrieved June 13, 2011, from Sell Results Web Site: http://sellresults.com/blog/?tag=proposal
Letters for Business. (n.d.). Tips for writing a business proposal. Retrieved June 13, 2011, from Letters for Business Web Site: http://www.lettersforbusiness.com/tips-for-writing-a-business-proposal.htm
Proposal Works. (2011). Selling Value in a Proposal. Retrieved June 13, 2011, from Proposal Works Web Site: http://www.proposalworks.com/pre-proposal-writing-tips/value
Rigg, A. (2006, Nov. 12). Proposal Writing Tips. Retrieved June 13, 2011, from Proposal Writing Blogspot: http://proposalwriting.blogspot.com/2006/11/how-to-write-effective-selling.html
Riley, P. G. (2002). The One-Page Proposal. New York, NY: HarperCollins Publishers, Inc.
Walsh, I. (n.d.). 7 Essential Ingredients of Successful Business Proposals. Retrieved June 13, 2011, from Klariti Web Site: http://www.klariti.com/proposal-writing/Business-Proposals-7-Writing-Skills.shtml
Walsh, I. (n.d.). Business Proposal Tips. Retrieved June 13, 2011, from Klariti Web Site: http://www.klariti.com/proposal-writing/Business-Proposal-Tips.shtml
Walsh, I. (2011). Klariti Business Writing. Retrieved June 13, 2011, from Klariti.com: http://www.klariti.com/business-writing/new-english-rfp.shtml
Walsh, I. (n.d.). Some Important Tips on Proposals and Price. Retrieved June 13, 2011, from Klariti: http://www.klariti.com/business-writing/TipsOnProposalPricing.shtml
Wood, S. (2001, June 13). Owner, IFI Training. (M. Schwenk, Interviewer)
Zahorsky, D. (2011). www.sbinformation.about.com/cs/bizlettersamples/a/proposal.htm. Retrieved June 15, 2011, from SB Information Web Site: http://sbinformation.about.com
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