BD tips and insights

By Linda Julian

The 4 Cs of persuasion

August 14, 2013 | Posted in: Win Tenders Bids Proposals | Tags:

We’ve all had the experience of watching a TV commercial and wondering “what was that all about?”, or reading a sales promotion letter and thinking “so what?  why should I care?”

Or even worse, receiving a proposal and groaning at the thought of reading the whole document.

Persuasive messages can be characterised by the four Cs:

  • Clear
  • Compelling
  • Concise
  • Convincing

Next time you are writing a proposal, preparing a presentation, or pitching for business, test your key messages against these four Cs to be certain you will persuade your audience.

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