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:
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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Remember, nothing is so complex that it cannot be explained simply Albert Einstein was spot-on when he said “nothing is so complex that it cannot be explained simply”. Tenders, bids, proposals, and informal pitches for business are not times to show how clever and capable you are by using legalese (I’m looking at you lawyers), […]