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.
Tender readability remains a problem for some in the 21st century. I still see submission documents that cling to a handful of really old hat tender presentation and formatting techniques. I suspect this is because some of these ‘rules’ are viewed as being more appropriate to a ‘formal’ style of document such as a tender. […]