Writing a proposal isn’t the same as writing an opinion piece, but it’s also not just a dry report. A strong proposal in technical writing needs to persuade your audience that:
- The problem you’ve identified is real and worth fixing.
- Your proposed plan is thoughtful, realistic, and effective.
- Your team is capable of delivering on that plan.
But here’s the challenge: you need to be persuasive without overpromising or slipping into marketing hype. These strategies can help you write confidently and professionally while keeping your proposal grounded in reality.
Structure Supports Persuasion
Even before you choose your words, your proposal’s structure can help build your case. Here’s how each major section contributes to a persuasive message:
- Introduction: Briefly frame the problem and the value of solving it. This section sets the tone, so choose your words carefully to show you understand the client’s needs.
- Overview & Rationale: Explain why the website matters, who it serves, and what’s not working. This section builds urgency and relevance.
- Methods and Resources: List the steps your team will take and the tools you’ll use. Show that your plan is methodical and based on real usability principles—not just opinions.
- Project Audience: Identify the person who can act on your Recommendation Report. Make a clear connection between your proposal and what that audience values and needs.
- Personnel: Show that your team is qualified. Link each person’s background or coursework to their responsibilities. This helps the proposal reader trust that your team can follow through.
- Timetable: Your Gantt Chart shows that you’ve thought through the logistics. A realistic schedule demonstrates that your team is capable of delivering what you’re proposing.
- Conclusion: Wrap up with a short, confident summary that reinforces the value of your project. Make the next steps easy with contact information that invites follow-up without pressure.
Tone: Confident, Not Overhyped
In technical communication, confidence comes from clarity and logic, not flashy claims. Avoid vague or exaggerated phrases like:
- This website is completely unusable.
- We guarantee the perfect solution.
- This redesign will revolutionize the user experience.
Instead, show your awareness of real user needs and propose improvements based on your planned research. If you’re recommending changes before you have final data, use language that reflects that.
Sentence Starters to Try
Use these phrases to help you sound persuasive while staying professional and grounded:
- Our analysis suggests that….
- This proposal outlines a research-driven plan to….
- Based on preliminary observations, we expect to find….
- This improvement would likely reduce confusion for users by….
- To support this recommendation, we plan to….
- Our team brings relevant experience in… which will support….
- This timeline ensures ….
Let the Research Plan Speak for You
One of the most persuasive tools in your proposal is your research strategy (included in the Methods and Resources section). Outline how you’ll gather evidence: usability testing, user surveys, or competitor analysis? All three? Something else? Whatever your group chooses, show that your recommendations will be grounded in real findings, not just guesses.
This also gives you a way to hedge without sounding unsure. For example:
Pending results from our usability testing, we will refine our recommendations to best meet user needs.
Final Thought: Aim for Persuasive, Not Pushy
Your proposal doesn’t need to sell your project. It needs to build trust in your team’s approach and show you understand the assignment. Stay focused on your audience, base your claims on logic and evidence, and use formatting (headings, visuals, structure) to support your message.
When you write with clarity and purpose and avoid over-the-top claims, you give your proposal the professionalism and persuasive power it needs.