Freed: "Selecting and Developing Themes--Determining What to Weave in Your Web of Persuasion"

\n

Freed, Richard. "Selecting and Developing Themes--Determining What to Weave in Your Web of Persuasion." Writing Winning Business Proposals: Your Guide to Landing the Client, Making the Sale, Persuading the Boss. New York: McGrawHill, 2003. Print. 100-129.

\n
\n
\n

THEMES:

\n

The

\n

Highlighted

\n

Essential

\n

Messages that

\n

Express the character of my

\n

Story

\n

Freed uses examples of themes of change, complexity and working together, uses of transitional statements, etc. Choosing right themese demonstrates that author understands more than just the logics of the situation.

\n

Where do themes come from?

\n

hot buttons, eval criteria, counters to competition

\n

understand individual and collective needs/desires of buyers

\n

generate at least one benefit from addressing each hot button.

\n

Power base-- user''s buying power for this project

\n

consider ''knockout'' criteria (aka threshold criteria)-- what you have to meet or you''ll be eliminated from competition.

\n

Counters to competition-- what makes you better?

\n

Figure 6.6 (114) offers what seems to be helpful Themes development worksheet.

\n

Consider: Situation, methods, qualifications, and benefits (116).